ALESSI - The masters of Italian design management : Why real innovation is a question of systematic failure management

The Italian design factory ALESSI is a representative example of how Italian design companies, like Artemide, Flos or Kartell, have been able to constantly reinventing themselves without loosing focus: exploring the imaginary of people by ignoring prescriptive marketing research in their product development. For this video interview we travelled to the Alessi headquarters in Crusinallo near Milan where chief design manager Alberto Alessi spoke about his theory of contemporary design management, the ugliness of cars, how Philippe Stark's lemon squeezer came to life and why the egg is the most singular object ever "designed".