Anything but standard: How AXOR is redefining our understanding of luxury | News | Architonic

In a two-part Whitepaper entitled ‘Expressing your personality’, AXOR paints a more contemporary perspective that focuses on self-realisation rather than imitating a preconceived image. ‘Individualisation is the megatrend of a society that is constantly becoming more and more differentiated’, introduces the first of the two papers, which focuses on finding one’s own personality, the role of designers, products and spaces – with particular focus on the bathroom. This raises the legitimate question of the function of a brand. If everything can be individualised to the highest degree, if users feel personally addressed and belong to a brand, does this not at the same time lead to the general perception of brands dissolving? The text provides an answer that, at the very least, brand identity must be rethought, positioned as a means of reducing complexity, and loaded with tangible values and qualities.