J oe Fletche r

COMPACT LUXURY
Exploring the future of urban living

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 C
  ONTENT
P  art One:
FORESIGHT OVERVIEW

Part Two:
COMPACT LUXURY
- Trend 1 – Liberated Living
- Trend 2 – Immaterial Affluence
- Trend 3 – Conscious Wellbeing

P  art Three:
MICROTRENDS
  BATHROOMS
- Net-Positive Bathrooms
- Programmable Places
- Multifunctional Minimalism

P  art Four:
L  AB NOTES

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The bathroom collection AXOR Citterio. An icon of modern bathroom design.

P  art One: FORESIGHT OVERVIEW

T  he future of luxury will look very different from how we envision it
t  oday. As younger generations reassess what luxury means – prio-
r  itizing lifestyles and access over materialism and ownership – the
d  efinition of ’high end’, particularly in the context of city living, will
c  ontinue to evolve over the next decade.

T  he Compact Luxury report, developed by the Future Laboratory in

p  artnership with AXOR, uncovers the major influences of urbaniza -
t  ion, which are having a deep and lasting impact on the way we
t  hink about our ever-shrinking living spaces in the city of the future.

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 T  HE REPORT UNPACKS THREE MAJOR
T  RENDS DRIVING THE NEW NOTION
O  F COMPACT LUXURY
Cre dit s (clo ckw is e ): The Co lle ctive C a n a r y W ha r f , L on d on ; M u s é e , B e i j i n g ; P u re S ki e s by P r i e s tm an Go o de

L  iberated Living: how a boundaryless mindset

i s emerging among consumers, driven by a
d  esire for flexibility.

Immaterial Affluence: how consumers are forgoing

traditional markers of wealth, embracing increasingly
immaterial forms of luxury instead.

C  onscious Wellbeing: how consumer concern around

u  rban living is driving a desire for spaces that support
i ndividual and collective wellbeing.

W  e explore the social, cultural and technological forces that

a  re shaping these trends, reveal the drivers behind the emer-
g  ence of new behaviors, and uncover the future Compact
L  uxury innovations that they will inspire.

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 EXPERTS
S  IMON SAINT — Principal, Global Sector Leader
R  esidential at Woods Bagot

S  imon is an experienced designer who draws on his passion

f  or art, business and technology to create innovative cross-
s  ector design responses in his projects. Starting his architec-
t ural career with Woods Bagot in 2004, Simon has worked
o  n both architectural and interior projects across a range
o  f sectors and disciplines including workplace, hotels, servi-
c  ed apartments and retail.

MARTIN
  RAYMOND — Co-Founder,
T  he Future Laboratory

Martin
  is an author, journalist and co-founder of The Future
L  aboratory, and works with some of the most innovative
F  orbes 500 and FTSE 100 brands. He has published three
b  ooks, The Tomorrow People: Future Consumers and How
to R  ead Them (Pearson FT), The Trend Forecaster’s Hand-
b  ook (Laurence King Publishing), and CrEATe (Gestalten)
a  look at future foods, trends and upcoming changes in the
h  ospitality industry. He is also editor-in-chief of LSN Global,
T  he Future Laboratory’s online lifestyle, news and consumer
i nsight portal.

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 P hoto © B r u ce D am o n te

A case study in Compact Luxury: the Stealth Building, New York.

Luxury living spaces are changing. Rapid

urbanization has lifted consumers’ expectations
higher than ever and left space at a premium.
Meanwhile, the function and design of spaces
are being transformed by luxury consumers’
shifting priorities.

Part Two: COMPACT LUXURY

I  n response, a new notion of Compact Luxury is emerging
t hat encapsulates the modern high end in a streamlined space.
D  esign is being refined to be perfectly sufficient rather than
e  xcessively material, and to favor a simple, rather than a super-
f  luous, approach.

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 As a trend in luxury, the increasingly wide adoption of minimalism
in many ways represents a precursor to Compact Luxury that goes
hand in hand with smaller spaces. » There’s a move towards seeing
yourself as flexible and mobile, so your sense of self and the way
you establish an identity is not necessarily now tied to establishing
roots,’ explains Simon Saint, Principal at Woods Bagot, ’and
minimalism has emerged as a response to that.«

But Compact Luxury goes much further than its predecessor –

and is driven more by fundamental needs than by aesthetic ones.
Responding to shrinking square-footage in urban spaces, Compact
Luxury instead taps into a new luxury mindset from today’s and
tomorrow’s most affluent consumers: one that favors craftsmanship
and customization, but also flexibility and ease.

Rapid urbanization sits at the heart of its emergence. Humans

are now an urban species with people concentrated in cities more
than ever before, accelerating the pace of modern living through
proximity, and increasing consumer demands and expectations.
But as populations in cities grow, the space available shrinks,
leading to a need for high-end solutions in compact spaces.

With more than two thirds (68%) of the world’s population pro-
jected to live in urban areas by 2050, according to the UN,
the need to redefine luxury in cities will be a concern for architects
and designers for decades to come. Despite a slight increase
in the number of people looking to relocate to the countryside –
driven by the claustrophobia of global pandemic lockdowns –
this swing will be small in comparison to decades-long urbani-
zation.

And new flexible working will see consumers move between

homes and workplaces more frequently – working part-time in
the city in several-day cycles, and accessing its infrastructure,
then retreating to other areas for respite, according to The Future
Laboratory’s Martin Raymond.

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 As Simon Saint observes, the key tenets of Compact Luxury will
be about customization and innovations that elevate smaller
spaces. Even within the most streamlined spaces, specifications
will be handed to the consumer.

» You’ll start to see standard blueprints,« Saint says, » where specifi-

cations are customisable for a consumers’ specific interest: so if
they’re into cooking, they compromise some space for an extra
oven, or if they’re into wellness, their bathroom appliances include
smart technology to help track their health stats.« Such specifica-
tion will see the rise of multifunctional kitchens, sitting rooms and
work-play areas that can be lit based on the time of day or con-
text of use.

TO UNDERSTAND WHAT COMPACT LUXURY MEANS …

… for the way our interiors are designed and space-optimized
in the future, we have identified three Compact Luxury trends that
are spurring new behaviors and innovations.

From the creation of nuanced dual identities, to how social pro-

ximity is challenging perceptions of luxury, to a desire for both
individual and collective wellbeing, the three trends of Liberated
Living, Immaterial Affluence and Conscious Wellbeing will define
Compact Luxury in the next decade and beyond.

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 T he C ol l e cti ve C an ar y Whar f , L o n do n

A boundaryless mindset is emerging

among consumers, underscored by a
desire for flexibility.

TREND 1 – LIBERATED LIVING

As society becomes increasingly urbanized, so too is it becoming
more globalized. Being a citizen of a modern city means being
part of a global city culture. Participating in this community and
network is often a compelling enough reason to opt for the more
compact spaces of city apartments rather than the larger homes
of non-urban areas.

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 At the same time, as travel becomes easier and technology allows
you to feel at home wherever you go, being based in one city while
roving to others is simpler than ever before. This type of flexible,
nomadic lifestyle allows today’s consumer to experience global
city culture first-hand. Consumers’ identities are then formed through
their own bricolage of experiences, rather than being based on
traditional markers like nationality or profession.

The new, boundaryless mindset of Liberated Living is emerging as

a result. It is particularly prevalent among younger demographics.
Research from Spotify reveals that 35% of Gen Z identify more as
global citizens than as citizens of their own country. Ian Goldin,
director of the Oxford Martin School at the University of Oxford,
agrees: » Transnationalism and layers of identity are becoming
more common, particularly among the young.«

As Liberated Living sees consumers embrace endless possibilities,

it also influences what they require from their living spaces. Having
the flexibility to uproot and discover a new location is fast beco-
ming a new standard of luxury for affluent consumers, as co-culture
(as in co-working, co-living, co-creating) comes into its own. Being
part of such a nomadic community is prioritized over living in larger
homes, and the compact nature of many co-living spaces speaks
to this demand.

» Co-living is really a response to changing needs of access,« says

Simon Saint. » Luxury, for the new consumer, is about being able
to get what you need when you need it, and reducing the private
space down to the essentials. Co-living comes off the back of that,
where you have the essentials, which can be quite compact,
and then you connect to people based on shared interests, and
you structure your life around that.«

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 T he C o l l e cti ve C an ar y Whar f , L o n do n

T he C o l l e cti ve C an ar y Whar f , L o n do n

Norn, which operates across America and Europe, is an innovative

concept that began as a co-living club but has now evolved into a
space for sparking meaningful conversations, with hour-long discus-
sions on topics ranging from » wealth « to » success «. Elsewhere, the
designer Yves Behar launched a range of prefabricated accessory
dwelling units that aim to tackle rising house prices and the increase
in urban density in California. These micro-homes are completely
compact and modular, and can be fully customized depending on
site conditions, functionality and personal taste.

As remote working culture, accelerated by Covid -19, increases

flexibility for people across the board, the next decade will also
see more focus on spaces that have multiple functions, enabling
fluid movement between different mindsets including those of work,
play and relaxation. Spaces such as The Collective in London are
already delivering on this front, providing residents with high-
level 5G connectivity, communal conferencing areas and mixed-
use office space.

Liberated Living will see a new high-end consumer who values a

compact version of luxury that underscores their need for high-flexi-
bility and high-connectivity, allowing them to move from one space
to another, creating their identity in the process.

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 M u s é e , B ei j i n g

Consumers are forgoing traditional markers

of wealth, embracing inconspicuous forms
of luxury instead.

TREND 2 – IMMATERIAL AFFLUENCE

As consumers redefine their identities, they are also reassessing

what wealth means to them. In place of the overt materialism that
was common in past decades, luxury consumers are finding new
ways to use their wealth. As a result, immaterial and inconspicuous
forms of luxury are emerging. And these new forms can be tailo-
red to each individual’s unique notion of luxury. As such, excessive
spaces are not as sought after as before, while a compact and
minimal approach can be seen as a new form of luxury.

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 A survey by Boston Private of people with assets ranging from
£ 780,000 ($1m, €868,000) to £15.6m ($20m, €17.3m) reveals
why, with almost a third (30%) identifying one of the main
negatives of being wealthy as » people judging their status «.

» A growing anxiety around the display and pursuit of wealth is

thus forcing younger, more affluent individuals to re-examine what
luxury means to them,« says The Future Laboratory’s Martin Ray-
mond. » This is thanks, in large part, to the public backlash they
have witnessed against overt displays of prosperity and privileged
lifestyles, amid rising global inequality — as a major re-assessment
of what is considered appropriate today when it comes to spen-
ding and investing gets underway.«

High-profile scandals such as Burberry’s incineration of surplus

goods in 2018 have bolstered the notion that the affluent are
directly financing social and environmental harm. More recently,
a backlash was also visible during lockdowns as coronavirus
spread through the world; celebrities and influencers broadcasting
from ostentatious homes were quickly derided for being out of
touch.

YouGov’s 2019 Affluent Perspective survey, with respondents

across the APAC, North American and European markets, demon-
strates how this shift is impacting consumer behavior, revealing
that 77 % of luxury consumers are now opting to make fewer, but
more meaningful, purchases.

As Millennials and Generation Z become the majority market

share across various industries — Gen Z hold a huge US$44 billion
in buying power, according to the National Retail Federation — their
political and social values are also having an impact, guiding
spending choices as never before. More than 80% of the World
Economic Forum’s Young Global Leaders stated that their interest in
public service stems from a desire to improve or transform society
— and this scrutiny transfers to luxury brands.

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 A new attitude of buying » just enough « is further underscored by
resource scarcity, as the climate crisis begins to affect people on a
psychological level. Conscious of the climate, consumers are buy-
ing fewer goods, with a focus on essentials and long-lasting goods.
In some instances, consumers are turning away from ownership
altogether, with the affluent also embracing luxury fashion rental
and the sharing economy.

One case that exemplifies these new attitudes is New York’s Sister
City, a hotel concept that aims to provide everything that today’s
modern traveller needs without any of the excess. Created by the
same studio behind the popular Ace Hotel, Sister City is described
as ’an experiment in essentialism’. The hotel is reduced to its most
functional parts, including two hundred rooms, a restaurant and a
rooftop bar.

Similarly, Claus Sendlinger, founder of Design Hotels, has reboo-

ted the notion of slow, minimal and essential living with a new space
in Berlin called Marina Marina. The space imitates the stripped-
back austerity of ancient temples, informed by a notion of luxury
that is minimal and pure. Sendlinger describes Marina Marina as
» a destination for the new «, an » academy for experience and
design’, and a ’temple space for contemplation.«

The new Rolls-Royce Ghost sedan, meanwhile, has been designed

as » minimalist and restrained «, taking a mellower approach that
reflects the changing desires of luxury customers. In the rentalspace,
Harth is a sharing platform that allows members to rent works of
art and furniture, and exchange them as their circumstances and
tastes develop.

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 Similarly, in Beijing, the new Musee flagship store puts an ultra-
luxe spin on the resale market, offering pre-loved accessories in a
high-end environment, with store consultants trained to tell shoppers
more about the provenance of purchases. Elsewhere, Copenha-
gen-based designer brand GANNI has collaborated with Levi’s to
launch the first 100% - recycled, 100% - rentable collection, featuring
pieces made from vintage denim that are available for rent only.

Immaterial Affluence signals the high-end consumer’s transition

away from regarding luxury only as materialism. Instead, this new
notion favors streamlined and sufficient spaces and products that
are well-designed and fine-tuned to avoid excess.

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 P u re S k i e s by P r i e s tm an Go o de

Consumer concern around urban living is

driving a desire for spaces that support both
individual and collective wellbeing.

TREND 3 – CONSCIOUS WELLBEING

The wellness sector is booming. Powered by the physical activity

economy and a rise in mindfulness, it is valued at £3.6 trillion
($ 4.5 trillion, € 4 trillion), while each year, 1.3m potential US buyers
express an interest in wellness communities, according to the Glo-
bal Wellness Institute. At the same time, sustainability concerns
have reached fever pitch among consumers, as the impact of climate
change on the environment becomes increasingly apparent.

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© 16
 Urban living, however, is putting both of these areas at risk. City
dwellers have an almost 40% higher risk of depression than those
in rural areas, and over 20% more anxiety. Eighty per cent of urban
areas, meanwhile, currently have levels of air pollution higher than
those recommended for health reasons.

As a result, a new set of values is emerging among consumers.

In response to the risks of urban living, they are now seeking to
preserve their own health and that of the environment. This protec-
tive duality — or desire for Conscious Wellbeing — will become
increasingly important for spaces to support over the next decade.

With Conscious Wellbeing in mind, people are increasingly view-

ing their private spaces as a sanctuary away from the bustle of
urban living, with research from architectural practice Resi revealing
that 90% of those most satisfied with their home say their home
often or always makes them feel relaxed. As a result, the peace,
ease and comfort of living that spaces can offer becomes more
important than the size.

It also means that people are seeking, even in compact spaces,

a way to personalize and customize the areas available to suit
their needs, values and interests. Favoring appliances that are both
sustainable and well-designed, these consumers are looking for
spaces that are well thought-out and fine-tuned – even in urban
areas where apartments are smaller.

The hospitality world is paving the way towards Conscious Well-

being, embracing a blend of wellness and sustainability. According
to the Global Wellness Summit, the wellness lifestyle real estate
and communities market is worth £88bn ($119bn, €100bn), is
growing at 9% a year, and is expected to reach £114bn ($153bn,
€129bn) by 2020.

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 Examples of resorts that combine both collective and individual
wellbeing can be found around the globe, from the Maldives to
France, with the Four Seasons resort at Kuda Huraa a case in
point. Alongside a more traditional roster of yoga, meditation and
luxury spa treatments, it offers a Caring Conservation experience
that enables guests to take part in activities such as looking after
baby turtle hatchlings or transplanting coral frames as part of reef
regeneration.

Demand for Conscious Wellbeing has been further heightened

by the coronavirus pandemic, with people rocked by the impact
of weeks spent living in lockdown. Simon Saint acknowledges that
COVID-19 has accelerated the demand for wellbeing as a point
of difference in luxury properties. » People have suddenly become
more aware of it,« he observes. » Air-quality, for example, is beco-
ming even more of an issue in the wider consciousness, beyond
just those who are engaged in the topic, and people want to know
that it has been considered in a city-centre luxury residence.«

Fortunately, designers are already looking at how to optimize

spaces in response. In a newly released concept in the UK, design
studio Priestman Goode has developed a post-pandemic cabin
derived from anti-microbial materials that focuses on hygiene and
personal space, to keep passengers safe and relaxed. It is some-
thing likely to be recognized and appreciated by consumers, with
83% wanting brands to provide solutions that help them cope
with the situation, according to Global Web Index.

As we move toward the end of the decade, societal focus will

likely shift back to the impact of climate change, as people adapt
to post-pandemic life. Already, a number of speculative design
concepts have been put forward to demonstrate how we might live
in this future. These visions are of residences that are as resilient as
they are luxurious.

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© 18
 For example, Currents for Currents is a proposal from Manila-ba-
sed studio DADA that envisions a floating housing solution for
coastal communities. Driven by concerns about climate change
and the threat of natural disasters, the idea is centered on a
number of modular housing units that can be freely arranged and
adapted to different coastlines, providing an enticing way for
affluent consumers to live. Each hut would be able to collect solar
and tidal energy to power the homes and community at large
without leaving any further footprint.

Conscious Wellbeing points towards a future in which even the

most compact spaces are designed with our personal and col-
lective health in mind. Using sustainable innovations, such spaces
would enhance relaxation — both physically and mentally.

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© 19
 C re d i t Foto g raf

The bathroom collection AXOR One. The essence of simplicity with a new interaction.

Part Three: MICROTRENDS BATHROOMS

In response to rapid urbanization, luxury consumers are looking
to consume more consciously, less conspicuously, and more flexibly
than ever before. These needs are naturally impacting design deci-
sions as each space in the home undergoes transformation.

Bathrooms are a space for personal care and relaxation. As such,

they will come into focus particularly as a place to tend to one’s
wellbeing away from the hyper-stimulation of the city.
Technology is opening up the possibilities for the bathroom to offer
a sanctuary to its occupants — the smart bathroom market is antici-
pated to flourish, with compound annual growth of 11.2 % between
2020 and 2025 according to FastMR. Meanwhile, intelligent
design is pushing the envelope of what’s possible when it comes
to sustainability and functionality.

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© 20
 In the luxury space, premium hotels are already moving away from
the traditionally sought-after open bathroom design, which once
favored open plan and glass windows. Such hotels are instead
embracing the idea of privacy and sanctity, creating serenely
designed enclosed bathrooms that act as the perfect space for
recuperation.

AS DESIGNERS BEGIN TO CONSIDER THE BATHROOM OF

THE FUTURE, THE FOLLOWING MICROTRENDS WILL EMERGE:

NET-POSITIVE BATHROOMS
As consumers become more. environmentally conscious than ever
before, consumers are already causing a shift in how buildings
are designed and considered. Simon Saint notes that the next step
­after net-zero will be regenerative spaces: » People are begin-
ning to embrace net-zero as a new standard, and the next thing on
from that will be spaces that can actually regenerate and have a
positive impact within the wider city.«

With associated water and personal care product wastage, sustai-

nability-minded customers will seek bathrooms that can regenerate
waste. Meanwhile, Saint observes the rise in sustainable materials
being used within design, with a preference towards natural finis-
hes such as wood and re-usable ceramics. Moreover, replaceable
components that can be directly removed are being favored ahead
of those that require other elements, such as tiles and fixtures, to be
ripped up and discarded during the repair process.

Signs of this regenerative approach are already emerging. The

100 Houses project by Amsterdam-based » arch-tech company «
UNSense will let residents produce their own resources, such as
food and energy, manage their own waste disposal, and own all
of their data. Equally, Norwegian architectural workshop Snøhetta
unveiled the world’s first energy-positive hotel in Norway’s Arctic
Circle. And in Melbourne, Burwood Brickworks will be the world’s
most sustainable shopping centre, with a » closed loop « water
reduction management system and a hydroponic farm.

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© 21
The AXOR Starck V faucet. A faucet out of the AXOR MyEdition collection.

Meanwhile, AXOR’s Starck V faucet is a recent innovation made

in glass; given the transparency of this material, it allows the consu-
mer to see the water that is being used, leading to more conscious
usage of it. Additionally, the AXOR MyEdition range is partly made
from sustainable materials such as glass, wood and leather, and
offers new levels of customization to the customer.

Technology will also be employed to prevent excess wastage.

Movement sensors that automatically control the flow of water will
mean less is drained away, and brands have been experimenting
with self-diagnostic systems that are able to shut off water as soon
as a leakage occurs.

Meanwhile, as materials merge with technology, the emergence of

self-healing surfaces and components will mean that, in a future of
Compact Luxury, consumers will need to spend less time dedicated
to their home maintenance, and more on their passions.

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© 22
 PROGRAMMABLE PLACES
As technology develops, spaces will become hyper-personalized
through smart features that can adapt to each individual occupant
— meaning, even in a shared space, a level of temporary customi-
zation will be achievable.

With material innovation, bathrooms will be able to adapt to their

occupants’ biometrics. Design agency Layer, based in London,
created a concept for French company Airbus that uses a sensor
to monitor a passenger’s temperature and position throughout the
flight. The data detected from the smart material is then translated
into messages to the passenger on how to adjust their position
to maximize their comfort levels. Smart flooring in bathrooms and
smart bathroom mirrors could develop similarly, doubling up as
scanners for a user’s biodata, linking up to their other health de-
vices to provide real-time feedback on how to improve their well-
being.

Meanwhile, Italian architect Carlo Ratti created an internet-connec-

ted writing robot that is able to draw and erase images on any ver-
tical surface. The robot can erase and redraw its designs endless-
ly, allowing users to personalize their walls with digital artworks.
Requiring two nails and a power plug, the device can be installed
in under five minutes. Applied to hospitality, it could enable a hotel
room that takes on a new identity for each guest, depending on
their preferences, and the same goes for the home, too.

Elsewhere, we have also seen US-based marketing technologies

firm FaceCake develop AR mirrors that don’t require any touch and
can be activated by voice, gesture and gaze, alongside virtual
make-up looks for video conferencing platform Zoom in anticipa-
tion of a future in which working and socializing from home are
a consumer choice.

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© 23
 And much like the booming smart fridge market, a rise in smart me-
dicine cabinets is also on the horizon, allowing consumers to view
what’s inside their cabinet from an app while out shopping. Alterna-
tively, the cabinets could scan the contents contained and determine
if a user is running low on prescriptions, their favorite cosmetics, or
cleaning products, and then automatically renew scripts or order
refills when required.

MULTIFUNCTIONAL MINIMALISM
As minimalism continues to inform how our city spaces are desig-
ned, spaces will also increasingly become optimized for hyper-effi
cient use. Each appliance will soon need to operate in a multi-func-
tional manner to declutter space. Faucets that double as antiviral
hand driers and scales built into underfloor heated tiles will beco-
me features of the future bathroom as a result.

As co-living and part-ownership become the norm across conti-

nents, we will also see a future where spaces are let for part of the
week to different residents, as they commute back and forth from
the countryside for the days of the week they have to be in their
city central offices. » Co-living is changing how people think about
their spaces,« says Simon Saint. » To cater to a number of occu-
pants, spaces need to become harder-working and more efficient,
in order to deliver convenience in day-to-day life.«

An iteration of the type of innovation this will spark can be found

in global architecture firm Woods Bagot’s AD-APT flexible interior
concept, which would enable people to reconfigure their homes
depending whether they need to work, entertain, exercise or rest
and recuperate. Using moveable partitions, the proposal sees
spaces reconfigured into different zones based on the time of
day, to facilitate working, relaxing and playing in the same area.

Similar concepts designed for the home will enable people to live
even more liberated and fluid lives, with multifunctional, multi-resi-
dential, minimal spaces providing a blank canvas for each urbanite
to customize.

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© 24
 A touch-free AXOR Uno faucet.

SANITIZED SANCTUARIES
COVID -19 has underscored the need for heightened sanitation
and made consumers more demanding of it than ever before.
Promisingly, many emerging innovations contain a dual hygiene-
benefit: touch-free faucets, for instance, can not only sense usage
to prevent excess water waste but also prevent contamination
and the spread of germs with fewer contact points.

Building on recent innovations such as Monos’ hand-held Clean

Pod ultraviolet UVC sanitizing device and Frank Chou’s sterilizing
lamp, the future home will be pandemic-proof from the front door.
Arriving home, residents’ bodies will be scanned using ultraviolet
germicidal irradiation, while coats and shoes will be hung inside
Carlo Ratti Pura-Cases, garment bags that use ozone to eradicate
bacteria and viruses instantly from clothes.

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© 25
 Brands are also looking beyond the immediacy of the pandemic
toward a future in which collective health is paramount. One such
idea centers around silence and inducing a wellness-boosting calm
that cannot be found on the streets. Still Room in Antwerp was
redeveloped from a colossal piece of 19th- century brick architec-
ture that served as a hydraulic power station, to a » sanctuary
of silence «. This » monastic « approach is being incorporated in-
creasingly into residential spaces, with brands experimenting with
soundproofing and aural experiences to enhance the sanctuary of
the bathroom. In this future, residents could enjoy not only water
baths, but sound baths as well.

The concept of cyber-care is also entering the bathroom. With a

focus on tracking positive habits, CareOS’s Poseidon smart mirror
functions as a private personal care device. Its programs are
customized according to users’ needs, be they those of families
with children or adults following particular care and fitness regimes
at home. And Philips recently installed a system of LED lights in
an office in Prague that is designed to support workers’ circadian
rhythms throughout the day — an approach that could be incorpora-
ted into bathroom lighting to help residents wake up or wind down
in the mornings and evenings, as they embark on their per-
sonal care rituals.

Finally, Atmosphère by SeymourPowell comprises a collar and

futuristic chaise longue that work together to rehabilitate the skin
of urban dwellers while bolstering their holistic wellness. The artifici-
ally intelligent devices analyze the atmospheric conditions surroun-
ding the user, diffusing SPF or cosmetics as fine particles that
land on the user’s skin or filter into the air in vapor form, creating
a beauty bubble around them.

   AXOR–Hansgrohe SE. All rights reserved.

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 C re d i t : T he Fu tu re L abo rato r y

Part Four: LAB NOTES

As consumers reassess what identity means to them, they will ex-
pect increasing flexibility in their homes and the fixtures that come
with them. Brands must consider how compact design can support
a tetherless identity.

Wealthy consumers are no longer looking for excess but instead

for streamlined living. Brands must explore how compact spaces
can support consumers who are looking for simplification in » just
enough « compact spaces.

Wealthy consumers are more conscientious than ever. Create

goods and services that help to support and convey their aware-
ness of people, the planet and social causes.

   AXOR–Hansgrohe SE. All rights reserved.

© 27
 Luxury brands are embracing the sharing economy. Now, wealthy
consumers want access to democratic yet memorable experiences.

While technology has contributed to our accelerated pace of life,

there are opportunities for brands to use it in a more mindful and
minimal way. Brands must help consumers to better understand their
own bodies and psyches in the bathroom setting, even when space
is restricted.

The ability to decelerate successfully will become completely

democratized. Brands must seek to integrate moments of calm into
everyday life, from silent cafés to meditative bathroom rituals in
enclosed spaces that enhance privacy.

Our understanding of wellbeing is shifting. Post-pandemic, people

will understand that a healthy community not only embraces indi-
vidual wellbeing but is rooted in good-quality interior and exterior
environments.

Compact Luxury is about bringing notions of luxury to consumers

in few square meters. Brands must explore how to streamline every
centimeter of available space to boost serenity and wellbeing.

   AXOR–Hansgrohe SE. All rights reserved.

© 28
 C re di t : T he Fu tu re L abo rato r y

Christopher Sanderson and Martin Raymond,

co-founders of The Future Laboratory.

ABOUT THE FUTURE LABORATORY

The Future Laboratory is one of the world’s most renowned futures
consultancies. With a unique blend of trend forecasting, consumer
insight, foresight, brand strategy and innovation, it inspires and
future-proofs organizations.

Founded in 2000, The Future Laboratory today has offices in Lon-

don and Melbourne, and has worked with more than 1,000 bus-
inesses in 50 countries. Drawing on a workforce of more than 70
in-house experts, The Future Laboratory assembles unique teams of
journalists, writers, visual researchers and innovation analysts to do-
cument the new and the next across 14 industry sectors worldwide.

   AXOR–Hansgrohe SE. All rights reserved.

© 29
 ABOUT AXOR
AXOR conceives and manufactures iconic objects for luxurious
bathrooms and kitchens. Developed in collaboration with world-­
renowned designers — Philippe Starck, Antonio Citterio, Jean-Marie
Massaud and Barber Osgerby among them — AXOR products come
in a variety of styles. All AXOR faucets, showers and accessories
are produced to the highest standards of quality. With an expertise
that extends far beyond the products themselves, AXOR inspires and
enables architects, interior designers and the design-saavy public.
Together with AXOR, they shape water-related spaces that reflect
the unique personality of the user. Part of the Hansgrohe Group,
AXOR is a forward-thinking brand dedicated to developing distincti-
ve products, manufactured with excellence.

   AXOR–Hansgrohe SE. All rights reserved.

© 30
 IMPRINT
PUBLISHER
AXOR–Hansgrohe SE
Auestraße 5–9
D - 77761 Schiltach

Phone: +49 7836 51- 0

Fax: +49 7836 51-1300
Email: [email protected]
www.axor-design.com

IN COOPERATION WITH
The Future Laboratory
26 Elder Street, London E1 6BT,
United Kingdom

Phone: +44 20 7791 2020

Email: [email protected]
www.thefuturelaboratory.com

JANUARY 2021

   AXOR–Hansgrohe SE. All rights reserved.

© 31