The power of putting people first—heralding a new era, LIXIL American Standard unveils a new brand identity to create homes that people will love everyday

MAR 15, 2023 | By Kashish Kaushal
American Standard brings together thought leaders in Architecture and Design around the region to share practical insights, trends, and thoughtful ideas; Photographs courtesy American Standard
American Standard designers are constantly interacting with the studios based in other parts of the world to understand trends and insights, transforming it into experiences for our consumers; Photographs courtesy American Standard
Today, as part of the LIXIL group, American Standard continues to raise the bar in delivering dependable and award-winning bathroom solutions; Photographs courtesy American Standard
The team is focused on understanding the needs of people all over the world and creating human-centric designs which deliver both inviting aesthetics and comfortable functionality; Photographs courtesy American Standard

Mindful leadership and compassion—these are the two attributes that are extremely understated, yet are responsible for the strong foundation of brands across the world and various segments. What if there was a brand that solved our daily challenges in the bath space through accessible technologies and great design—where every feature and functionality served a purpose? After all, bathrooms are no longer just bathrooms but private sanctuaries that offer oodles of quiet and tranquility.

Shower Area—The Loven Collection; Photographs courtesy American Standard

American Standard, one of the most iconic names in sanitary ware and part of LIXIL, has focussed on its mission to enable everyone to create a home to love everyday since 1872. Today, backed by more than 140 years of pioneering legacy, American Standard continues to raise the bar in delivering dependable bathroom solutions that combine thoughtful designs and innovative technologies to create inviting bathroom sanctuaries that offer ultimate comfort and performance.

Toilet Area—The Loven Collection; Photographs courtesy American Standard

Building on this rich heritage, they unveiled a new brand identity on 15th February 2023 at the American Standard Trade Event held in Bangkok, Thailand, “Love where you live, no matter who or where you are—LIFE. LOVE. HOME.” To commemorate the launch, Satoshi Konagai, Leader, LWT APAC said,” We are excited to deepen the American Standard brand empathy and closeness to consumers, with the new brand claim of LIFE. LOVE. HOME that matches our consumers’ aspirations and lifestyles to create a home that they will cherish everyday.” In an exclusive conversation with ELLE DECOR India, he also shared his thoughts about LIXIL’s consumer-centric innovation driven by macro-trends like Urbanisation, Health and Well-Being, “Sustainability is definitely one of the key trends, it’s no longer just a buzzword.”

Vanity Area—The Loven Collection; Photographs courtesy American Standard

What’s more, the launch event also introduced the new American Standard Loven Collection, which is the first collection launched under the new brand identity. Talking about the collection, Antoine Besseyre des Horts, Leader, LIXIL Global Design, Asia Design spoke about its cohesive design aesthetic, “I think we need to design more and more for people. If you look at what has been done in the past, sometimes, you know, things were designed to make a statement or for mere impact, but in a way those things become recognisable. The Loven Collection ensures a polished and well put-together look for any bathroom as it features in a compact footprint,  making it a perfect fit for urban residential projects.”

American Standard Loven Collection; Photographs courtesy American Standard

Depending, inviting and pioneering—American Standard’s brand value comes to life through their signature elements which influence and inspire every product they design. They offer classic, transitional and contemporary designs to fit the different lifestyles and design preferences of their customers. 

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