Words By Allegra Salvadori

In honor of its 45th anniversary, Tanagra unveils a new campaign that pays tribute to artistry, heritage, and the timeless craftsmanship of its most iconic maisons. More than a milestone, the initiative is a love letter to the artisans, ateliers, and cultural stories that have shaped Tanagra into a symbol of refined living in the Middle East.

Since its founding 45 years ago, Tanagra has bridged tradition and modernity by introducing the region to the finest expressions of art de vivre from Europe. Through its deep-rooted partnerships with maisons such as Christofle, Lalique, Bernardaud, Baccarat, and Daum, Tanagra has become a true curator of culture — spotlighting the makers behind masterpieces and reaffirming its role in preserving artisanal heritage.

At the heart of the campaign lies a striking hero film that offers a rare glimpse inside the French workshops of Tanagra’s maisons. Filmed on location, it captures the quiet mastery of artisans at work, highlighting the intricate processes that transform raw material into timeless creations.

The campaign’s accompanying photography reimagines Tanagra’s pieces within the white walls of an art gallery. Removed from their traditional contexts, the objects transcend décor to become sculpture — contemporary works of art that are both timeless and collectible.

Through cinematic storytelling, still-life artistry, and a digital rollout, Tanagra invites its audience to witness the beauty, detail, and soul behind every creation. As it celebrates 45 years, Tanagra looks not only to its storied past but to its future, continuing to craft experiences that celebrate heritage and artistry.