In 1970, the founder's grandson, Alberto Alessi, joined the company. The tray and basket collection designed by the Exhibition Design group, a modular table service system designed by Franco Sargiani and Ejia Helander, and Alessi d'Après were the first designs he developed. Alessi d'Après was a research operation for the production of "art multiles", which included, among others, Salvador Dalì: poetry and a clear statement of Alberto's desire to produce objects that are not only functional, but also capable of satisfying people's artistic needs. In the 70s, after these initial projects, partnerships with Ettore Sottsass, Richard Sapper, Achille Castiglioni and Alessandro Mendini contributed to transforming the company into the Design Factory envisioned by Alberto.