Marazzi’s new advertising campaign portrays the lobby of a boutique hotel. Seventies atmospheres that suggest the many uses of ceramics, from vertical Terramater wall tiles to the terracotta appeal of the Slow floor tile collection

The 2025 advertising campaign by Marazzi, designed by the studio Il Magma, revisits one of the themes introduced in the previous ADV: ceramics in hospitality spaces but with a mood that shows how the material is not only versatile in applications but also capable of creating welcoming atmospheres. The new lobby is a spatial and typological exploration, a warm environment rich in well-harmonized details where the human presence leaves multiple traces, in accordance with the claim “human design” that emphasizes the ceramic’s ability to interpret daily life.

It is the lobby of a boutique hotel: “a unique and characterized space that focuses on design to stand out,” say Chiara Ormelli and Massimo Colonna from Il Magma. “It is a cozy but not small place, functional but inviting to stay thanks to the large relaxation area flooded with natural light. It is a conversation environment with a calm atmosphere. The architectural composition, with the prevalence of curved lines, recalls the Seventies. However, the reference is more evocative than a true citation: the colors of the environment are neutral and ton sur ton, rather than bright and contrasting.”

The choice of curvilinear volumes arises from the enhancement of the collection of ceramics in enamels and red clay Crogiolo Terramater, whose small format allows covering concave/convex surfaces. The applications show how the tiles become an element of architectural composition: self-supporting walls and partitions that organize the space, accentuated by the alternation of smooth surface and diamond decoration. The image also highlights the light reflection characteristics of Terramater: in the same curved wall in the background, the sharper and more marked reflection of artificial lighting from the false ceiling and the softer and washed-out refraction impressed by natural light can be seen.

The reception counter features the top covered with slabs from the collection The Top Stone Look Silver Root with a natural stone effect. The same finish is used on the circular tops of the tables, showing the versatility of ceramic material in creating furniture elements. The chosen color for the slab is the lightest (White) to match the neutral and warm tones that characterize both the space and the furnishings, all tuned to the welcoming feeling that the environment conveys.

The volume of the reception features a double curvature that enhances the laying of the tiles and a metal skirting board, a material that is repeated in the columns, the bases of the tables, and the ceiling. The change of materials – the more reflective metal and the warmer and more porous wood of the bookshelf behind – emphasizes the ability of the Terramater and Slow collections, laid on the floor, to dialogue with different finishes, textures, and colors.

Finally, the wide perspective on the lobby that characterizes the ADV highlights the other protagonist of the image: the Slow collection, whose warm tones recall the tradition of terracotta typical of Mediterranean countries, but whose large format (120x120cm) makes the material contemporary.

ADV project: Il Magma
Sofas and seats: De Sede
Lighting: Vibia

Effects and materials