The living room as a setting for life

The ADV 2026 campaign by Marazzi creates two domestic settings – a living room and a kitchen – designed to present ceramic not only as a technical material, but as a true design element. The living room setting creates a space that is both architecture and narrative: the mood is warm and homely, crossed by afternoon light that softens the surfaces and adds depth. It is therefore a lived-in space, able to evoke everyday life and the essence of the material.

The scene is structured as an open space reminiscent of experimental designs from the 1970s, where the interior architecture is arranged on different height levels: “the stepped composition of the space,” says Massimo Colonna, co-founder of Il Magma, the studio that designed the ADV, “becomes a narrative device. The platform hosts sofas and shelves, while other steps function as seats or ledges, in a spatial articulation that, on the one hand, creates depth and dynamic perspective, and on the other, showcases the functional and expressive versatility of ceramic, capable of adapting to different uses without losing material coherence.”

Ceramic does not simply cover, but shapes the space. The Grande Lume, which interprets the famous Crogiolo Lume in large formats (160×320, 120×278 and 162×324 cm), extends throughout the space in an intense rust tone; while Mystone Pietra di Sicilia evokes Sicilian stone with a warm, veined background, introducing a brighter and more stone-like element. “We tried to use these collections as widely as possible,” explains Chiara Ormelli, co-founder of Il Magma, “to show how stoneware can generate different material landscapes, reacting to light in different ways.” And the interplay between porous and reflective surfaces is enhanced by the warm late afternoon light: “the change in material and the variations in height bring the open space to life, allowing us to showcase the surfaces at their best,” adds Colonna.

The furnishings and props – light bookcases, essential seats, iconic lamps – are carefully chosen to complement without overwhelming. “The approach,” Ormelli specifies, “always revolves around the space and the ceramic: to enrich without distracting attention.”

The human presence, finally, introduces a more familiar dimension: figures in motion move through the space, helping to convey a genuine setting. The result is a living room that avoids rigid display and moves closer to a real, layered, and deeply lived-in dimension.

ADV project: Il Magma
Furnishings: Flos, MDF Italia