Four new bath trends to watch

2012 is here—which means it’s time for those of us in the kitchen and bath industry to start looking at new sources of design inspiration and the latest product trends (cringe). Hearing the word “trend” makes most designers shudder, but after 25 years serving as a lead marketing strategist for kitchen, bath and architectural products, I have also begun to find the word troublesome. After all, how does one really determine if something is a trend? How does one determine if it’s a fad? And when does it stop being a trend and become an industry standard?

With 2011 in the not-so-distant past, 2012 will continue to be defined by conscientious discretionary spending.

Understandably, homeowners and designers in affluent markets have not been deterred by the economic slowdown when it comes to buying or specifying luxury kitchen and bath products. Yet, they are searching for innovative solutions and luxury products that have staying power and long-term value as opposed to the next “in” thing. In that regard, there are several “anti-trends” (if you will) emerging in the kitchen and bath sector that are worth taking a look at this year:

Water delivery technology

There is no denying it: water delivery technology has made rapid strides in the bath space. From state-of-the-art electic shower systems to turbine-powered proximity faucet applications, recent digital advancements are giving users more opportunities to have control over their shower or bath experience in terms of water temperature and volume, as well as water and energy usage.

Today’s digital shower systems offer the greatest opportunity for control over the in-home shower experience. Although boutique manufacturers have offered digital shower systems for some time, Kohler and Moen showed their level of investment in R&D when they debuted their own versions at the Kitchen & Bath Industry Show last year (most likely encouraged by consumer feedback)—a strong indication of where the industry is heading.

2012 will also usher in several exciting digital shower systems, including Watermark ID’s Luxury Shower System (LSS) and GRAFF’s Aqua-Sense. In the case of LSS, a full-color digital touch screen gives users the ability to control shower lights, connect to any audio device with headphone jack and program shower scenarios with the user’s name, preferred water temperature, speaker volume, lights, water consumption timer or shower duration timer. The scalability of systems like the LSS make them ideal for both commercial use (the hospitality mode allows one pre-set program to be set by hotel staff, locking out setting menus from guests – just imagine the energy and conservation efficiencies of this) and residential use (for anyone who wants a gentle reminder about home conservation… or of course, wishing to put a limit their teenagers’ annoyingly long showers). Staying true to GRAFF’s signature European style, Aqua-Sense is also a fully programmable shower system with touch screen technology, MP3 or iPod capability, ceiling mounted speaker options and RGB LED shower-heads for a whole body spa experience, customized totally to the user’s needs.

Proven technologies, such as Bluetooth and other web-based applications, are also making their way into plumbing and bath offerings this year. ThermaSol is an example; the steam shower manufacturer launched its Bluetooth-enabled Serenity Light & Music System at the DPHA conference in late 2011 to rave reviews and has a new digital product hitting the market in first quarter 2012. Wireless technology in the bath has several benefits: 1) users now have the ability to wirelessly control the audio in their steam shower from anywhere in the bathroom; 2) they can customize their experience with their personalized audio selections; 3) and most people are already familiar with how Bluetooth works, so there is less of a barrier for not-so tech-savvy users. Another benefit is installations are made easier. If the manufacturers have really taken their electronic commitment as serious as ThermaSol has, their digitally integrated equipment makes component upgrades, virtually “plug and play.”

Beyond the shower, new faucets hitting the market this year are not necessarily electronic—but offer touchless applications powered by alternative energy sources. Chicago Faucets’ Self Sustaining Power System (SSPS) and TOTO’s EcoPower products—both released in 2011—are two examples of high-performance turbine powered, hands-free faucetry.

Since many of these new water delivery products help conserve water, energy and money, they offer homeowners great long-term value, if not the added bonus of a unique bath experience they can make all their own.

Less is more

Die-hard minimalists have been singing the “less is more” refrain for forever, but it’s not just about aesthetic anymore. According to an International Furnishings and Design Association survey called “20/20: IFDA’s Vision for the Future,” Americans will be living in smaller spaces with fewer rooms by the year 2020–increasing the need for products with uncluttered, clean lines. Product manufacturers have answered the call, introducing bath fixtures and accessories with concealed parts or technologies, streamlined faucets, products that serve double duty and smaller versions of their bath lines — offering better proportioning and scalability.

Examples: Hastings Tile & Bath decided to downsize its popular Chelsea Tub for 2012. It now comes in a smaller version measuring 58" wide from tip to tip. GRAFF’s SENTO, available in first quarter 2012, keeps the design strikingly minimal with a single lever mixer and widespread faucet, and yet still manages to create a strong visual impact. And Vola’s Round Series—which consists of sleek waste bins and tissue dispensers that save space (and hide the technical parts) by sitting flush against the wall—harken us all back to a time when Arne Jacobsen (the father of Danish Modern) and Verner Overgaard first brought their idea of concealed technical parts into the mainstream.

Anti-bacterial finishes

Here is an anti-trend after a germaphobe’s heart: finishes with anti-bacterial qualities. “Healthier” bath products, such as faucets, grab bars and sinks with antimicrobial treatments are quickly becoming staples on the hospitality circuit. JACLO is one manufacturer that offers a unique coating treatment option on many of its decorative grab bars, helping to inhibit the growth of bacteria, molds and mildews that can cause odors, staining and product deterioration.

On the residential side, Clarke Bath Products offers antimicrobial protection by using Lucite® with Microban® in their Passages walk-in baths (for assisted living needs and the aging in place requirements of today’s homeowners ), made of high-molecular acrylic infused with a protectant against microbes such as, bacteria, mold and mildew.

LAUFEN’s ceramic sinks, vanities and toilets are also treated with their own coating called “Laufen Clean Coat,” which makes cleaning easy, not to mention effortlessly hygienic. And if you are looking for natural products with finishes that have anti-bacterial qualities, Native Trails’ new contemporary line of copper sinks help keep kitchens and baths clean and sanitary. Copper has inherent anti-bacterial qualities, plus their sinks are handcrafted from sustainable and recycled materials.

Sustainability, durability

The desire for quality and durable products will also reach a fever pitch this year, as more American consumers and designers seek out products that are “Made in the USA.” This stems from a perceived difference in quality between products manufactured in the U.S., compared to products that are manufactured in Asia.

We continue to hear anecdote after anecdote about customers walking into showrooms and specifically asking for plumbing products that are “Made in the USA.” Why? Because they want to support local jobs. Because they want to connect with these products and take pride in the products in their home; and they are often willing to pay a higher premium for these products as long as they have long-term value and quality.

Designers, architects and plumbing specifiers, however, are usually motivated by a different set of circumstances. Locally-made products help sustainable projects earn extra LEED points; while higher priced items produced in the U.S. with a long life cycle can help offset development or renovation costs.

And one final observation I’d like to point out regarding sustainable luxury products. Affluent consumers continue to seek out residential products of distinction first and foremost, but many are pleasantly surprised when they discover that these products also have “green” aspects (whether it’s an actual eco-feature or responsible manufacturing). In some cases, we have found that these high-end green products are actually displacing other high-end products in the same category. In the end, I suspect these eco-luxury products will be positive for the luxury niche, ultimately transforming it into one that is conscientious as opposed to conspicuous.

Regardless of whether or not “trend” is a bad word to you, the New Year is an opportune time to rethink the luxury products you are selecting for your home or specifying for your clients. Is it going to bring them value? Is it going to be sustainable in the long-term? Will it make their lives better and healthier for the foreseeable future? In an age where trends are here one minute and gone the next, products with a sense of timelessness should have a special place in our catalogs. I know they do in mine.

David Schlocker is the CEO and founder of DRS and Associates, a full-service branding, advertising and public relations agency in Los Angeles. He has more than 25 years of experience in marketing, design and merchandising to luxury consumers, architects and designers, specific to the Kitchen & Bath and architectural products industries. A frequent trade show globetrotter, he comes into contact with virtually thousands of new K&B products each year, but ultimately found it impossible to not mention some of his firm’s clients in this article. For more information on DRS & Associates, please log on to www.drsandassociates.com.