The flagship store here will show how the luxury German brand is setting its own rules in the sanitary world.
2 August, 2012
Kaldewei is bringing almost a century of tradition in luxury bath culture to Singapore with the opening of its first flagship store at Cendex Centre.
Visitors can expect to see light coloured bathtubs and shower trays displayed against a dark background, which serve to underscore the exclusive designs and understated luxury that the brand is known for globally.
“You will see that Kaldewei is completely breaking the rules in the sanitary business. So you’ll going to find a very black look and feel… [it will be] very mysterious, very different from everything else the sanitary business is doing. You’re going to see some of the new colours and new products, and you’re going to be able to feel and sense the development of the brand,” says Nicole Roesler, Kaldewei’s Global Marketing Director.
Kaldewei has always been a pioneer in the field of bathrooms. The company began production of the first free-standing bathtubs welded together from several parts in 1934; and in 1937, it went on to produce the first bathtub made from a single sheet of steel.
Ellipso Duo Oval
Kaldewei’s bathtubs are all made from 3.5mm steel enamel, says Roesler, adding that the material is almost as hard as a diamond.
“Steel is very strong. You cannot really do anything to destroy it… and the enamel makes if very soft, it used to be [a material] for jewellery.”
Apart from being a pioneer, Roesler says that Kaldewei seeks to be a style icon in the bathroom. The company works in collaboration with the studio of Ettore Sottsass (Sottsass Associati) and Phoenix Design, and closely studies the fields of architecture, furniture design, fashion, as well as consumer habits to set the trends that would in turn translate into its product line.
Kaldewei’s newly launched Singapore showroom highlights the latest designs from 2012. They include the award-winning Asymmetric Duo bath, featuring a generously proportioned rim on one side, which can be used as a seat, as a space for bathroom accessories, and for the individual positioning of taps; the ergonomic and spacious Ellipso Duo Oval; and Bassino, whose unusual form and size enables the bather to float freely in the water.
Top image: Bassino
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