04 May 2022

A new approach to individual luxury

Submitted by Bronwyn
A new approach to individual luxury

A new approach to individual luxury

AXOR shares important insights and perspectives around the

individualisation of private living spaces.

Individualisation has emerged as one of the megatrends of our time. With globalisation advancing, creating a sense of sameness through standardised products and one-size-fits-all solutions, people everywhere seek more personal expressions of luxury, style and well-being. A widespread and rising sense of uncertainty, complexity and ambiguity has only accelerated the trend, especially in the home, creating a demand for spaces and objects that reflect one’s own personality. Bathrooms and kitchens are of particular importance, both because of the personal rituals performed there – cooking in the communal space of the kitchen, self-care in the intimacy of the bathroom – and the special role of the objects, which people touch and interact with. 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, Head of Global Brand Marketing AXOR.

These are just some of the questions AXOR investigates with its DISTINCTIVE project, a unique exploration of individualization in personal living spaces, by bringing together the most important insights and perspectives on the topic of individual luxury. Through expert interviews, conversations with AXOR design partners, and bathroom inspirations created by such renowned architects as Tristan Auer, Maison Sarah Lavoine, and Hadi Teherani, tangible solutions for the benefit of both architecture and interior professionals, as well as for the design-savvy public, are created. The AXOR Whitepaper "Expressing your personality. Individualization as the ultimate luxury" provides food for thought and explores, among other things, the question Why does industrialization lead to individualization - and what does luxury mean today? True luxury? It shows individualization as a megatrend of a constantly differentiating society, where strong brands stand for values and qualities.

Founded in 1993 with the mission of bringing personality into the bathroom, AXOR is uniquely positioned to facilitate the conversation, which is deeply rooted in the brand’s own distinctive approach to design, collaboration, and innovation. For more than 25 years, AXOR has partnered with world-renowned designers, working together to shape water-related spaces that express the unique personality of the user. “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”.

Download the whitepaper part 1: The Individualization Megatrend


AXOR. Form follows Perfection.

AXOR conceives and manufactures iconic objects for luxurious bathrooms and kitchens. Developed in collaboration with world-renowned designers—Philippe Starck, Antonio Citterio, Jean-Marie Massaud and Barber Osgerby among them—AXOR products come in a variety of styles. All AXOR faucets, showers and accessories are produced to the highest standards of quality. With an expertise that extends far beyond the products themselves, AXOR inspires and enables architects, interior designers and the design-savvy public. Together with AXOR, they shape water-related spaces that reflect the unique personality of the user. Part of the Hansgrohe Group, AXOR is a forward-thinking brand dedicated to developing distinctive products, manufactured with excellence.

Find our more about the AXOR brand:


Issued By: The Lime Envelope
On Behalf Of: Hansgrohe SA
For Media Information: Bronwyn Levy
Telephone: 0760781723
E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it.