On the occasion of its 45th anniversary, Alias, the Italian company famous for its iconic furniture, presents new collaborations and collections that embody its Something Else philosophy. Among these is the Time collection that intrigues us. Created by Swiss designer Alfredo Häberli, Time is a series of seats – chair, armchair and stools – that originates from a gesture, specifically the transformation of a simple two-dimensional sheet of paper into an ergonomic three-dimensional shape. Let’s get a better understanding of what it is.

«From the first sketches, the question for the Time project was about time,» explains Häberli. «From the thinnest and flattest material possible, bending from the surface medium to the third dimension. Like a sheet of paper. It was the empirical research of ergonomics that guided the design.»

Häberli applied techniques taken from snowboard production to create a sandwich of wood and composites, evolving the design towards the use of regenerated ABS. This approach resulted in a transversal collection that is suitable for both residential and commercial contexts. The Time collection therefore reflects a sustainable vision, using regenerated materials and innovative technologies.

In short, we like the rebranding of Alias a lot and it demonstrates its ability to remain in the avant-garde by continuing to involve ingenious and experimental designers. In the past with artistic personalities of the calibre of Jasper Morrison, Michele de Lucchi, and Philippe Starck; today with Alfredo Häberli, but also with Norwegian Daniel Rybakken and Frenchman Patrick Norguet, with a new aesthetic to be discovered.