From Alf Da Fré to Alf Group, a 65-year journey

Matteo De Bartolomeis

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  • With a cultural event in Triennale di Milano, Alf Group celebrated its 65th anniversary
  • The four relators at the event: from left Gianni Biondillo, architect and writer; Maria Cristina Piovesana, Chairman of Alf Group, Chairman of Unindustria Treviso, memebr of the General Council of Confindustria; Giorgio Brunetti, emeritus professor of Milan?s Boccioni University; Alberto Bassi, Associate Professor of Art and Design at IUAV in Venice
  •  Maria Cristina Piovesana, Chairman of Alf Group, Chairman of Unindustria Treviso, memebr of the General Council of Confindustria
  •  Ladigue sofa, design Enrico Cesana. Ladigue is a modular sofa with soft style and a comfortable, inviting appearance. The design features darts and gentle folds
  •  Olivia armchair, design Bruna Vaccher. Olivia is a padded armchair and footstool pair with a metal swivel base
  • Maggiorana is the new modular kitchen presented by Valdesign at Eurocucina 2016, designed by Bruna Vaccher
  •  Odette armchair, design Carlo Trevisani. Odette is a padded armchair with removable cover. It forms a single shape where the seat and back are both one and separate. This feature piece also evokes the silhouette of a swan
  • Cartalegno is a collection of storage units made up of sideboards and cabinets with a unique, customised design. Its furrowed surfaces are pleasant to the touch, and its clipped corners reveal the internal solid wood frame

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8 DIC 2016
The Triennale di Milano, a place that symbolizes design, hosted the celebration of the 65th anniversary of Alf Da Fré, a historic high-quality furniture company, focusing on its history, the market and the future

A company that has made concreteness, rather than appearance, its guiding principle. Behind a “silent” approach that has characterized Alf Da Fré since its foundation (65 years ago), there are hundreds of products that have won the approval of both the Italian market and an international audience.
The company’s significant anniversary was celebrated with a highly cultural event at the Triennale di Milano.

Several eminent figures were invited to emphasize the value of Alf Group: Prof. Giorgio Brunetti, emeritus professor of Milan’s Boccioni University, Prof. Alberto Bassi, who teaches Art and Design at IUAV in Venice and architect and writer Gianni Biondillo. The three speakers retraced the company’s 65 years of activity with an interesting discussion that touched on the furnishing industry, as well as the social and economic characteristics of the world that surrounds it.

Now Alf Da Fré is no longer just a company, but part of a group – Alf Group – consisting of 4 industrial companies in the furnishing sector, each of which has its own precise mission: alongside Alf Da Fré, there is Alf Italia with its international vocation, Valdesign, which designs and manufactures kitchens, and Alf Da Fré’s contract division. The Group, directed by Maria Cristina Piovesana (daughter of Oliviero, the founder), now boasts 3 production sites, a research centre and over 350 employees.
Alf Group exports to 91 countries worldwide and its exports account for over 65% of its total sales.

New creations by internationally-renowned designers contribute to the evolution and identity of the Group: the La Digue sofa by Enrico Cesana, the Odette chair by Carlo Trevisani, the Oliva armchair by Bruna Vaccher and Cartalegno, a collection of furniture-containers designed by Giulio Iachetti.

 

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