Alberto Caiola | IDEAT
Shanghai, IDEAT, IDEAT magazine, design, Alberto Caiola, Caiola, Alberto, Salone del mobile, design week, milano, salone del mobile milano shanghai, salone del mobile milano.shanghai
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IDEAT Magazine




80 smq




Peter Dixie

Brand Strategy, Concept Design, Exhibition Design, Interior Design, Site Supervision
About This Project

IDEAT is a leading contemporary design & lifestyle magazine that takes a 360° look at the world of creativity.

As part of the first ever Salone del Mobile Milano Shanghai, the IDEAT booth translates the magazine’s vision into a dynamic spatial experience, highlighting the merging cities theme through the interaction of the digital and physical worlds.

As a result Alberto Caiola created a monochrome space featuring a deep blue colour, commonly used as postproduction and special effects background colour. The space therefore becomes a blanket of neutrality and yet representative for a world of possibilities.

Scrolling led displays throughout the entire space instil the feeling of movement, while the booth itself becomes a stargate to another world. The portal of this stargate is the Photo Booth stage where the guests are digitally thrown within the Milan Design Week hot spots for them to have a first glimpse of what to expect in Milan the coming April. Milan photos are courtesy of

In keeping with the spatial play, the orthogonal view of the space uncovers a huge flat Ideat logo, but looking at it from an angle breaks it up into different levels creating a fragmented abstraction.

At the heart of the space are the magazine stand and the cafe area while on the left side of the space a wide bleacher welcomes the guests to sit down for a moment.


引领全球当代潮流的生活设计杂志《IDEAT理想家》,以360度的视角展现创意世界的奇趣。在首届米兰国际家具(上海)展览会上,《IDEAT理想家》设计独特的展位把杂志的办刊 理念幻化成一场动感的空间体验,通过数字虚拟与现实世界之间的互动,凸显城市融合的主题。


Alberto Caiola Studio巧妙选取了印刷后期制作和特效背景里常见的深蓝,让参观者在一抹中性的纯色里探索世界无穷的可能性。走马灯式不断滚动的一条条字幕,让我们感受世界的瞬息万变;同时,这个空间又成为我们穿越进入另一个新奇世界的入口。米兰城市照片由fuorisalone.it授权使用。


根据空间艺术,我们利用交叉的视觉,隐藏着一个巨大的IDEAT logo。然而,从不同角度观察,画面又被分割成充满抽象意义的元素。


在这座“时光机器”入口处的摄影棚,参观者将以“数码化”的方式穿越到意大利,在米兰设计周的诸多超酷场所留影,并超前“预览”明年四月米兰国际家具展的新貌。整个空间的左侧还设计了宽敞的白色座席,邀请参观者在歇息的片刻,进一步探索 《 IDEAT理想家》的世界。