The laboratory "Ideaforma" begins its work in June 1999, proposing the handicraft production of artistic ceramics, the decoration of pottery, the installation of decorative panels in ceramic tile and lava stone. The location of the company, based in Trecastagni, a tiny village nestled on the slopes of Etna, makes it extremely conducive to the availability of the volcanic lava that teacher Maria Grazia La Rosa, owner of the laboratory, uses as a mean to bring to life highly original paintings representing an ideal combination between the warmth of raw material and the intrinsic luminosity of the colors that continue, like a bridge, to demonstrate and strengthen the Sicilian tradition by making strong this binding to the most fruitful moments of artistic creation .

The teacher Maria Grazia La Rosa is a graduate of the Academy of Fine Arts in Catania at the school of decoration. After her studies, fascinated by the potential expressive techniques that ceramics could offer, she attended the workshops of master craftsmen of Caltagirone, Sicily pride for the production of artistic ceramics.

The experience gave her a technical training, acquiring ancient methods of working in the proceedings, but new in results. She absorbed the iconographic elements that identify the Sicilian territory, from the decorations of the Renaissance, through to the original inventions of the Baroque period.

Drawing from a repertoire of images common to several generations of decorators, Maria Grazia La Rosa reworks decorative compositions according to a new sensibility in the renewed relationship with the shapes and colors. From all this springs a production of manufactured goods in ever-changing mutation, according to the spirit of experimentation characteristic of contemporary artistic production.

In recent years, the laboratory also specializes in the production of ceramic magnets, such as gift item for birthdays, holidays, weddings, births and any other occasions.