With the brand campaign, AXOR Places, launching this spring, the design brand explores the very personal Places of Memory of well-known design partners, such as Jean-Marie Massaud, Phoenix Design or Barber & Osgerby. “We connected the very personal `Places of Memory´ of AXOR design partners with the individualization possibilities that the AXOR MyEdition faucet collection offers: maximum freedom in the choice of materiality for the mounting plate”, explains Anke Sohn, Head of AXOR Brand Marketing. She continues: “Inspired by the recollection of a certain encounter, of a mood, of an adventure, of a ‘place of memory’, we transport a certain material that is reminiscent of that place into the here and now. Thus a piece of the world materializes in the appearance of the individual faucet”.
Not only the material’s origin, but also its journey of conversion is considered. “With portraits of craftsmen, we are not only focusing on our design partners and the creatives behind the brand, but also on the craft itself, the materiality, and the origin of our products”, Sohn continues.
The finest materials give AXOR MyEdition an exclusive appearance: marble, wood, leather. Highly specialized enterprises process them near the brand’s headquarters in the Black Forest. The spirit of artisan manufacturing still prevails in the workshops: Passionate master craftsmen and women process our raw materials to perfection. Not only does AXOR value these skilled experts, but they are also in demand for outfitting high quality yachts and private jets. Overall, the perfect combination of material and craftsmanship with short transportation distances and regional strengths over the long term.
“Walnut is one of the most beautiful high-grade woods ”, Jürgen Gaiser, master carpenter, says. The walnut used for the plate of the AXOR MyEdition collection comes from sustainably managed forests in North America and Canada. It is cultivated and processed according to socially and ecologically responsible aspects. The tree is cut down, the logs sawed and then sliced in the veneer preparation area. Only inspected pieces with perfect grain are considered. The fine wood veneers are glued to each other by hand. Veneer strips are glued together crosswise to form a stable bond so that the wood does not warp when it encounters moisture. The veneer packets are pressed and cut to the dimensions of the final format. For additional stability, the wood panel on the back side is milled out and glued together with a stainless-steel plate. A laser is used to apply the AXOR logo to the plate. Then the surface is oiled to protect the material and give it an elegant appearance. The finished plate speaks to the senses of touch and vision: it feels seamlessly smooth and skilfully refined. The wood keeps its natural colour and develops an especially individualized radiance.
On the brand website axor-design.com/places you can view all the craftsmen stories.
AXOR. Form follows perfection!
Issued By: The Lime Envelope
On Behalf Of: Hansgrohe / AXOR
For Media Information: Bronwyn Levy
Telephone: 011 467 9233
E-mail: [email protected]
AXOR develops, constructs and produces taps, showerheads and accessories for luxurious bathrooms and kitchens to perfection. At the highest aesthetic and technological levels, avantgarde, one-of-a-kind pieces and collections are created. Some of them are considered classics of bathroom design to this day. Collectively they embody the claim “Form Follows Perfection”: not ending the developmental process until nothing more can be added or removed. Pace-setting design objects have been developed with this recipe for more than twenty years with world-renowned designers, among them Philippe Starck, Antonio Citterio, Jean-Marie Massaud and Patricia Urquiola. AXOR is a brand of the Hansgrohe Group.
iF Design Leader in the Bathroom Industry
In the current 2019 ranking of the International Forum Design (iF) of the best companies in the world of design, the Hansgrohe Group, with its brands AXOR and hansgrohe , ranks in the TOP 10* among 4,215 listed companies.
The Black Forest based showers and fixtures specialist outperforms famous brands such as Apple, Audi or Daimler and reconfirms the company’s leading position * in the bathroom industry.
At the iF DESIGN AWARDS 2019 eight AXOR and Hansgrohe branded products received an iF DESIGN AWARD 2019
For further information on our design awards, please visit www.hansgrohe-group.com/en/about/claim/design/awards.