Gifts from The Dream Factory
The secret to the perfect gift in Alessi’s Christmas shop windows
The curtain opens on the new Christmas scene that will animate the shop windows of the Alessi Milan Flagship Store in Via Manzoni 14/16 until 6 January 2020.
The concept, adroitly elaborated by Creative Director JoAnn Tan in her first experience working for the Crusinallo-based company, takes its cue from Alessi’s historic headquarters, designed by Alessandro Mendini, to reveal its joyful and dreamy soul. In the three windows facing the main street, the architecture of the “Fabbrica dei Sogni” comes to life in a nocturnal scenario revealing its eclectic nature as a great incubator of creativity: the eyes of the clock tower open and close while each of the niches of the long façade houses an iconic product. Under a starry sky, the objects participate in a frenzy of pre-Christmas activities.
In addition to Milan, the world capital of design, November will also see the unveiling of Christmas windows for the Alessi Store in Munich (November 12, Theatinerstrasse 15) and the Alessi Paris Flagship (November 14, Rue Boissy D’Anglas, 31 ).