Alberto Ajelli

Italian Designer based in London with an academic past in Psychology. Alberto Ajelli’s research in graphic design is heavily influenced by social studies and social science.

With practices that vary from graphic design to photography, his work is particularly focused on keeping trace and document the history and the future of the LGBTQ+ community.

With his interests in philosophy, literature and art he always tries to look for answers about how people perceive and interpret the world and society. His approach towards  practice and knowledge, in general, can be condensed in the sentence: “Before running, you need to know how to walk”. In previous projects, he explored the representation of the queer community and the subculture revolving around it and the developing pop culture generated by the community itself and its progressive involvement in mainstream communication channels.

Harvesting Misunderstanding

The text that has been used as the starting point for the development of the project "harvesting misunderstanding" brought my exploration towards the world of conceptual art, one of the most debated and controversial expressions of art. The critical point I identified is that to fully appreciate an art piece belonging to this field of study is necessary to know what lies behind it and is necessary to develop a certain acquired taste for it.

The way I decided to explore this is through the use of games, games are a powerful tool to grow up, to explore the world and social dynamics inside the safe space of fiction.

What I did therefore was to create a game that through the lens of irony and with a lighthearted approach, allow people to play the part of a conceptual artist and take part in the conversation around art.


ConceptualArt, BoardGame, Misunderstanding, Concept, Game

Kingston School of Art, Kingston University
MA Communication Design: Graphic Design 2020/2021


In collaboration with

Exhibition team
Claudia Chiavazza & Yifan Wu

Visual identity
Abhimanyu Bhatia & Shelley Huang

Social Media
Lina Toumpeli, Lucy-May Turner & Pankti Shah

Gayathri Anthey

Claudia Chiavazza & White Bai

Jean Zeng & Zimeng Jia

Yangyang Wu & Xueqi Bai
Special thanks to
Alberto Ajelli / Anna Kehrer / Azza Wielach / Ell Flynn / Kate Jenkins / Pablo Grattoni / Yileng Yin / Zeina Boukhaled

Andrew Haslam / Cathy Gale / Max Ryan / Naho Matsuda / Tao Lin