(Left to right) Suthipa Svasti-Xuto, Executive Director of Crystal Home, Olivier Sogno, Head of AXOR Business ART4D DISCUSSED WITH SUTHIPA SVASTI-XUTO AND OLIVIER SOGNO ABOUT SUSTAINABLE DESIGN TRENDS AND THE CONCEPTS BEHIND THE AXOR ONE COLLECTION
TEXT: CHIWIN LAOKETKIT
PHOTO CREDIT AS NOTED
(For Thai, press here)
Thailand’s bathroom product market is bustling with an array of new, exciting and innovative designs offering architects, designers, and homeowners an unprecedented selection. These options not only fulfill diverse needs but also infuse the field of design and architecture with renewed vibrancy. Recently, AXOR teamed up with Crystal Home to unveil the remarkable AXOR One Collection, featuring a spectrum of colorful showers and faucets for design enthusiasts to experience firsthand at Soho House Bangkok.
art4d had the privilege of speaking with Suthipa Svasti-Xuto, Executive Director of Crystal Home, and Olivier Sogno, Head of AXOR Business and Vice President of Corporate Marketing at the Hansgrohe Group where we discussed the growing interest in sustainable design trends among users, the colors and concepts behind the AXOR One Collection, and the future direction of bathroom design products in Thailand.
Photo courtesy of AXOR
art4d: What prompted you to include this collection in Crystal Home’s product lineup?
Suthipa Svasti-Xuto: When curating products for distribution in Thailand, we prioritize those that exemplify exceptional craftsmanship and incorporate modern innovation. Importantly, they must be the type of design that balances beauty with functionality. The AXOR One Collection, which is a unique design creation by the renowned duo Barber Osgerby, is a seamless combination of simplicity with luxury, crafted into a perfect character. Additionally, it features AirPower technology, which infuses air into the water stream, resulting in a softer flow that enhances user comfort.
Photo courtesy of AXOR
Olivier Sogno: When AXOR seeks designers for collaboration, we consider multiple factors. We strive to create diversity to meet the needs of users with varied personalities and identities. Upon meeting Barber Osgerby, we felt they were a perfect fit. Their work is clear in direction, distinctly unique, user-friendly, elegant, and intelligent.
Beyond enriching the AXOR One Collection, our partnership with Barber Osgerby began in 2016 with our initial project involving innovative control panels. This collaboration enabled users to choose showerheads that more broadly addressed luxury needs. Then, in 2021, we expanded the collection to include showers and faucets. I believe this new design innovation aims to capture the essence of simplicity, making the products appear elegantly simple from both the designers’ and the users’ perspectives.
(Left to right) Suthipa Svasti-Xuto, Executive Director of Crystal Home, Olivier Sogno, Head of AXOR Business, Edward Barber Co-founder of Barber Osgerby | Photo courtesy of Crystal Home
art4d: Concerning the colors and design of the faucets in the AXOR One Collection, what kind of emotions and experiences do you believe they will evoke in users?
SS: The faucets in the AXOR One Collection meet users’ desires through a diverse palette of colors. Each hue possesses the power to evoke specific emotions, enabling users to make a selection according to the ambiance they wish to create. This versatility allows for personal expression, aligning with Crystal Home’s commitment to offering luxurious experiences that cater to diverse tastes and lifestyles. Moreover, there’s a narrative inspired by the journey of water, adding depth and imbuing the faucets with meaningful significance that users can truly appreciate and feel.
OS: Global trends regarding luxury bathrooms reveal that users aim to craft their own unique atmospheres. The choices reflected through colors and materials are thus pivotal. AXOR has developed a color palette that integrates well with advanced technologies and creative metal finishes, including various surface textures such as glossy and matte. With 11 different colors and finishes, users have the flexibility to select options that best harmonize with their spaces. Additionally, the innovations in this collection, including EcoSmart and CoolStart technologies, emphasize our focus on minimizing environmental impact. Recognizing that water is a scarce resource, we are committed to developing products that enhance energy-saving efficiency, not only in heating but also in the overall water supply during temperature adjustments. This approach ensures that we preserve exceptional showering and water usage experiences for our users.
Photo courtesy of Crystal Home
Photo courtesy of Crystal Home
art4d: In your opinion, how do Crystal Home and AXOR approach the selection of designs that are most appropriate for users?
SS: At Crystal Home, we place a strong emphasis on understanding the needs and preferences of our users to ensure that our product selections align with their unique styles and personalities. Nowadays, people view bathrooms as more than merely functional spaces; they are environments for inspiration and relaxation. Customers prefer designs that are multifunctional, often incorporating lounge areas to enhance relaxation.
Therefore, when creating a bathroom atmosphere akin to a home spa, it is paramount that every product not only enhances the customer’s experience but also brings joy to the users. We carefully consider everything—from the design of the products and color compatibility with different home decoration styles to functionality and long-term maintenance.
Suthipa Svasti-Xuto, Executive Director of Crystal Home | Photo courtesy of Crystal Home
OS: I believe the process of selecting the right design begins with understanding how interior designers and architects envision a space, as their insights directly address customer desires. It involves more than just the functionality of faucets or showerheads; it encompasses the holistic conception of the space. Typically, this includes integrating decorative elements commonly found in bathrooms.
When you consider faucets from this perspective, you can better determine which designs will resonate more. AXOR intentionally designs them to be slightly smaller, making the AXOR One Collection resemble sculptural art pieces or vibrant ornaments that enhance the bathroom environment. This approach caters to those who seek decor that elegantly fulfills their luxury needs while maintaining simplicity, reflecting the core ethos of our brand.
Olivier Sogno, Head of AXOR Business and Vice President of Corporate Marketing at the Hansgrohe Group | Photo courtesy of Crystal Home
art4d: How do Crystal Home and AXOR perceive the future trends in bathroom product design in Thailand and Southeast Asia?
SS: Crystal Home remains at the forefront of bathroom product trends. We actively participate in international trade shows to gather the latest information on design directions, economic and societal factors. This proactive approach helps us anticipate evolving market trends in Thailand. The drive towards sustainability, environmentally friendly technologies that align with modern design preferences, and the creation of new, user-friendly experiences continue to shape our material and design choices.
At the same time, Thailand’s aging population is rising, prompting a focus on inclusive designs that accommodate all age groups, known as Universal Design. This principle combines accessibility with social awareness. Our strength as a distributor lies in our diverse portfolio of high-quality brands such as AXOR and hansgrohe, featuring collections meticulously designed by esteemed designers such as Barber Osgerby, Philippe Starck, and Antonio Citterio. From washbasins and bathtubs to faucets and showers, we provide options that meet current demands and also anticipate future trends, offering both aesthetic appeal and enhanced functionality to our users.
OS: While I generally analyze broad statistics and may not specialize in Thai-specific data, the past 2-3 years have shown considerable growth for AXOR in Southeast Asia. I am confident in our brand’s potential and the opportunities for expansion in Thailand. Our recent activities have seen numerous architects and designers eagerly explore AXOR’s product range extensively. I am very optimistic about the incredible opportunities available for us to make significant impacts and fully leverage the potential of our design.
(Left to right) Suthipa Svasti-Xuto, Executive Director of Crystal Home, Olivier Sogno, Head of AXOR Business | Photo courtesy of Crystal Home