New Advertising Campaign 2025
my home is ME. But who is ME?
This question sets Meridiani's 2025 advertising campaign on the global stage.
It is an exploration of the identities of living spaces - a story told through evocative details and eloquent environments, with images that capture the core of moments, the soul of individuals, and the substance of objects within the home. It is a perspective that goes beyond the product, focusing on the true protagonists of the home: those who live in it, express themselves, share their stories, and leave traces of their presence.
my home is ME - the new tagline and ultimate expression of the brand’s DNA, first explored in the Storie di case catalogue - is the seed from which this new creative project was born. A study that translates into images the versatile yet always recognizable character of Meridiani’s collections, reflecting the promise of a home as a mirror of its inhabitant. This commitment is even embedded in the brand's name, with initials “ME” embodying the ability to design deeply personal rooms tailored to each person.
The 2025 advertising campaign features multiple subjects and scenes of life at home, documenting the unique connection people create with their space. Starting with the exterior of the home, the campaign will move on to chapters dedicated to the living area and dining space, unveiled separately at different times. Each narrative outlines a distinct portrait, shaped through impressions, shadows, and trails, shifting perspectives each time.
The series kicks off with the Open Air collection, set in the villa of a director - a visionary creator, passionate yet occasionally reserved. Immersed in the peace of lush nature, the setting serves as both a film and everyday life background - a mosaic of moments and atmospheres experienced by the character. Transitioning from the living room to the garden, the view opens on the modular composition of Vincent Open Air. A relaxing and welcoming scene made unique by the generous dimensions of the sofa and the soft roundness of its shapes; an oasis suspended between reality and fiction, between sounds and silences, enriched by the purity of neutral tones and the hues of the piping.
Each story is conceived to leave its mark, in environments designed by Meridiani for those who love them, live in them, and wish to share them. They capture our identity, reflect who we are and the essence of us, representing us and representing ME.
Watch the video of the first chapter of Meridiani's new advertising campaign and immerse yourself in the emotional and sensitive narrative of a director in their Open Air area.
Art direction: Andrea Parisio
Photography: Thomas Pagani
Styling: Laura Tocchet
Creative Agency: YAM112003