Bridging Heritage and Contemporary Living
Knoll — Digital Campaign
brand strategy — Partnerships — Editorial Direction
Context
As digital-first campaigns became central to brand storytelling, Knoll sought to create a new editorial series that explored how modernist design lives within contemporary homes. The objective was to introduce iconic furniture pieces to a younger audience through authentic, human-centered narratives.
Approach
Maia led the campaign strategy and editorial direction for Shu Magazine, a series highlighting designers, creatives and entrepreneurs living with modernist furniture in their homes. The campaign paired portrait photography with interviews, positioning Knoll’s historic designs within contemporary lifestyles while reinforcing their continued cultural relevance.
Outcome
The campaign drove engagement across Knoll’s digital channels while repositioning modernist classics for a new generation of design audiences.
