True luxury

In the project "Distinctive" AXOR deals with the question how industrialization can lead to individualization and what luxury means nowadays.

AXOR was founded in 1993 with the mission of bringing personality into the bathroom. Its own attitude towards topics such as design, cooperation and innovation is correspondingly deep-rooted. To this end, the Hansgrohe Group design brand has been working with the most renowned designers for more than 25 years: "Our products are designed by personalities and for personalities”, Anke Sohn summarizes the design brand’s approach. This is reflected in the AXOR product portfolio, which stands apart with its vast variety of styles. AXOR amplifies the possibilities for personal expression with AXOR FinishPlus, an array of exclusive colors, and takes individualization to the extreme with AXOR Signature, the ultimate in bespoke services," says Anke Sohn, Head of Global Brand Marketing, AXOR. AXOR now also deals with the topic of "individualization" in a Whitepaper and shows with its project "Distinctive" what personal luxury in bathroom worlds can look like.

Anke Sohn, Head of Global Brand Marketing, AXOR

Especially in one's own home, there is a desire to express personal needs through appropriate design and use. The reasons for this are manifold and can be found, among other things, in increasing globalization, which creates a feeling of standardization and sameness through generic products and one-size-fits-all solutions. In addition, there is a growing sense of instability, accompanied by being overwhelmed by the complexity and ambiguities of the present. In response, people are looking for individual forms of expression in the areas of luxury, style and well-being.

In this context, the bathroom and the kitchen have a special role to play: the former enables an intimate setting for personal hygiene, while the latter serves as a communal zone where the preparation of food is celebrated as a bonding ritual. This makes it all the more important to understand what options the industry and planners have to respond to the respective needs: "How can architects and interior designers better understand their clients’ personal evolving desires, developing distinctive and sustainable long-term solutions that give meaning and satisfaction for years to come? And how can their clients get to spaces designed for their very individual needs?" says Anke Sohn, explaining the concept behind it.

"Distinctive" brings together insights and perspectives in the form of expert interviews, conversations with AXOR design partners and bathroom inspirations from well-known architects such as Tristan Auer, Maison Sarah Lavoine or Hadi Teherani. Vivid solutions serve as a source of inspiration for architects, interior designers or design-savvy users. In addition, the Whitepaper "Expressing your personality – Individualization as the ultimate luxury" provides food for thought and explores, among other things, how industrialization can lead to individualization and what luxury really means today.