Tell us about your brand
Laufen has been producing superior quality products in the town of Laufen in the Swiss canton of Baselland for 127 years. Starting life as a tile and brick factory, it has gradually evolved into an international company and fixture in the world of bathroom design. Today Laufen has about 2,500 employees that produce three million ceramic pieces a year in eight factories located in Central Europe. We have always worked with external designers, which is a crucial part of our DNA. Working with the best designers in the word helps us to stay fresh and to make the designs possible that are pleasing a wide audience around the world.
Which hotels do you currently working with in the Middle East?
We work with hotels in the United Arab Emirates, Oman and Qatar, luxury class to boutique hotels. Together, we create the highest quality bathrooms in terms of design, functionality and best Swiss quality. And on request also individual, bespoke solutions that highly contribute to the image of the hotel brand.
Please tell us about the recently launched ‘The New Classic’ by Laufen.
‘The New Classic’ is a bathroom collection by Laufen designed under the creative leadership of superstar designer Marcel Wanders. The idea behind is to re-interpret classical styles in a contemporary way using our ultra-modern ceramic material ‘SaphirKeramik’. The range encompasses washstands, washbasin bowls, toilets, a bidet and bathtub, faucets, mirrors and accessories, as well as furniture – perfect for equipping complete hotel bathrooms with a classic edge, that are calling to mind the poetry and romance of bygone times.
What would you say is the unique selling point of this product?
The tension generated by ‘The New Classic’ and its distinctive presences are regarded as unprecedented in the sanitary ware segment. The collection is characterised by soft, gentle feminine curves reminiscent of the opening sepals of a flower, alongside angular, masculine elements. In addition, Wanders was also eager to embrace a modern sense of style and the contemporary desire for functionality. Therefore we have focused on a high everyday utility - for those who use the products and for those who clean and maintain them. All of this is realised with a material that others try to copy, but whose manufacturing no one has mastered as skilfully as Laufen - have a look at the extremely fine walls with a thickness of around three millimetres that have nonetheless the bending strength of steal.
Why do you think hotels should invest in The New Classic?
Hotels are investing in an iconic bathroom of a globally acclaimed designer that appeals to a target group that appreciates cutting-edge design, comfort and luxury. A stay in this bathroom is an unforgettable experience for the guest. This helps the hotels to present their own brand in a memorable and distinctive way. The Laufen brand also gives them the assurance that quality, durability and functionality are guaranteed in every respect and at the highest level.
What’s in the pipeline for Laufen?
This spring we have presented a number of exciting new products. In addition to ‘The New Classic’, we presented novelties for the ‘Sonar’ collection (designed by Patricia Urquiola), ‘Val’ (designed by Konstantin Grcic) and ‘Kartell by Laufen’ (designed by Ludovica + Roberto Palomba).