Curious about the entrepreneurial adventure behind inspiring brands, Brand and Strategic Professional Martijn Arets decided to quit his job, hand in his lease car, ignore all uncertainties and follow his dream. For five months, he travelled more than 15,000 kilometres across Europe in a one-of-a-kind 1971 Volkswagen T2 camper van, meeting with the founders, CEOs and brand managers of 20 authentic European brands in what was to prove a unique trip: Brand Expedition. On popular demand, he has bundled the lessons and stories behind 20 appealing European brands such as Lego, Mini, Skype, The Body Shop and Adidas to create Brand Expedition, the book. More information? Check www.brand-expedition.com or send Martijn a Tweet: @martijnarets.

1. READ OUT LOUD
THE STORY BEHIND
- ALESSI -
LINK BETWEEN DESIGNER AND CONSUMER

2. BEFORE YOU START….
please look into your camera and tell
us slowly your name, city and
country… Then you can start reading
this paragraph out loud… Have fun!

3. Boundaries are made for crossing.
How do you find out where these
boundaries are? The answer is
simple: by crossing them every now
and then. The fact that not every
product can and/or has to be a

4. Success is one of the basic ingredients
and success factors of italian designer
goods manufacturer Alessi. A mere
half-hour’s drive from Milan, in
Omegna – a village on lake Orta, and
picturesque home to Alessi – it is

5. eminently clear that the tourist season
is over. I am the only person on the
campsite, with a beautiful view of a
small lake. After a tour of the
impressive factory, where metal is
worked using the very latest

6. technology, we arrive at the attractive
head office in Crusinallo, renovated
by Alessandro Mendini. Here, I meet
with Matteo Alessi, member of the
fourth generation of Alessi and Trade
Marketing and International

7. Development Director; according to
many, the future leader of Alessi.

8. - END OF RECORDING-