Renowned for infusing high design into everyday household products, the company had severely lost its luster until its Italian owners resumed control of the American subsidiary. Our mission as their New York PR agency was to use to restore & revitalize the exclusive brand’s image.
Out of the starting gate, we capitalized upon—and catalyzed—a very public debate in the design press about “The Destiny of Design.” Our anthem questioned the good and bad of design for the masses and what differentiates a $30 Michael Graves teakettle at Target from the iconic Alessi original by the architect at $120. Tons of coverage resulted as we kept the topic alive for months by also hosting a panel discussion with Graves, Phillipe Starck, Milton Glazer and other design masters along with Alberto Alessi. This put Alessi back on track as an acknowledged design resource and the publicity continued to flow year after year bringing increased consumer awareness in its wake.