Three of a kind
Alessi will always be Alessi to purveyors of contemporary design. But now there are three classes within the brand, each with its own logo and character: Officina Alessi (high-end and design driven), Alessi (mid-range and iconic) and A di Alessi (young and hip). Examples of the Italian company's new branding strategy are Peter Zumthor's pepper mills (right; Officina, $830 each); Stefano Giovannoni's stainless-steel toaster, which also reheats, defrosts and warms (above; Alessi, $1,970); and Marta Sansoni's Ba-rock, a collection of trays and bowls decorated with all manner of bling (left; 'Basket', A di Alessi, $740). The products are available at Alessi, 7/F, Sogo, Causeway Bay, tel: 2831 3987.