Stoneware as the key to interior design

A cosmopolitan suite and a kitchen that evokes daily life are the two extremes of Marazzi’s new advertising campaign.

Marazzi’s 2024 advertising campaign, by Il Magma studio, focuses on two different interiors: a hotel suite and a domestic kitchen. Although the same materials recur in the coverings of both locations, their moods and contexts are strongly contrasting, illustrating the ability of the same ceramic material to dialogue with multiple styles and actively enhance the interior design of contexts from the contract to the residential.

In the elegant, sophisticated, cosmopolitan hotel suite, The Top Stone Look large-size slab coverings are used widely and creatively: from the more traditional wall coverings to the tops of furniture or bathroom countertops and furnishings. The interior design scheme uses just a few surfaces to create a more unified look. Although attuned to the style of the contract sector, the warm shades of Stone Look Silver Root and Breccia Imperiale, evoke the welcoming, reassuring mood of a home interior. This impression is reinforced by the extraordinary quality of the surfaces, given a striking tactile allure by the 3D Ink Premium Technology, with its unique matching of material, colour and 3D texture.

The project reveals the large-size slabs’ versatility of expression: the interior rejects the sequential room layout found in conventional suites in favour of an open-plan arrangement with functional areas – living and sleeping zones and bathroom – which merge in a seamless flow. This progression of areas is orchestrated by the materials themselves: Silver Root is widely used on the perimeter walls and on the floor, while Breccia Imperiale appears in the bathroom and on its cabinet, which is also the bedhead, creating a kind of three-dimensional panel that defines the zone within the open-plan layout. Porcelain stoneware in the darkest shade denotes the bathroom’s most intimate functional area. For this specific use, The Top Breccia Imperiale slabs are treated with the Puro Marazzi Antibacterial Premium Technology, able to eliminate up to 99.9% of bacteria and other harmful microorganisms from surfaces.

In contrast, the image of the kitchen used in the campaign offers a slice of daily life: a realistic interior of a home that has undergone renovation, reflecting its history and transformations, all shaped by the lives of its users.The chosen flooring is the Slow series inspired by traditional terracotta, with a warm, soft aesthetic achieved with the tactile effects of the 3D Ink technology. Breccia Imperiale reappears, this time used on the wall, for covering the storage units and for the top of the table. This single porcelain stoneware evokes traditional materials in the same way as the terracotta effect but is used in different roles, supported by the Puro Marazzi Antibacterial technology, which makes surfaces safe and suitable for contact with food.

The delicate colour of ArtCraft Pomice – a Crogiolo range collection that evokes the skilled work of craftsmen of past ages – features on the backsplash and in the coverings of the wall unit, the island and the base of the table. Four roles for the same stoneware brick tile, from the more usual wall covering to the concealed function in the table, which illustrate the importance of a change in texture or size in defining how a product is perceived, with an evocation of the flawed beauty of hand-made pieces.

Perhaps the most room’s most striking feature is the pillar clad with small-size Crogiolo Luz tiles with their super-glossy glaze. The pillar is a reminder of the structural or utility elements with which an accommodation often has to be reached in retrofit projects. In this case, it is emphasised through the use of green, continuing the same covering on the architrave to transform the pillar into the room’s most distinctive feature.

ArtCraft, Lux, Slow and The Top Stone Look (Berici was used on the countertop of the island) combine in a mix & match of different interpretations of porcelain stoneware. Corresponding in their colour shades, they vary in texture. With the surface finish achieved by the 3D Ink technology, porcelain stoneware acquires a tactile as well as a visual identity.

Concept and Art Direction: Il Magma

Thanks to

The Suite – Oluce, Bellosta, Atelier Areti and Gallotti & Radice

Kitchen – Acerbis, Bellosta and Vibia