A New Perspective on Tiles
Mutina’s first advertising campaign dates back to 2015 and was commissioned to Dutch artist duo Scheltens & Abbenes to mark the company’s tenth anniversary. An important step that aimed to reflect the brand’s values, narrate the milestones in its history, and give voice to the future ahead. In order to celebrate what was an important anniversary, the first campaign showcased all the collections that played a part in Mutina’s success, coming up with an inspirational architectural composition with great visual impact.
The abstract approach merged two-dimensional and three-dimensional elements and was taken one step further in the photos taken for the second advertising campaign in 2017, focusing on three different collections: Numi by Konstantin Grcic, Puzzle by Edward Barber and Jay Osgerby, and Rombini by Ronan & Erwan Bouroullec. Scheltens & Abbenes were asked to design these small works of art with the remit of giving new, fresh vision to the product while underlining how Mutina ceramics are not just coverings but genuine elements of interior design. Their work is known for its technical and crafted perfection, their distinct pictorial clarity and bespoke sets where the items are organised meticulously in configurations that have a strong graphic personality.