Ideagroup – Milano, 2024

THE IDEAGROUP SHOWROOM IN MILAN

On the occasion of Milan Design Week 2024, Spazio Milano, the new showroom of bathware brand Ideagroup, opens its doors. Spread over three levels for a total of over 300 square metres and strategically located in a historic building at Via Manzoni 43, this space has been conceived by the brand’s art director Riccardo Gava for designers seeking inspiration for furnishing the bathroom and wellness environments.

“The project,” comments Gava, “was born from the desire to find a common thread that could keep the three display areas connected by a minimal but scenic staircase, and the different types of products that represent the brand’s solutions and proposals”.

Graphics: Aged 01 – Material: New Middle – Catalogue: Sfumature di Magnolia

The colours of the walls and ceilings are white, to enhance the vaults of the historic ceiling, and a customised light dove-grey tone that blends with the ecological resin of the floor made in the same tone. To add elegance and warmth to the environment, Instabilelab’s Aged graphic design was chosen, which traces the paths of the exhibition with its large leaves in natural tones.

“The aim,” adds Gava, “was to highlight the individual products on display as if they were framed by the lens of a camera”.

Graphics: Aged 01 – Material: New Middle – Catalogue: Sfumature di Magnolia

All the lighting elements, designed together with Davide Groppi, are perfectly integrated to enhance the volumes and the articulated three-dimensionality of the spaces. While the decorative element that creates the scenography of the various sets is the wallpaper by Instabilelab, which embraces the volumes of the freestanding bathtubs and covers the walls of the basement room where the materials library is located.

Graphics: Aged 01 – Material: New Middle – Catalogue: Sfumature di Magnolia

“I wanted to design a showroom,” concludes Gava, “that would highlight the potential of the brand’s proposals, which range from bathroom furniture, to shower enclosures and trays, to solid surface freestanding bathtubs, and ending with the latest project presented by Disenia with its mini-pool solutions for the wellness sector”.

CREDITS

Location: Milan

Photography: Ideagroup