Great expectations for Alessi lecture

Event organizer Eline van Beest talks about how this high-profile guest lecturer was coaxed into coming to the TU.

My alarm clock burned a bright red 13:05. I was late. The night before last had been a sleepless one; the Alessi Design Competition deadline had arrived and finishing my nutcracker entry came down to the wire. I wondered if Sottsass or Starck ever slept. Luckily, the person I was supposed to meet was the Eline van Beest, chairwoman of Alessi’s Angels, the committee in charge of organizing the very same competition.

Van Beest was sitting behind her office computer when I entered, writing an e-mail to, of course, Alberto Alessi, one of the world’s best-selling designers. My apologies for being late were light-heartedly waved aside, and a conversation ensued that was as intriguing as it was enjoyable. Van Beest, an Industrial Design Bachelor’s student of Norwegian and South-African origin, spoke candidly about her part in establishing ties with one of Europe’s most famous design houses.

Two years ago, when Industrial Design’s student association appointed Van Beest commissioner of lectures for the i.d lustrum program, she was determined to leave a mark: “I only had big names in my mind, of course.” Putting in eight hours a week, she proceeded to approach these big names. Hundreds of e-mails, phone calls and letters later, she was still desperately empty-handed. “I felt terrible,” she recalls. “I thought, this is never going to work!”

Then, out of the blue, Van Beest received a call from Alessi, the self-proclaimed ‘Dream Factory’ from Milan. After a short courtship, Alessi said their head designer Stefano Giovannoni would be available for a lecture on December 15, 2003 . which was after the lustrum celebrations. Van Beest mulled it over and almost immediately realized the magnitude of the opportunity: “I was very willing to organize the Giovannoni lecture, even though it wouldn’t be for the lustrum.” Soon, Alessi’s Angels was formed and she was hooked.

The Giovannoni lecture received mixed reviews. Students showed such great interest that two halls were booked: the lecturer could be viewed on a large screen in the second hall, and the students switched places halfway through. However, the students’ tremendous expectations of Giovannoni weren’t fulfilled. Van Beest: “As soon as the room switch took place, everybody in the first hall lost interest and walked away. A lot of people thought Giovannoni was boring and certainly not better than an average guest lecturer.”

In contrast to the students’ disappointment with the Giovannoni lecture, Alessi’s reaction was unexpectedly positive: “They were very happy with the organization of the lecture; Alessi wasn’t used to that level of professionalism.” They were so impressed that two months later a request was made for a second lecture; but this time the lecturer would be Alberto Alessi, ‘The Big Guy’ himself. Moreover, they insisted that Van Beest and the Angels organize it. “We were overjoyed,” Van Beest says. “It was a big compliment, we couldn’t refuse.” But the bitter aftertaste of the Giovannoni lecture still lingered, and the Angels knew they would have to come up with something special to ensure a good turnout.

And so, the Alessi Design Competition was born. Van Beest: “We thought it was a great idea, Alessi thought it was a great idea, the students thought it was a great idea…it was a big hit.” 127 Industrial Design students submitted designs for either a nutcracker or a watering can: the three winners will be flown to Milan for the launch of Alessi’s new product line, and one of the winning designs will be taken into production. “We were hoping for an internship,” Van Beest says. “We never dreamed the winner would actually be taken into production. It’s the perfect prize.”
Discipline

Despite the passing of the competition deadline, and the competition’s apparent success, a lot of work still needs to be done. An Alessi exhibition is on its way, as well as the Alberto Alessi lecture on December 14th. Van Beeest: “There were no expectations last time, but this time around there’s a lot of pressure to get everything right.”

Van Beest emanates an air of graceful composure and has a straightforwardness in her manner that seemingly would put anyone at ease. Emboldened, I ask her how on earth she manages to combine her work for the Angels with her academic studies, social life, boyfriend, sports and part-time job, and she flashes a big grin: “I guess you could say I dropped a few classes.” For the past two years, her investment in Alessi’s Angels has averaged 14 hours a week.

Her greatest strengths apparently lie in her discipline, determination and resolve. “It’s all about setting a goal and wanting it bad enough,” she says. “You have to set priorities and focus your energy on attaining the goal, because the energy you get back from attaining that goal is many times more than you put in. Having a goal, a dream, something to work for…it gives my life purpose and direction.” As a result, van Beest tirelessly sets herself goals and does her best to fulfill them one by one.

On December 14 she will finally be able to cross an old – two years old in fact . goal off her list, when a famous designer gives a lecture at her faculty. “I’m really looking forward to it,” she says. “It will definitely have been worth it.” Hopefully, it will be a crowning moment. The Dream Factory paired up with a compulsive fulfiller of dreams.

I find myself wondering where I would be right now if I had Van Beest’s work ethic. Where will her resolve take her in the future? “I’m planning on going to Milan for a semester,” she says. “I’ve always wanted to go there.” Yet another goal set to be fulfilled. She certainly seems unstoppable at the moment. Her phone rings. It’s not Alessi; it’s her flat mate. He’s wondering when she’ll be home to clean the living room, a chore that’s long overdue. It’s good to know she has her priorities straight.

My alarm clock burned a bright red 13:05. I was late. The night before last had been a sleepless one; the Alessi Design Competition deadline had arrived and finishing my nutcracker entry came down to the wire. I wondered if Sottsass or Starck ever slept. Luckily, the person I was supposed to meet was the Eline van Beest, chairwoman of Alessi’s Angels, the committee in charge of organizing the very same competition.

Van Beest was sitting behind her office computer when I entered, writing an e-mail to, of course, Alberto Alessi, one of the world’s best-selling designers. My apologies for being late were light-heartedly waved aside, and a conversation ensued that was as intriguing as it was enjoyable. Van Beest, an Industrial Design Bachelor’s student of Norwegian and South-African origin, spoke candidly about her part in establishing ties with one of Europe’s most famous design houses.

Two years ago, when Industrial Design’s student association appointed Van Beest commissioner of lectures for the i.d lustrum program, she was determined to leave a mark: “I only had big names in my mind, of course.” Putting in eight hours a week, she proceeded to approach these big names. Hundreds of e-mails, phone calls and letters later, she was still desperately empty-handed. “I felt terrible,” she recalls. “I thought, this is never going to work!”

Then, out of the blue, Van Beest received a call from Alessi, the self-proclaimed ‘Dream Factory’ from Milan. After a short courtship, Alessi said their head designer Stefano Giovannoni would be available for a lecture on December 15, 2003 . which was after the lustrum celebrations. Van Beest mulled it over and almost immediately realized the magnitude of the opportunity: “I was very willing to organize the Giovannoni lecture, even though it wouldn’t be for the lustrum.” Soon, Alessi’s Angels was formed and she was hooked.

The Giovannoni lecture received mixed reviews. Students showed such great interest that two halls were booked: the lecturer could be viewed on a large screen in the second hall, and the students switched places halfway through. However, the students’ tremendous expectations of Giovannoni weren’t fulfilled. Van Beest: “As soon as the room switch took place, everybody in the first hall lost interest and walked away. A lot of people thought Giovannoni was boring and certainly not better than an average guest lecturer.”

In contrast to the students’ disappointment with the Giovannoni lecture, Alessi’s reaction was unexpectedly positive: “They were very happy with the organization of the lecture; Alessi wasn’t used to that level of professionalism.” They were so impressed that two months later a request was made for a second lecture; but this time the lecturer would be Alberto Alessi, ‘The Big Guy’ himself. Moreover, they insisted that Van Beest and the Angels organize it. “We were overjoyed,” Van Beest says. “It was a big compliment, we couldn’t refuse.” But the bitter aftertaste of the Giovannoni lecture still lingered, and the Angels knew they would have to come up with something special to ensure a good turnout.

And so, the Alessi Design Competition was born. Van Beest: “We thought it was a great idea, Alessi thought it was a great idea, the students thought it was a great idea…it was a big hit.” 127 Industrial Design students submitted designs for either a nutcracker or a watering can: the three winners will be flown to Milan for the launch of Alessi’s new product line, and one of the winning designs will be taken into production. “We were hoping for an internship,” Van Beest says. “We never dreamed the winner would actually be taken into production. It’s the perfect prize.”
Discipline

Despite the passing of the competition deadline, and the competition’s apparent success, a lot of work still needs to be done. An Alessi exhibition is on its way, as well as the Alberto Alessi lecture on December 14th. Van Beeest: “There were no expectations last time, but this time around there’s a lot of pressure to get everything right.”

Van Beest emanates an air of graceful composure and has a straightforwardness in her manner that seemingly would put anyone at ease. Emboldened, I ask her how on earth she manages to combine her work for the Angels with her academic studies, social life, boyfriend, sports and part-time job, and she flashes a big grin: “I guess you could say I dropped a few classes.” For the past two years, her investment in Alessi’s Angels has averaged 14 hours a week.

Her greatest strengths apparently lie in her discipline, determination and resolve. “It’s all about setting a goal and wanting it bad enough,” she says. “You have to set priorities and focus your energy on attaining the goal, because the energy you get back from attaining that goal is many times more than you put in. Having a goal, a dream, something to work for…it gives my life purpose and direction.” As a result, van Beest tirelessly sets herself goals and does her best to fulfill them one by one.

On December 14 she will finally be able to cross an old – two years old in fact . goal off her list, when a famous designer gives a lecture at her faculty. “I’m really looking forward to it,” she says. “It will definitely have been worth it.” Hopefully, it will be a crowning moment. The Dream Factory paired up with a compulsive fulfiller of dreams.

I find myself wondering where I would be right now if I had Van Beest’s work ethic. Where will her resolve take her in the future? “I’m planning on going to Milan for a semester,” she says. “I’ve always wanted to go there.” Yet another goal set to be fulfilled. She certainly seems unstoppable at the moment. Her phone rings. It’s not Alessi; it’s her flat mate. He’s wondering when she’ll be home to clean the living room, a chore that’s long overdue. It’s good to know she has her priorities straight.