For those still able to believe in the unbelievable, the Alessi exhibition at Milan Design Week will provide an opportunity to discover a poetic and performative tale that falls somewhere between myth and reality.

On San Giulio Island in Lake Orta, the old alleys contained whispers of a legendary creature. Of myths and tales that rise up out of the lake’s waters, that flutter in the wind and tell a fantastical story. From these words emerged a dream, a power, a creative and fantastical force capable of shaping reality. A story that is both old and current, eternal and always new. A story of continual rebirth.

Every beginning represents a new possibility. A new story, a creative thought, an unimagined horizon. This dragon egg is the start of a tale, the manifestation of a creative force that is continually reborn. The origin of a mythical creature whose legend emerges from the waters of Lake Orta, the home of Alessi. The story embodies the power of imagination, which leads humans to question the limits of what is possible and believe in the unbelievable.

Conceived by the creative studio PlayLab, Inc. of Los Angeles, "Myth Makes Belief" is an immersive installation where the real and the mythical overlap, giving life to an unprecedented epiphanization.

The installation features four new projects by Michael Anastassiades, Naoto Fukasawa with Samirō Yunoki, and Nendo.