A journey through craftsmanship and technology in Alice’s showroom installation for Milan Design Week 2025, where clay’s memory comes to life, telling the story of its evolution.
Idilla or (The Eternal Echo of Clay) is the installation by Alice Ceramica for Milan Design Week 2025, hosted at the showroom on Via Marsala 2. Curated by Studio A-ro, it celebrates the Idilla collection, designed by Manuel Di Giacobbe, showcasing ceramics as a material shaped by history, memory, and transformation.
Ceramics preserve ancient knowledge that endures and evolves, creating a dialogue between craftsmanship and industry while exploring the bond between nature and technology. The Idilla collection takes center stage in a journey through its production process, from shaping to final transformation.
A section of the installation presents a visual narrative of the ceramic-making process, accompanied by images of the collection set among the ruins of the Roman amphitheater of Ocriculum—a site symbolizing the material’s history. Like ancient stones, ceramics withstand time, preserving the stories of past civilizations.
The interplay between nature and technology is enhanced by screens and digital elements, highlighting the contrast between the organic and the virtual. This juxtaposition invites visitors to reflect on the fusion of tradition and innovation, offering a poetic and sensory experience that reinterprets heritage in a contemporary way.
Showroom Alice c/o Brera – Via Marsala, 2
