Alessi presents a new concept store that inaugurates an evolutionary phase in expressing its creative universe. This international project comes to life in Milan and Tokyo, transforming the retail space into an immersive and experiential environment: a place for connection, discovery, and shared everyday experiences. More than a simple space dedicated to retail, the new store interprets design not only as form and function, but as an expression of a lifestyle. Designed by Naoto Fukasawa, the format aims to move beyond the traditional concept of a store: a space that feels like a home, where design is experienced in its most authentic dimension.

A distinctive feature of the project is the experiential bar, conceived as an integral part of the journey: here, design is not only displayed, but lived. The everyday ritual of coffee becomes an opportunity for connection, discovery, and sensory engagement, transforming purchasing into an emotional and conscious experience.

In Milan, the historic store on Via Manzoni is completely redesigned according to the new format, inaugurating a new phase for one of the brand’s most representative spaces and opening to the public during Milan Design Week. The journey welcomes visitors into the café area, the experiential core of the project, developed in partnership with Caffè Vergnano. Here, visitors can directly experience Alessi objects by observing their function and use, accompanied by an exclusive selection of blends and various preparations, from classic espresso to more contemporary variations. The experience continues with a clear and linear display of over 500 products, alongside a curated selection of books and a small range of clothing. Together, these elements reflect Alessi’s role as an interpreter of contemporary design and a cultural promoter.

The new retail space opens in the Omotesandō area in Tokyo, marking a strategic step in the brand’s international evolution. The store is designed to permanently display around 500 products, ranging from the latest collections to the iconic objects that form the core of the Alessi catalogue. Here too, the experiential bar represents the first point of contact with the public: a space that invites visitors to pause and naturally introduces them to the Alessi world, offering a coherent, essential, and engaging experience.

AI ARTIST COLLABORATION

Collaborating with visionary artists working with artificial intelligence to create immersive, playful, and design-driven digital content for the opening of Alessi stores in Milan and Tokyo, transforming launch moments into dynamic storytelling experiences that reflect the brand’s creativity, humor, and iconic design language online. The project aims to move beyond traditional retail promotion by developing AI-generated visuals and content that celebrate Alessi’s joy, imagination, and artistic spirit, creating shareable, conversation-driven moments that resonate across cultures and position the openings as true cultural design events rather than simple commercial milestones.