“Imaginative Awakening”: MEISSEN and Scholz & Friends Present Their Spring Campaign
Europe’s first porcelain manufacturer, MEISSEN, is launching a spring campaign titled “Imaginative Awakening,” which reinterprets the brand’s rich heritage as a source of timeless inspiration. MEISSEN has partnered with Scholz & Friends as its agency.
Under the title “Imaginative Awakening,” MEISSEN presents its new spring collection and demonstrates how the manufactory’s 315-year heritage is being further developed as a vibrant creative resource in the present day. The campaign combines tradition and innovation in an aesthetic that underscores the brand’s uniqueness.
Scholz & Friends Hamburg was brought on board as a partner for the development and implementation of the overall creative concept. Working closely together, they created imaginative visual worlds that showcase the new collection across the product categories of Tableware, Home Decor, Art, Figurines, and Jewelry.
Lena Hensel, Creative Director at MEISSEN: “‘Imaginative Awakening’ has become a declaration of love for the beautiful, the authentic, the daring, and the individual. Every MEISSEN piece carries an enchanting story within it and, at the same time, the creative freedom to be reimagined. We are delighted to have found a partner in Scholz & Friends who has understood our tradition and effortlessly connects it to the present through a dreamlike visual language.”
At the heart of the creative concept was the question of how a luxury brand with over 300 years of design tradition could be brought into the present. “We are ushering in a new era for MEISSEN, in which contemporary romanticism is reinterpreted as a platform for boundless imagination. “Our visual language combines respect for the past with vibrant creativity and a touch of whimsy. This is how we tell fantastical stories and bring the unique world of MEISSEN to life,” explains Nicole Thalheim, Head of Design at Scholz & Friends Hamburg.
The color palette plays a central role in this. The over 300 shades of the manufactory’s own color system, developed in the manufactory’s laboratory since 1720, are used as a distinctive design element that conveys the brand’s values and uniqueness. MEISSEN reinterprets individuality and timeless elegance, thereby reaching a broader audience—driven by its unmistakably exclusive appeal.
The campaign is designed for use in catalogs, flyers, at the point of sale, on social media, on the website, and for direct mailings, and will be visible in the spring and summer.
Credits
Client: MEISSEN Porcelain Manufactory
Head of Marketing: Iryna Yudovich
Creative Director: Lena Hensel
Creative Agency: Scholz & Friends Hamburg
Management: Marielle Wilsdorf, Andreas Bilgeri
Creative Direction: Nicole Thalheim
Art Direction: Bianca Pistoll, Ophelia Darty, Florian Smarsley, Luca Goodwin
Copy: Marie-Luise Harnisch
Art Buying: Kerstin Mende
Consulting: Sabrina Lenz
Photos: Dirk Weyer
Styling: Christian Kleemann
AI Artist: Jeannette Bergen
Film: Kay Tiedemann