PARAPHERNALIA opens it’s doors in 1966, a boutique situated amidst the artistic district of Milan: Brera. A mosaic of interesting objects and perfumes from all over the world make-up PARAPHERNALIA’s particularity. Suddenly, the boutique becomes a meeting point for students and artists of the district, discussing and confronting their ideas.
With the birth of the laboratory, architects and designers meet in the backroom of PARAPHERNALIA. Ideas with the taste of Design fill the store. From the circular mirror with a plastic orange rim to the fluorescent poster of Jimi Hendrix, objects signed by PARAPHERNALIA quickly become icons of the times. Young artists find their – playground – letting their creativity to the service of PARAPHERNALIA.
PARAPHERNALIA becomes a reference point in Italian Design. Production at an industrial scale of Designer objects is established. At the MACEF exposition, a black monolith rises in the corner of the PARAPHERNALIA stand. Behind a Plexiglas window in the monolith, aluminium objects can be previewed, the first PARAPHERNALIA writing instruments are presented to the public (AL 13).
The name PARAPHERNALIA is changed to PARAFERNALIA® and deposited as trademark. Production is diversified and the brand is introduced in schooling accessories, and beauty stores.
The group DECORLINE, an Italian distribution company, takes majority in PARAFERNALIA®. It introduces other brands to shoulder PARAFERNALIA® brand and increase market share and attracting the interest of other brands from the world of design.
A prestigious designer becomes interested in the know-how of PARAFERNALIA® and proposes to them an entire line of objects under their own brand. PININFARINA chooses PARAFERNALIA Writing Instruments as partner to begin the project and the commercialisation of writing products.
Looking forward to the new millennium, the wave of Y2K rekindles the interest in modern design, giving new inspiration to the men of PARAFERNALIA® and to return to the sense of it’s original philosophy – meeting point for ideas in Design.
Architects and designers from all over the world sollicitate with enthusiasm the attainment of the “mission” of PARAFERNALIA® men. New projects are activated. Culture and style are the power engines of the brand. Birth of a key role, the commercialisation of the PARAFERNALIA® brand around the world. Strategic alliances and investments for the future are activated to guarantee continuity of the brand. AL13 srl manages new product and image, appropriately studied for this goal.