Article Category: Events

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.

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.

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.”

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.”

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. 

You may also like: Take some time out for self reflection with artist Nayanaa Kanodia as she tests the limits of our sentience

Iconic in its own right, the house of Jaipur Rugs unveiled Inde Rose on 16th December 2021—a collection of coordinated silk carpet pairings by celebrity interior designer and biophilic enthusiast Vinita Chaitanya. Throw open your doors to a warm breeze as the scent of proliferating flora wafts on carpets, bringing in hues and delicate textures in all their natural glory. 

French for ‘India Rose’, and much like a rose in bloom, the collection illustrates Chaitanya’s endearment of nature, gardens, colour, texture and techniques. It also celebrates the convergence of two craftsmanship champions and powerhouses—Jaipur Rugs, which has been creating timeless artisanal carpets for more than four decades and Chaitanya, who, for more than three decades now, has been a pioneer in highlighting India’s design heritage and craft traditions.

Encompassing five carpet pairings, each with one expression-heavy piece and a visually lighter one to complement it, Inde Rose renders the possibility of creating diverse combinations of colour and textures for spaces. The collection also portrays exceptional weaves, textures, prints-on-prints and Chaitanya’s signature style—layering!

Commenting on the collaboration with Chaitanya, Yogesh Chaudhary, Director, Jaipur Rugs said, “Vinita Chaitanya is known for her insider’s edge into luxury and a contemporary classic design aesthetic. She cherishes the vibrant heritage of India and showcases Indian arts in her work. With this collection she has added her unique artistic vision to create a sublime design language with carpets. She was passionately involved with the design process from concept to delivery and she has given our customers a euphoric blend of sumptuous silks, traditional motifs and an exquisite Indian story to take home. Through this collection, Jaipur Rugs is presenting to the world liveable art.”

Looking at the collection, no one can tell that this is Chaitanya’s maiden outing of carpets. Jaipur Rug’s manufacturing expertise and her rich aesthetic come together to create these masterpieces, blurring the lines between art and object, form and function.

Click here to swoon at this insanely beautiful collection!