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Elle Decor Italia

Generational dialogue in a video by Alf Da Frè

Handing down 65 years of experience and knowhow, Alf Group tells of the generational dialogue that combines tradition and innovation

The story of Alf Group began in the fifties, when a group of artisans in Francenigo founded a small cooperative for series production of articles in wood. Today, Alf Group is an important manufacturer that, while enjoying international renown, proudly maintains its links with the tradition and territory of Treviso.

Alf Group has decided to tell its story in a video full of joy and poetry. A short clip that tells of the dialogue between two generations through a bet on the how fast a piece of furniture could be assembled.

The setting is the magical landscape of Veneto, with its canals and historic villas, home to the production units. The generational challenge is used to tell the story of the company’s artisan roots and how these remain as the absolute strong point even within a cutting-edge production system. Transmission of knowhow from one generation to another has been a fundamental aspect in the history and success of Alf Group. The “Tony Millechiodi” of the beginnings was then joined by others and today the company has 350 employees, who follow through this artisan tradition today in a cutting-edge, technological context.

This generational contamination has preserved and enriched the knowhow that has inspired Alf Group since its foundation. Over the years, this identity has established itself outside Italy as well and today Alf Group exports to 80 countries worldwide.

www.alfdafre.com


ALF DA FRE collection

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Hearst Magazines Italia

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