Dierre. It’s life that opens the door.

Dierre embarks on a new chapter in the history of Italian security with the launch of the “It’s Life That Opens the Door” campaign, developed by Studio Volpi. This project signifies a pivotal moment in our communication strategy, reflecting our company’s rich history and the passion, care, and innovation that have always defined us. The film showcases the technological evolution of our doors and captures the emotions and life moments that each product represents.

The Door: Gateway to New Spaces and Opportunities

More than just a piece of furniture.

In our new campaign, the door transcends its role as mere furniture to become a universal symbol. It signifies a boundary that divides worlds, spaces, and states of mind. Stepping through a door means entering a new room and embarking on a new chapter in life. The phrase, “It’s life that opens the door” powerfully captures this duality, merging the quality of Dierre products with a broader vision: the door as a gateway to new experiences and moments in life.

Stepping through a Dierre door signifies the beginning of a journey that encompasses both physical and emotional realms, reflecting themes of change, growth, and discovery. The term “door” carries a double meaning here: as a tangible product and a catalyst for transformation. Dierre doors serve not just as physical barriers but as gateways to new journeys and adventures in life.

Vincenzo De Robertis, founder and president of Dierre, emphasizes,

“The door is the most extraordinary piece of furniture a family possesses. It provides security, creates harmony, and connects us to the world while safeguarding our intimacy. It is the first object representing who you are, reflecting your identity and story.” This philosophy informs every aspect of our process, from the initial concept to design and production, ensuring that each Dierre product offers protection and embodies the values and emotions of those who choose it.

Dierre’s most iconic models

D180, together with Sentry and Lucchini

At the heart of the campaign lies the D180, an armored door that embodies the excellence and quality synonymous with our brand. However, it transcends mere functionality to become a symbol of security and beauty, designed to protect without compromising elegance. The D180 exemplifies the perfect fusion of technology and craftsmanship, showcasing Dierre’s security and interior doors leadership. The film also features other iconic models from Dierre’s rich history, including the Sentry door, known for its modern lines, and the Lucchini model, which beautifully marries tradition with innovation.

As Laura De Robertis, Dierre’s Marketing Director, explains:

“With this campaign, we aimed to convey not just the concept of security but also the essence of people’s hearts and lives. When discussing armored doors, there’s often a tendency to dramatize security greatly. Our goal was to resonate with people on a deeper level, emphasizing the strong connection we share with our audience.”

Celebrating 50 Years of Dierre

A Legacy of Innovation and Quality

The campaign also celebrates Dierre’s 50th anniversary, marking nearly five decades of innovation in the security door and lock industry since 1975. With strong roots in Italy, our factories in Villanova d’Asti, Mondovì, Avigliana, and Cornate d’Adda produce over 200,000 security doors, 70,000 interior doors, and 200,000 locks annually. Our products can be found in more than 5 million homes worldwide, showcasing the quality of Made in Italy.

“It’s life that opens the door” serves not just as a slogan but as an invitation to explore the profound value of Dierre doors, which safeguard and support the stories of millions every day. Together, we continue to shape the future, door by door.