100Alessi and the concept of transgression.
Thanks to small acts of courage and transgression, the world changes that allow fashion, society, and design to evolve, change, and improve. Alessi's idea is to promote a new brand value, that of transgression.
Transgression means going beyond the rules.
Because rules are helpful, but they are not everything because it is by transgressing them that there can be an evolution. This is Alberto Alessi's idea, which has always been at the base of all the creations carried out over the years.
Transgression, Alessi and Antonio Marras.
The voice of this thought that guides us to discover transgression is that of Antonio Marras. Over the years, he has been defined as a creative, a fashion designer, and a storyteller. But his passion, his driving force, has always been imagination. To transgress is to break the rules and codes and find alternative solutions to concepts and ideas already established. And it is only this that allows for improvement and innovation.
For example, who said a pot had to be round?
The cubic. The transgression of 100Alessi.
The answer is no one. Because a pot can be round, but no one forbids us to think of it as square. Just look at La cubica, designed by Aldo Rossi for Alessi. Dedicated to all those who love his talent for translating the language of architecture into miniature works of design, La cubica is a work of art for private gourmets in search of new forms for high performance in the kitchen.