Magis is a Motta di Livenza design brand founded in 1976 by Eugenio Perazza, known for the Konstantin Grcic Chair_One and a portfolio of museum-collected design objects.
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See all ads on AdLibrary →Magis is an Italian design brand founded in Motta di Livenza in 1976 by Eugenio Perazza, known for producing award-winning design objects and furniture in collaboration with designers like Konstantin Grcic, Jasper Morrison, and Stefano Giovannoni. The Chair_One, launched in 2004, is one of the most recognised contemporary design objects globally and part of major museum collections.
Magis advertising leverages the cultural capital of its museum-collected pieces—Chair_One appears in MoMA, Vitra Design Museum, and Design Museum collections—to create brand authority that product advertising cannot purchase. New collection launches at Salone del Mobile are the primary campaign moments. Designer collaborations provide news hooks for paid campaigns. Explore Magis's live ad creative on AdLibrary to see how design museum credibility is translated into advertising.
Instagram is Magis's primary digital channel, where the graphic distinctiveness of Chair_One and other iconic pieces creates high-quality creative with minimal production investment. Facebook carries broader design enthusiast campaigns. Outdoor furniture products receive seasonal campaign treatment in spring and summer. Audience targeting focuses on architects, interior designers, and design collectors globally across major European and North American markets.
Copy is design-world literate: 'Design you can live with,' 'Objects that define spaces,' 'Twenty years of Chair_One.' Designer name citations—Grcic, Morrison, Giovannoni—serve as quality signals. Outdoor collections use seasonal lifestyle language. New product ads reference design heritage to contextualise innovation: 'The next icon from the makers of Chair_One.'
Magis demonstrates how museum collection placement creates an indelible marketing asset—a piece that lives in MoMA needs no further credibility proof in advertising. Their design-literate audience strategy shows that narrow, expert-audience targeting can build broad brand awareness in categories where professionals act as opinion leaders and specifiers for commercial projects.
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