Milan 16/04/2008
The supporting programme FuoriSalone at the Furniture Fair in Milan attracted journalists and people interested in design in droves to the Axor presentation in the Minguzzi Museum in the old town. In the area of the Via Palermo this evening event did nor remain a secret for long. Word got around quickly: Philippe Starck was supposed to be there in person to present a new Axor module system for the shower. And he did turn up. He radiated wit and charm with his usual understatement, expressed surprise that despite the nice weather such a large audience had attended and proudly unveiled the product display with visible joy and a clarion call.
The words which the star designer chose to explain his product idea, however, not only came across as amusing, but also as contemplative. In contrast to the widespread perception of late, he said: “Design has nothing, absolutely nothing to do with fashion.” The only aspect design and fashion had in common was the freedom of choice. For the French design represents quality and longevity – and longevity was one of the most important parameters of modernity. According to Starck it is absolutely untrue that everything that is rejected as old-fashioned can be recycled. “Whoever considers himself as belonging to the avant-garde is thinking across generations, works with sustainable methods and pays attention to quality.” And this was the reason why he was working for Hansgrohe, and respectively Axor. Because one did not have to tell them about the responsibility to save water as they have been practising this product culture for many decades already.
The brand for him is a guarantee of quality in regard to material as well as technology – even if its development sometimes took more time. Especially in this new collection, these characteristics were of importance. Not without pride he described the Axor Starck ShowerCollection as a system which could be applied in any situation; no matter which way it was turned, it would always show a useful, good and elegant figure. “You simply can’t do anything wrong with it, the system fits perfectly just like Haute Couture.” With many famous guests like Zaha Hadid, Ron Arad, Hadi Teherani and Antonio Citterio, this event was an interesting meeting point at the FuoriSalone. Philippe Grohe, manager of the designer brand Axor, comments: “What we have in mind is that architects and interior designers are able to let their creativity run free with this system and that the shower thus changes from a technical into a living space.”
As a matter of fact, this new Axor Starck ShowerCollection represents a double world premiere: apart from collections such as Samsonite bags and suitcases, this Axor collection is the first complex product system by Philippe Starck for the furniture sector. A collection then, where the building blocks complement each other within a modular grid, allowing for any combination which can be freely selected. Therefore this collection offers planners and architects a structure for the design of bathrooms, which sophisticated planning is often based on. Although very individual solutions are made possible in this way, the individual building blocks of the Axor Starck ShowerCollection remain always recognisable due to the distinctive character of the system. Designers benefit from the clear and 100% interchangeability of the modules. In conclusion, the most famous designer of products and interiors in the world says delightedly: “We are not so bad, eh?”
Frank A. Reinhardt
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