A splendid venue for the IAD Italia 2025 convention
For the fourth consecutive year, Location a Milano was responsible for identifying the venue for the annual IAD Italia convention.
The objective was clear from the beginning: find a space capable of sustaining a highly theatrical event format with continuous performance, rapid stage transitions, and strong visual coherence. The concept initially drew inspiration from circus imagery and later developed into “The Greatest Show”. This evolution required a venue that could function not simply as a hosting environment but as an active structural element of the event. The space needed to support rhythm, visual transformation, and audience immersion without interruption.
An iconic setting aligned with the creative concept
The venue selected by Location a Milano is widely recognisable within the Milanese cultural landscape and had never previously been used by IAD Italia. This decision introduced an element of novelty while maintaining full coherence with the theatrical direction of the convention.
Several factors made the space particularly suitable. Its visual identity provided an immediate scenographic presence. Its internal layout allowed multiple performance configurations without structural constraints. Most importantly, the venue offered resident technical equipment, which made it possible to maintain a high production standard while controlling costs.
Spatial design supporting performance continuity
The transformation of the venue relied on targeted design interventions rather than large-scale structural modification. Scenographic catering carts were introduced to reinforce the visual language of the show. The audience area was enhanced with gold seating, which contributed to a coherent aesthetic framework and interacted effectively with the lighting design.
More significant than the decorative elements was the spatial capacity to support uninterrupted performance. The venue accommodated a continuous sequence of acrobatic acts, illuminated dance performances, stilt walkers, and DJ sets. Each element followed the previous one in a controlled and consistent flow.
A venue that shaped the overall outcome
The convention concluded successfully despite the high level of organisational complexity. The venue supported both the creative and technical dimensions of the project, ensuring continuity of performance, clarity of staging, and effective control of audience flow.
Its adaptability allowed complex technical requirements to be implemented without compromising visual coherence. Its spatial strength sustained the narrative structure of the event from beginning to end.
The result was a structured, engaging convention fully aligned with the expectations of IAD Italia, demonstrating how the right venue can determine not only the feasibility of an event but also the quality of the experience it delivers.
