(Left to right) Suthipa Svasti-Xuto, an executive at Crystal Home, and Katharina Klotz, the Asia-Pacific Marketing Head for Villeroy & Boch TALK WITH REPRESENTATIVES FROM CRYSTAL HOME, A BRAND THAT LAUNCHED OUR SOURCING AND PURCHASING, AND VILLEROY & BOCH, A GERMAN MANUFACTURER OF SANITARY WARE AND BATHROOM PRODUCTS ABOUT THE SANITARY PRODUCT DESIGN INDUSTRY AND THE COLLABORATION BETWEEN THEIR BRANDS AND DESIGNERS
TEXT: CHIWIN LAOKETKIT
PHOTO: THIRAPONG PHOLBOON EXCEPT AS NOTED
(For Thai, press here)
In a collaborative effort to share experiences and explore the innovative convergence of nature and design, Crystal Home partnered with Villeroy & Boch and art4d magazine to host an event titled ‘In touch with nature: Crafting Sustainable Design.’ Held on September 28, the event featured a discussion panel under the same theme, spotlighting the inventive work of KASCHKASCH. The German design studio, renowned for its Antao Collection. Characterized by products that emulate the form of dewdrops, the collection demonstrates a profound appreciation for organic inspiration. The panel offered illuminating insights from Suthipa Svasti-Xuto, an executive at Crystal Home, and Katharina Klotz, the Asia-Pacific Marketing Head for Villeroy & Boch. Together, they delved into the evolving landscape of sanitary product design, emphasizing the synergy between their brands, which facilitated the introduction of the Antao Collection to the Thai market.
art4d: With a myriad of brands offering bathroom products, how do Crystal Home and Villeroy & Boch distinguish themselves in the market?
Suthipa Svasti-Xuto: At Crystal Home, the cornerstone of our philosophy is an unwavering focus on our customers’ needs. We begin by thoroughly understanding the requirements of each client, then carefully select products that are not just aesthetically pleasing but also functional and reflective of their individual characters.
Most of our customers often look for unique products that resonate with their varied lifestyles. This commitment to tailored solutions is central to our approach in curating our showroom offerings. It’s this dedication to meeting precise needs and adding significant value that distinguishes Crystal Home from other providers in Thailand.
Katharina Klotz: I think our particular strengths are in European or contemporary designs. If you compare us to other brands, we have a very unique design language, which is defined by the fact that it prioritizes durability and is always very pleasant to your eyes. Even ten, twenty years or many decades later, a glance at one of our pieces will evoke the same admiration as when it was first encountered. And we pay close attention to each radius, at each little shape, and make sure it’s perfect.
Villeroy & Boch is also good at picking up trends and foreseeing what people need in the future, and delivering the solutions people need. As for the quality, I want to come back to that, we’re very strict on standards and product compliance, meaning our products need to pass multiple tests. And also, we make sure you can use them over the long run. In the event of any issues, we offer robust warranties and an after-sales service team that is always ready to offer solutions. This commitment to reliability has been a cornerstone of our brand for more than 276 years, reflecting our enduring legacy.
(Left to right) Sebastian Schneider (KASCHKASCH), Suthipa Svasti-Xuto, Florian Kallus (KASCHKASCH)
Antao Collection
art4d: What led to the decision to include the Antao Collection by KASCHKASCH for Villeroy & Boch in Crystal Home’s offerings, and what was the inspiration for incorporating natural elements into this product?
SS: Crystal Home had the opportunity to attend ISH, one of the world’s largest international bathroom sanitary ware exhibitions, held in Frankfurt, Germany. The first time we saw the Antao Collection, we were struck by the unique shapes of the washbasins and their natural color tones, —they had an almost spa-like quality that could transform any home. This realization that a well-designed washbasin could elevate daily routines into pleasurable experiences made the collection stand out for us. We felt it perfectly matched the tastes of our Thai customers who look for simplicity but also crave something distinctly unique.
KK: We’re always researching upcoming trends and focus on crafting collections that truly stand out in uniqueness and distinctiveness. We started developing this collection back in 2019, a time when we were seeing rapid changes due to technological advancements, like smartphones and the internet. Despite the pace of life speeding up, we noticed a strong trend towards reconnecting with nature—a real desire among people to find solace in the natural world.
Antao Collection was like a juxtaposition to that, revealing something different from the chaos of the world. It’s a journey from imperfection in form to perfection in the products’ ability to beautifully reflect and connect with nature.
art4d: With technology playing such a crucial role in everyday life, how do Crystal Home and Villeroy & Boch adjust their marketing strategies to accommodate the diverse price ranges accessible to consumers in Thailand and the Asia-Pacific?
SS: Our marketing strategy is fundamentally centered around the user experience. We encourage our customers to visit the Crystal Home showroom and interact with our products in a real-life setting before making a purchase. We are aware that bathroom products are something that are going to be a part of a person’s life for a long time. They must meet a universal standard of beauty to ensure their longevity.
KK: I could write a book about that! (laughs). For me, coming here about five years ago, it was like going to school again. I saw a lot of things here that are different in Europe. For example, one of the things we’ve been interested in here is interior designers. In Europe, hardly anyone works with interior designers if you don’t work on a hotel project. But here even a lot of private, personal kind of villas use interior designers, and they’re a natural part of the renovation. It’s starkly different from Europe, where homeowners or building owners typically work directly with installers who don’t provide feedback or make decisions. They just do the job. So that is something in marketing that all the European brands need to embrace as well.
I find it very fascinating. And it’s much more fast-paced than in Europe. It’s a very creative environment in Thailand, like there’s no limit, no boundaries to anything. Architecture, interior designers are given so much more creative freedom, whereas in Europe, you have so many rules and boundaries. Everything seems to be done in the same pattern, and everyone is doing things the same way. Here, in Thailand, it’s a very free-spirited country.
