Event 2024

Myth Makes Belief

For Milan Design Week, PlayLab, Inc. has created an artistic installation that captures the creative power of the imagination – the cornerstone of Alessi's work – in a poetic story.
Special Mention Fuorisalone Award
Communication

For those still able to believe in the unbelievable, the Alessi exhibition at Milan Design Week will provide an opportunity to discover a poetic and performative tale that falls somewhere between myth and reality.

On San Giulio Island in Lake Orta, the old alleys contained whispers of a legendary creature. Of myths and tales that rise up out of the lake’s waters, that flutter in the wind and tell a fantastical story. From these words emerged a dream, a power, a creative and fantastical force capable of shaping reality. A story that is both old and current, eternal and always new. A story of continual rebirth.

Every beginning represents a new possibility. A new story, a creative thought, an unimagined horizon. This dragon egg is the start of a tale, the manifestation of a creative force that is continually reborn. The origin of a mythical creature whose legend emerges from the waters of Lake Orta, the home of Alessi. The story embodies the power of imagination, which leads humans to question the limits of what is possible and believe in the unbelievable.

Conceived by the creative studio PlayLab, Inc. of Los Angeles, "Myth Makes Belief" is an immersive installation where the real and the mythical overlap, giving life to an unprecedented epiphanization.

The installation features four new projects by Michael Anastassiades, Naoto Fukasawa with Samirō Yunoki, and Nendo.

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Program

0/4 Sunday
1/4 Monday
2/4 Tuesday
3/4 Wednesday
4/4 Thursday
5/4 Friday
6/4 Saturday
7/4 Sunday
8/4 Monday
9/4 Tuesday
10/4 Wednesday
11/4 Thursday
12/4 Friday
13/4 Saturday
14/4 Sunday
15/4 Monday
10:00 - 20:00
Exhibition
Pre-registration required
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16/4 Tuesday
10:00 - 20:00
Exhibition
Pre-registration required
Link →
17/4 Wednesday
10:00 - 20:00
Exhibition
Pre-registration required
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18/4 Thursday
10:00 - 20:00
Exhibition
Pre-registration required
Link →
19/4 Friday
10:00 - 20:00
Exhibition
Pre-registration required
Link →
20/4 Saturday
10:00 - 20:00
Exhibition
Pre-registration required
Link →
21/4 Sunday
10:00 - 18:00
Exhibition
Pre-registration required
Link →
22/4 Monday
23/4 Tuesday
24/4 Wednesday
25/4 Thursday
26/4 Friday
27/4 Saturday
28/4 Sunday
29/4 Monday
30/4 Tuesday
31/4 Wednesday
Photos
of the event