/ Bangkok, Thailand /
/ Story: MNSD / English version: Bob Pitakwong /
/ Photographs: Nantiya June, and corporate public relations documents /
“We live in an age when time is spent searching for a special home life experience more earnestly than any time in the past.” Here are excerpts from an interview with Antoine Besseyre des Horts.
In a time when people yearn for a particular quality that forms their distinctive character, the relentless pursuit of smart home living experiences invites an obvious question that has not been dealt with before. Exactly what kind of products can improve the quality of life? Is it really capable of answering people’s lifestyle needs? Join us on a journey to discover the thoughts and strategies of a design team at a world-class brand targeting consumers in the ASEAN region.
Living ASEAN recently had the opportunity of doing an in-depth interview with Antoine Besseyre des Horts, a person with senior managerial responsibility for LIXIL Global Design’s business in Asia. He’s the one who oversees design and business strategies promoting superlative home product lines, notably American Standard and Grohe. This has enabled us to keep abreast of the latest development in design trends for 2024-2025 and bring you examples of some of the best product designs tailored to the specific lifestyle needs of consumers in the ASEAN region. Speaking of which, let’s take a look at three living trends especially worthy of attention.
Trend 1: The bathroom has taken on a new role as the kitchen steps aside.
“I have talked with people from a number of design companies and discovered that homeowners in this day and age think highly of good bathroom design. Previously they had attached great importance to having a well-thought-out kitchen, but now the bathroom is at center stage. It’s become a part that boosts the home’s resale value. In the big picture, this could have been a long-term effect of the Covid-19 outbreak, which resulted in people spending more time at home, enjoying family life more than ever before. Many people now realize how important the bathroom is in everyday life. It’s a private place that adds overall happiness to the home, offering seclusion in which to relax, refresh and recharge. And the same is true for hotels, where the bathroom is integral to efforts at creating good customer experience.”
Trend 2: Personalization
“Looking at global macro trends, or major shifts in people’s behavior with regard to health and well-being, we discover that consumers have become more discerning and well-informed, having shown good judgement about products and the solutions that they provide. Together they translate into an improvement in home life experiences, providing a reflection of an individual’s distinctive character, taste and inspiration more clearly than any time in the past. Without a doubt, design that’s conducive to change for the better is of the utmost importance at this moment in time. This is also true for Asia, where demands for personalized products are rising at a faster pace than in the US, or in Europe. So to perform well in Asian markets, we have to be able to offer a variety of styles and features that people look for especially.”
“More importantly, this year’s trends are related to a choice of color and texture that pleases the senses and the mind aesthetically, notably shiny smooth gold and matte black. In fact, there’s more to it than meets the eye. Our product lines represent a curious amalgam of color and texture that consumers can feel the difference when using. These are desirable qualities that help when people choose a bathroom product that speaks volumes for their distinctive taste and personality. At the same time, it’s important that the product be made available at accessible prices, which can be quite a challenge from the manufacturer’s standpoint. So it’s about utilizing our full potential and the knowledge we have to achieve the best result.
“Grohe recently unveiled a new collection called ICON 3D. It has been dubbed the Absolute Customization for being the only one of a kind in the world. Like an item of custom made clothing, it’s unique and individualized, made with 3D printing technology out of a special alloy formed into a shape one layer at a time. The result is a product that conveys a great deal about freedom of creativity, a masterpiece that goes beyond imagination.”
“There’s another collection called Multisensory Moments. It’s a system of modular shower heads in various shapes and sizes that can be used interchangeably as designers and architects see fit for their projects. In essence, it’s about creating design that’s right for a specific environment, one that’s capable of answering consumer lifestyle needs and fulfilling an individual’s wishes to the max. There’s also a private collection that allows house occupants to change knobs, handles or other parts in the control mechanism by themselves. The way we show great attention to detail is no different from a skilled jeweler creating a special experience for end users.”
Trend 3: Advocating for Sustainability
“The third trend is quite a challenge. It’s about advocating for the ecological sustainability of the planet Earth. Likewise, we do our part to spread awareness, concern and care of the environment among young people. Our products are made to a high standard to reduce the impact on the surroundings. LIXIL strictly adheres to its statements about vision and value in environmental conservation. All the brands are working jointly toward achieving our goal in sustainability. Take for example the Grohe Everstream, which is a shower system designed to collect, clean and reuse the water over and over in real time. Technically speaking, you can take a shower using only a certain amount of water, thereby reducing waste and keeping the environment healthy.”
“The other challenge that we face lies in the pursuit of sustainable design. Precisely, it’s about finding ways to make our products not only environment-friendly, but also easy to use and capable of water saving. All of this is achievable without the consumer having to compromise on convenience or accept a standard that’s lower than is desirable. This results in good experience in practical contact with the faucet, shower head controls, or the pressure adjuster that’s capable of reducing water use by 30 to 35 percent compared to older models. So that pretty much summarizes the three hot trends in bathroom design at the present time. Ultimately, everything boils down to privacy and environmental sustainability.”
Intuitive and Sophisticated Design
Q: Speaking of good experience design in modern living, what does it mean from LIXIL’s standpoint?
A: “Besides the physical appearance and technology that goes into making a product, we believe it’s important to pay attention to the little things. Together they combine to create a good consumer experience and effectively answer family lifestyle needs. Take for example the design of a mechanism for raising and lowering the shower head. Imagine a family consisting of little children, a wife and a husband. And they are all at different heights. It’s best if everyone can adjust the position of the shower head by himself or herself without needing assistance. And that’s what the consumer wants in everyday life.”
“We’re talking about product psychology here. It’s about creating product design that’s easily understood, making it user friendly. This is especially important in some situations, such as in a hotel room. There’s no experience worse than walking into the shower and standing there not knowing what to do or how to operate the device. Or you see a sensor-controlled water faucet and mistake it for a soap dispenser, even press a wrong button. It’s a bad experience. That’s why our products are made easy to use, so anyone can operate them intuitively. At the same time, it’s sophisticated enough to have pride of place in modern consumer behavior.”
A Focus on the ASEAN
Q: How did findings from consumer behavior research in the ASEAN benefit your product design?
A: “We have worked closely with consumer groups in the region. We currently have our design studios up and running in both Singapore and Shanghai because we want to understand the market and find out what consumer demands are exactly. Plus, we need to understand the culture unique to a locality and its relationship with water. It pays to know how important water is to different cultures in Asia because it’s an important source of energy.”
“With respect to the ASEAN, we discover that water pressures on average are lower compared to other regions. So our products are design to solve these problems, resulting in an improvement in people’s shower experience, ultimately raising the standards of personal hygiene. That’s the reason why we try to put two and two together to be able to produce the kind of design that’s right in the circumstances unique to this region.
“We have design teams numbering more than 100 stationed at eight studios around the world. Our design principles place great emphasis on research and development. We have teams that study all aspects of bathroom use in each and every region. They look into how the bathroom is decorated, when it’s in use, or if it performs as intended. Evening is an important time of day when the bathroom is most in use. As designers, we want to see people return to a home sweet home. It’s time to take a shower and enjoy a good experience, one that’s truly special after a long day at work.”
To learn more about LIXIL, go to these websites.
American Standard: www.americanstandard.co.th
Grohe: www.grohe.co.th
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