L'Italo-Americano

THURSDAY, OCTOBER 5 2023 www.italoamericano.org 16 L'Italo-Americano A l e s s i i s k n o w n for its creative everyday objects t h a t a r e b o t h functional and beautiful. The all-Italian nar- rative of Alessi designs began in 1921, when Gio- vanni Alessi, along with his brother, laid the foundation stone of what would become an epitome of Italian design - Alessi. This humble venture, o r i g i n a l l y c a l l e d F r a t e l l i Alessi Omegna (FAO), began processing brass and nickel silver sheets with a foundry touch. Guided by the manu- facturing prowess of the era, particularly from the influen- tial workshops of Austria and England, FAO started its nar- rative, but what set it apart was Giovanni's relentless pursuit of quality and excep- tional craftsmanship. The meticulous crafting and per- fect finish of products made from copper, brass, and nick- el silver, intricately plated with nickel, chrome, or silver, soon began to create a niche of excellence for Alessi. The narrative took a turn when Carlo Alessi, Giovan- ni's son, joined the family enterprise in 1932, bringing with him a flair for design that was destined to mold Alessi's future; the mid-30s to 1945 witnessed a slew of original, independently cre- ative products blossoming under Carlo's design acumen. This era not only accelerated the company's growth but also saw the emergence of an initial sales network, hinting at the promising days ahead. However, like many tales, this one too had its share of adversities: the outbreak of t h e S e c o n d W o r l d W a r claimed Alessi's expertise in t h e w e a p o n s i n d u s t r y , m o m e n t a r i l y v e i l i n g i t s design ambitions. B u t a s t h e w a r c l o u d s receded, Alessi bounced back with renewed vigor, laying the cornerstone for a trans- formation that would cata- pult it from an artisan dimen- sion to international acclaim. This period marked the birth of a stronger product image, capable of distinguishing itself among leading compa- nies and entering the growing Italian design scene. The 1950s were a time of metamorphosis: Alessi bid adieu to soft metals, embrac- ing stainless steel instead. This transition also marked t h e s h i f t f r o m a r t i s a n t o industrial, symbolized by a new name: ALFRA (ALessi FRAtelli). Under the steward- s h i p o f C a r l o , n o w a t t h e helm, and his brother Ettore, the head of the Engineering Department since 1945, the c o m p a n y s p e c i a l i z e d i n objects for professional use, catering to hotels, restau- rants, bars, and more. The d e s i g n i d e n t i t y o f A l e s s i began to crystallize during this period, with creations like steel wire baskets and fruit bowls epitomizing the "industrial types" of prod- ucts. As the dawn of the 1960s broke, the horizon of Alessi e x p a n d e d t o e n c a p s u l a t e products designed for domes- tic use. The Ceselleria Alessi range, a modern-day ode to the traditional silverware styles, resonated profoundly with the zeitgeist, becoming instant best sellers. The inter- national market couldn't help but take notice, and the beau- ty of Alessi's high-quality craftsmanship in polished and satin-finish steel prod- ucts propelled the company o n t o a g l o b a l s t a g e . T h e a s c e n t i n t o i n t e r n a t i o n a l m a r k e t s l e d A l e s s i t o t h e prestigious Mercurio d'Oro Award for Industry, which t h e c o m p a n y r e c e i v e d i n 1964. The story moved forward with Alberto Alessi, Giovan- ni's grandson, in 1970. His advent ushered in an era of partnerships with eminent designers like Ettore Sottsass, Richard Sapper, Achille Cas- tiglioni, and Alessandro Men- dini. This era saw the birth of trays, baskets, and a modular table service system, hall- marked by a desire to weave functionality with a touch of art and poetry. The 1980s saw the Tea & Coffee Piazza pro- j e c t u n d e r t h e a e g i s o f Alessandro Mendini, explor- ing the realms of internation- al architecture to unearth new design talents. This venture not only garnered accolades but also etched Alessi firmly among the Factories of Italian Design. The 2000s have been an era of great creativity with the A R S 0 9 c o f f e e m a k e r b y Richard Sapper in 2006, the artistry of Ossidiana by Mario Trimarchi, the ingenious Pul- cina by Michele De Lucchi, and the modern rendition of the traditional moka by David Chipperfield in 2019. In the quest for global out- reach, Alessi set strong retail networks in design havens like Milan, New York, Paris, and Munich and, of course, e x t e n d e d i t s c o m m e r c i a l presence online. The journey of Alessi from small Italian workshop to global design icon is filled with bold ventures, relentless innovation, and a quest for d e s i g n e x c e l l e n c e , t h e emblem of which is the pres- ence of Alessi's designs at the M u s e u m o f M o d e r n A r t (MOMA) in New York. I n the annals of auto- motive history, few n a m e s a r e a s e n i g - m a t i c a n d y e t p r o - foundly impactful as Elio Trenta, a prodigious talent who, at the tender age of 20, patented the concept of the automatic shift—a technological marvel that would later become ubiqui- tous in modern vehicles. Trenta's journey into the w o r l d o f e n g i n e e r i n g w a s nothing short of extraordi- nary: born in the small Ital- ian town of Città della Pieve (Umbria), he was the son of a local mechanic. Needless to s a y , h e w a s f a s c i n a t e d b y engines, gears, and mecha- nisms from a very young age. H i s v i s i o n w a s c l e a r : t h e future of modern automo- biles lay in the ability to drive without manually interven- ing on the gear lever. Despite his lack of formal education a n d e x p e r i e n c e , T r e n t a ' s ingenuity was undeniable. He developed his revolution- ary mechanism while still a student, showcasing a level of foresight and inventiveness that was truly ahead of its time. H o w e v e r , t h e r o a d t o recognition was fraught with c h a l l e n g e s , b e c a u s e h i s invention, although ground- breaking, did not find imme- diate acceptance in the Ital- i a n a u t o m o t i v e i n d u s t r y . Companies like FIAT were more focused on enhancing engine performance than on simplifying the driving expe- rience. The cost implications of implementing the auto- matic shift also deterred its early adoption. Trenta passed away in 1934, at just 22 years o l d , n e v e r w i t n e s s i n g t h e widespread adoption of his invention. I t ' s w o r t h n o t i n g t h a t Trenta was not alone in this e n d e a v o r . E n g i n e e r s l i k e G a s t o n F l e i s c h e l a n d Alfred Horner Munro had also been working on similar technologies, but what set Trenta apart was his youth and the fact that he worked independently, without the backing of any major corpo- ration. Elio Trenta's life serves as a poignant reminder of the t r a n s f o r m a t i v e p o w e r o f innovation and the impor- tance of recognizing genius, irrespective of its origin. And in a world that often priori- tizes established names and big corporations, Elio's story i s a s y m b o l o f t h e indomitable spirit of individ- u a l i n v e n t o r s . H i s l e g a c y , though initially overlooked, has found its rightful place in the annals of automotive his- tory, and it's a story worth retelling for generations to come, also thanks to the work of Gianmario Pagano, author of the book E.T. L'Incredibile Storia di Elio Trenta. Driving using an automatic shift (Photo: Sutichak/Dreamstime) An Alessi store in Rome (Photo: Daloiso57/Dreamstime) T h e a u t o m a t i c s h i f t , t h e ingenious legacy of Elio Trenta The Alessi adventure into home design LA VITA ITALIANA TRADITIONS HISTORY CULTURE

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