Mateus Celebrates the Customers Who Never Left
Mateus, the Swedish ceramics brand founded in 1993 by Teresa Mateus Lundahl, has launched a new campaign that turns its attention away from newness and toward continuity. Honoring the Long Time Clients centres on the customers who have lived with the brand over decades, building collections piece by piece, layering new colours and forms alongside old ones, never quite starting over.
The campaign is told through one home. Eva Wikström, who bought her first Mateus plate 26 years ago, has spent two decades adding to her table, sometimes in the same tones, sometimes in new ones. Her daughter Linn, now 30, has started building her own collection alongside it, some pieces received as gifts, others chosen herself. It is a quiet portrait of how objects accrue meaning across a life, and across generations.
“Nothing is too fine to be used. I like to set a beautiful table, whether it’s an ordinary Tuesday or when we have guests. It does something to the atmosphere,” says Wikström.
The campaign reflects something built into the brand’s design logic from the beginning. When Teresa Mateus arrived in Sweden from Portugal, she saw colour and pattern beginning to enter otherwise restrained Nordic interiors, and founded the brand on the idea that each new piece should be able to live alongside what already exists on the table, not replace it. Each item is handmade and hand-painted by craftspeople in Portugal, meaning no two pieces are identical.
More than 30 years and 600 products later, that founding idea is now the subject of the campaign itself.
