When the kitchen becomes a landscape

For 2026, Marazzi presents an advertising campaign that showcases two domestic spaces – a living room and a kitchen – designed to present ceramics not only in their technical dimension, but as a central element in the construction of the space and design language. The kitchen setting aims to create a space that is more narrative than simply for display. The mood is intimate and warm, immersed in an evening light that amplifies the material tones. The space opens towards the outdoors, suggesting continuity with the natural landscape and conveying the idea of a lived-in home, shaped by daily gestures. The composition revolves around a large, slightly off-center island, while the gaze is guided toward the garden. “We tried to use a different angle than usual,” explains Massimo Colonna, co-founder of Il Magma, the studio that conceived the campaign, “not frontal but more lateral, to make the space more dynamic.”

The kitchen thus becomes a complex domestic landscape, where materials and surfaces are layered: the floor in Mystone Pietra di Sicilia, which evokes the warm, veined base of Sicilian stone, is juxtaposed with the countertop and kitchen cabinets clad in Mystone Tivoli beige, while the Crogiolo Lume collection in caramel defines the geometry of the doors and covers the supports of the island block. Full-height wall coverings, alternating with dividing walls and large windows overlooking the garden, introduce the warmth of terracotta from the Slow collection in the shade of pumice or clay: “the idea,” notes Chiara Ormelli, co-founder of Il Magma, “was to build a layering of textures and warm tones, avoiding a uniform effect.” Light plays a key role, amplifying reflections and elongating perspectives. “The viewpoint leads outside, but the eye continues to see the entire interior laterally,” observes Colonna, highlighting the depth of the image.

Compared to the 2026 campaign set in the living room, here the narrative dimension is even more explicit. An adult and a child cross the space: “to give more warmth to the image we included this family scene,” says Colonna, “we did not want a static space but to recreate a moment of life.” The props also contribute to this construction: iconic seating and lamps, deliberately uncoordinated details: “homes are not showrooms,” emerges from the conversation, “furnishings accumulate over time.” The result is a kitchen that goes beyond function to become a story: a space where ceramics are not just surfaces, but bring depth, warmth, and everyday life.

Campaign project: Il Magma
Furnishings: Artemide, Lava