Myth Makes Belief
A dragon egg in the courtyard of an 18th-century palazzo.
Not a prop. A philosophy.
Myth Makes Belief — conceived by Los Angeles studio PlayLab, Inc. — rooted itself in an ancient legend tied to the island of San Giulio, on Lake Orta, where Alessi was born over a century ago. The egg: the endless birth of new projects, new authors, unknown imaginaries. The dragon: the creative force that has driven the company across decades, across disciplines, across the boundaries of what objects are allowed to be.
Around the central sculpture, four stained glass elements narrated the concept. Four display cases held the latest works by Michael Anastassiades, Naoto Fukasawa, Samirō Yunoki, and Nendo — new objects in conversation with an ancient myth.
Our role was to take that vision from concept to courtyard. Local production at this scale means managing complexity without letting it show — sourcing, coordinating, executing, and holding the integrity of the brief intact from the first site visit to the last installation day.
Behind every myth, someone has to build it.
That someone was us.
MDW 2024, for @alessi_official — an idea by @playlabinc, Milan, April 2024