Alias celebrates SEC system revival with Bergamo photo campaign by Luca A. Caizzi
Founded in 1979 by Carlo Forcolini and Enrico Baleri, the design firm Alias, based in Bergamo, has reintroduced its SEC modular furniture system that initially debuted in 1997, designed by Alfredo Häberli. To mark this revival, Alias enlisted photographer Luca A. Caizzi to produce a campaign showcasing SEC pieces in notable locations around Bergamo. Häberli reflects on the system's journey from a simple two-height trolley to a comprehensive modular collection, which includes 18 projects such as Legnoletto (2001) and the recent Time armchair. Alias, inspired by a Bob Dylan lyric, boasts a rich visual culture and has recently undergone a rebranding with Studio Temp, which explored innovative color applications, leading to a new logo design.
Key facts
- Alias relaunched SEC modular furniture system with new finishes.
- SEC was designed by Alfredo Häberli in 1997.
- Campaign photographed by Luca A. Caizzi in Bergamo landmarks.
- Locations include Piazza della Libertà and Centro Piacentiniano.
- Häberli's original 1997 sketch imagined SEC as buildings in 'SEC-City'.
- SEC stands for Sistema Elementare (or Emozionale) Componibile.
- Häberli has designed 18 projects for Alias, latest is Time armchair.
- Alias rebranded with Studio Temp, using a tilted logo inspired by archival letterhead.
Entities
Artists
- Alfredo Häberli
- Luca A. Caizzi
- Giandomenico Belotti
- Vico Magistretti
- Emilio Tadini
- Gillo Dorfles
- Miro Zagnoli
- Aldo Ballo
- Santi Caleca
- Carlo Forcolini
- Enrico Baleri
- Bob Dylan
Institutions
- Alias
- Studio Marconi
- C41
- Studio Temp
- Artribune
Locations
- Bergamo
- Italy
- Zurich
- Switzerland
- Piazza della Libertà
- Centro Piacentiniano
- Casa Littoria
- Grumello del Monte