IDILLA or (The Eternal Echo of Clay): Alice installation for Milan Design Week 2025 at the showroom in via Marsala, 2 is a poetic tale of matter, memory and transformation.
Ceramic is matter, memory and transformation. Idilla or (The Eternal Echo of Clay) tells the story of ceramics not only as a product, but as a witness to an ancient knowledge that resonates in the present.
Hosted in the Alice Ceramica showroom in Via Marsala 2 in Milan, this installation curated by Studio A-ro celebrates Idilla, the new collection designed by Manuel Di Giacobbe, where mattertakes shape in a dialogue between craftsmanship and industry, nature and design.
An installation that invites us to rediscover the essence of clay, its ability to transform itself and to preserve the traces of its history over time. Part of the installation is dedicated to a series of images that narrate the production process of ceramics, from its working phases to its final transformation. These photographs dialogue with another visual narrative: images taken in the ruins of the Roman amphitheatre of Ocriculum, a place that becomes a metaphor for the path of ceramics itself.
Like the stones of an ancient arena, which stand the test of time and tell the stories of pastcivilisations, ceramics becomes the witness of a heritage that renews itself, finding new forms and expressions without ever losing the link with its origin.
The installation will therefore consist of nature and technological elements, such as screens, symbolising the dualism between man and machine, nature and technology. This visual and conceptual juxtaposition underlines the dialogue between tradition and innovation, inviting the visitor to reflect on the relationship between the organic and the digital world.
Ceramic, rooted in its land of origin, opens up to new horizons, bringing with it the value of tradition reinterpreted in a contemporary key. The manufacturing process sees it born, evolve and take on a new identity, without ever forgetting its history.
In the heart of the Brera Design District, Idilla or (The Eternal Echo of Clay) becomes a reflectionon the value of tradition and innovation in contemporary design. An echo that continues to vibrate in the surfaces, colours and shapes of ceramics, transforming space into a tactile and poetic tale.
