DUBAI, UAE: After a successful year of luxurious AXOR product launches and new global client partnerships, in October the Hansgrohe Middle East team took to the road for a series of prestigious events to meet architects, interior designers and project developers face to face – and discuss the brand’s exciting developments.
AXOR ( www.axor-design.com ) is the design brand of hansgrohe and is a pioneer in the creation of avant-garde, technologically superior design objects for luxurious bathrooms and kitchens. The brand’s designer taps, showers and accessories lay claim to perfection in design, craftsmanship and functionality. Created for more than 25 years, they are perfectly developed and constructed design objects that combine form and function and are found in the world’s most luxurious bathrooms and kitchens.
The roadshow took in three key locations – Dubai, Bahrain and Lebanon – and each event took place at a glamorous venue, where guests enjoyed networking and presentations over canapes and drinks, all while enjoying great city views. In total, the roadshow welcomed around 300 leading professionals from the industry.
“Our Middle East roadshow was the perfect opportunity to connect with professionals in the world of design and architecture and really explain the AXOR brand philosophy and vision,” commented Amjad El Hibri, Managing Director – Middle East.
“This region has so many exciting projects and such a passion for luxury and next generation design, that we truly valued speaking directly to our partners in the industry, not only to hear their feedback, but to also understand what they might require as we move into a new decade. The events were a great success, and I’m delighted so many people attended.”
The Dubai event was hosted at The Loft, atop the iconic dhow-shaped Dubai Opera. The Bahrain event was held at the stunning Grove Hotel, while the Lebanon event took place at the famous Liza Restaurant in Beirut.
Of special interest to guests were AXOR Edge and AXOR MyEdition.
Geometric, architectural, and asymmetrical, AXOR Edge is massive and delicate all at once: symmetry of plains and edges asymmetrically combined. Partially enriched with a diamond cut texture, the three-dimensional faucet is a new kind of haptic experience with the maximum lustre and radiance. For those who prefer a more minimalistic appearance, AXOR Edge is also available without a partial texturing of the surface. Personal refinement is available through different surface colours – from Polished Gold-Optic to Polished Black Chrome.
Meanwhile, offering a new dimension of personalisation, AXOR MyEdition’s sleek design pushes boundaries and its customisable concept satisfies the desire for uniqueness. Its spray is also innovative: PowderRain – a sensuous experience on the skin – featured for the first time in a tap. 2019 also saw the addition of a new, exclusive PVD finish for the collection, Satin Black.Presenting the new products at the events and answering questions throughout was Michael Kiolbassa, Head of Brand Communication at AXOR (above). Kiolbassa has worked with AXOR since 1996 and is now responsible for worldwide markets for the brand and is focused on developing collections and products with renowned designers such Philippe Starck, Antonio Citterio, Jean-Marie Massaud, and Patricia Urquiola.
"AXOR stands for the unique combination of technology – 'Made in Germany' – and extraordinary design from world-renowned design partners," said Kiolbassa.
"With the material and colour combinations AXOR MyEdition offers, we allow interior designers new possibilities in the design of bathrooms. We are protruding into a new dimension of individualisation.
"AXOR Edge is a jewel in the bathroom, with surfaces that exude the utmost in precision."
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About the Hansgrohe Group – the Original from the Black Forest
With its brands AXOR and hansgrohe, the Hansgrohe Group, based in Schiltach/Southern Germany, enjoys a reputation as a leader in innovation, design and quality within the bath and kitchen industry. The Hansgrohe Group brings form and function to water with taps, showerheads and shower systems. The 118-year history of the company is marked by innovations such as the first hand-held shower with multiple spray types, the first pull-out kitchen tap, and the first wall bar to hold a hand-held shower. The company holds more than 15,000 active property rights. The Hansgrohe Group stands for long-lasting quality products. With 34 subsidiaries and 21 sales offices supplying products in more than 140 countries, the company is a reliable partner to its customers around the world. The Hansgrohe Group, its brands and products have won numerous awards, including more than 500 design prizes since 1974. Sustainable production of resource-conserving products is central to the company’s business activities around the globe. The products of the Hansgrohe Group are featured in projects around the world, such as the luxurious ocean liner Queen Mary 2, and the world’s tallest building, the Burj Khalifa in Dubai. The Group’s high quality standards are ensured by five wholly-owned production facilities: two in Germany, one each in France, the United States and China. In 2017, the Hansgrohe Group generated a turnover of EUR 1.077 billion. It employs about 5,000 people worldwide, about 60 percent of whom work in Germany.
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