Maisons du Monde relaunches brand advertising with a campaign in France, Italy and Spain
In a press release published in November 2026, Maisons du Monde presented a multichannel campaign aimed at “re-engaging its consumers” and highlighting the creative quality of its offer. The retailer places this initiative in a context of environmental tensions and declining purchasing power, where the home, according to the company, is asserting itself as an essential refuge.
Speaking to consumers’ everyday lives rather than about decoration
Designed by the agency Romance, the campaign makes the choice to “talk about the world and those who live in it, rather than talking only about decoration”, presenting the brand’s products as answers to the small and big frustrations of everyday life.
The campaign draws on the codes of the press: each visual is laid out like a newspaper front page, with the brand logo serving as the masthead.
Headlines anchored in the times, such as “Given the price of petrol, you might as well have dinner at home” or “The world is ugly. But not your decor”, are paired with an iconic piece and its price.
“Our goal with this message is to help people rediscover the intrinsic value of our collections,” said Anne-Marie Gaultier, the brand’s executive director, highlighting the “value for money, price, style” of the products designed by the retailer’s in-house designers.
A rollout in France, Italy and Spain starting November 4
The campaign is rolling out from November 4, 2026 in France, Italy and Spain, across print advertising, digital and social media. The group presents it as designed to support the brand’s ambitions in Europe.
The visuals and videos, created by photographer Thomas Weil (studio Hold On Please), showcase furniture to luxury standards, creating a contrast with accessible prices. The retailer sells its collections online and in more than 300 stores across eight European countries, and claims 6 million customers.
Referring to a “long absence from brand advertising”, Anne-Marie Gaultier said she wants to take the floor again with a campaign that “reconnects with what makes up the DNA of Maisons du Monde”, combining, in her words, humor and irreverence.
