Alessi Unveils 'The Last Pot' Urns at Milan Library During Design Week
Alessi, the renowned Italian design company, chose the Biblioteca Ostinata library in Milan as the venue to unveil its latest conceptual spin-off label, Il Tornitore Matto, in April 2023. This unique choice was made during the Fuorisalone event at Milan Design Week, which encourages visitors to discover new places.
The Alessi family has a history of innovative graphic design. Alberto Alessi, the current leader, assembled a creative team in 2010 to launch a line of designer urns. This move aligned with Alessi's original identity as a vessel manufacturer and tapped into the rising global market share of cremations relative to total burials.
The project, titled 'The Last Pot', navigates its delicate thematic terrain without inviting accusations of cynicism. This is largely due to the reputation of the designers involved, including the Dutch design studio Eoos. The studio sent a sketch to Alberto Alessi in 2010, proposing the idea of creating Alessi jars for ashes. Their research revealed historical connections between Vienna and Milan in the context of cremation and urns.
Alessi launched Il Tornitore Matto in 2023, providing the perfect platform for the graphic design project. Alberto Alessi directed Eoos to create a splash with the project, ensuring it would make an impact.
The choice of the Biblioteca Ostinata library for the unveiling of Il Tornitore Matto highlights Alessi's commitment to innovation and exploration of new themes. The graphic design project, part of the 'The Last Pot' series, is a testament to Alessi's ability to navigate sensitive topics with respect and creativity, thanks to the involvement of renowned designers like Eoos.
