Europe’s first porcelain manufacturer MEISSEN launches a Spring campaign that reinterprets the brand’s heritage as a source of timeless inspiration. Under the title “Imaginative Awakening”, MEISSEN presents its new Spring collection, demonstrating how the manufactory’s more than 315-year heritage is translated into a living creative resource for today.
Imaginative visual worlds were created to showcase the new collection across tableware, home décor, art, figurines and jewellery. Photographer Dirk Weyer and AI artist Jeannette Bergen jointly developed the visual execution, with art buying by Kerstin Mende. The campaign combines tradition and innovation in an aesthetic that highlights the brand’s uniqueness.
“MEISSEN stands for over 315 years of design excellence — every new technology has to prove itself against that standard. Photography defines the look, AI opens up new creative spaces, and the film is created from the same images. In the end, only one thing matters: that the image resonates, not how it was made. For me, this hybrid approach is the future of high-end campaign production.” Director & Photographer Dirk Weyer
Lena Hensel, Creative Director at MEISSEN: „‘Fantasievolles Erwachen’ ist eine Liebeserklärung an das Schöne, das Authentische, das Wagemutige und das Individuelle geworden. Jedes MEISSEN-Stück trägt eine zauberhafte Geschichte in sich und zugleich die schöpferische Freiheit, neu gedacht zu werden. Wir freuen uns sehr, dass wir mit Scholz & Friends einen Partner gefunden haben, der unsere Tradition verstanden hat und sie in einer traumhaften Bildsprache federleicht mit der Gegenwart verbindet.“
At the core of the creative concept was the question of how a luxury brand with over 300 years of design heritage can be translated into the present day. „Wir schaffen eine neue MEISSEN-Ära, in der zeitgemäße Romantik als Plattform für grenzenlose Fantasie neu interpretiert wird. Unsere Bildsprache verbindet Respekt vor der Vergangenheit mit lebendiger Kreativität und einem Augenzwinkern. So erzählen wir fantastische Geschichten und machen die einzigartige Welt von MEISSEN erlebbar,“ explains Nicole Thalheim, Head of Design at Scholz & Friends Hamburg.
Colour plays a central role: the more than 300 nuances of the manufactory’s proprietary colour system, developed in its laboratory since 1720, are used as a defining design element that conveys the brand’s values and uniqueness. MEISSEN reinterprets individuality and timeless elegance, reaching a broader audience while maintaining its unmistakably exclusive identity.
The campaign is designed for use across catalogues, flyers, point of sale, social media, the website and direct mailings, and will be visible throughout Spring and Summer.