From left, Azhar Sajan, Founder of Casa Milano and Marina Mrdjen, Founder of IntelierCasa Milano has revealed details about its Talking Walls campaign, which aimed to go beyond a product showcase to place designers at the heart of its story, creating a collaborative platform to connect both emerging and established designers.
The integrated campaign was rolled out across social media, including Casa Milano’s Instagram, LinkedIn and Facebook channels, featuring designer stories, behind-the-scenes content and mentorship sessions. It also included digital content production, complete with designer interviews, video diaries and design-reveal content.
Casa Milano partnered with Intelier for its media services, as well as for PR, but handled all the creative strategy, campaign management, digital and social media execution, and production, including event coverage, video shoots and design showcases internally. The brand also entered strategic collaborations with publications such as Khaleej Times and The National to amplify the campaign’s narrative, ensure widespread visibility and reinforce the initiative’s credibility.
In conversation with Campaign Middle East, Azhar Sajan, Founder of Casa Milano, said, “This wasn’t just another marketing campaign; it was a design community-first, experience-led initiative. By shining the spotlight on the designers’ personal journeys — their inspirations, challenges, and growth — Casa Milano crafted an authentic narrative that resonated deeply within the design fraternity. Each mentorship session, each design concept and each transformation were shared with the wider public, encouraging organic conversations and engagement across the industry.”
Sajan added, “The specific goals of the Talking Walls campaign were to nurture the next generation of design talent, providing them with visibility and mentorship; to create a collaborative platform where senior industry experts can guide young designers, fostering a culture of knowledge-sharing; and, importantly, to expand its network within the design community, tapping into fresh perspectives and innovative ideas, while positioning Casa Milano as a facilitator of creativity and professional growth.”
Rather than focusing on products or sales, Casa Milano positioned its platform as a creative canvas, inviting emerging talent to reimagine bathroom spaces using materials supplied by the brand — all under the mentorship of respected stakeholders in the industry.
“At its core, the strategy was about empowering fresh voices, celebrating senior expertise, and bridging the gap between generations of designers. In doing so, Casa Milano not only aimed to foster creativity, but also broaden and strengthen its ever-growing design community,” Sajan said.
The success of the campaign is being measured through brand awareness and engagement: by monitoring social media impressions, reach and engagement rates across platforms, as well as through sentiment analysis: by gathering feedback from mentors, participants and the wider design community to assess positive sentiment and long-term brand perception.
“Through this campaign, everybody is a winner — designers, mentors and firms alike benefit from exposure, learning, and recognition. It also gives recognition to design firms and provides junior designers a platform for learning and growth, fostering connections across the design community,” Sajan said.
He concluded, “The market’s response has been extremely encouraging and positive. Junior designers have welcomed the opportunity as a platform that genuinely supports their careers, while mentors appreciate being part of a meaningful initiative that nurtures upcoming talent.”
CREDITS:
Client: Casa Milano
Media agency: Intelier
Production, digital and social media: Casa Milano in-house team
