How bathroom sanitaryware styling meets the lifestyles of ever more creative and adventurous consumers

With people spending more time together at home than before, the need for the bathroom to exclude the outside world sees it gain an even higher prominence in architecture.

Made from enamelled steel, the Miena basin was designed by Anke Salomon for Kaldewei. It is available in a palette of colours including Soft Touch Mint.

Sales and marketing director at RAK Ceramics Ben Bryden explains: “Now we’re at home together more, the bathroom is a space to escape to, to simply be alone and indulge in some wellness.”

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Managing director of Trojan Baths David Mosley agrees: “We believe the fantastic growth of our freestanding baths is due to individuals spending more time at home.

“People want new suites to help them achieve an elegant and stunning space in the home where they can truly escape.”

Creative interior styling

This increased attention on the styling of the space has also seen consumers become more creative.

The Geberit Xeno2 bathroom series is based on a minimal design and combines geometric outer lines with soft natural shapes in the basin

Faye Froy of Burlington Bathrooms continues: “Advances in lighting, tiles, flooring, brassware and ceramics have meant that people are now able to be a lot more adventurous with what they want to do with their space, as they now have the tools to facilitate their style.”

It is this ability to create individual schemes which is now key in bathroom design, whether it’s a holistic collection through to eclectic scheme of handpicked pieces.

Consumer marketing manager at Geberit UK Mike Bennett comments: “The modern bathroom is a much more creative space, with many homeowners seeking to decorate the bathroom as they would any other room in the house.”

Character and colourful

It has meant a broader choice of styles, such as classical inspired and contemporary sanitaryware shapes through to coloured ceramics.

As part of the Bespoke by Burlington collection, which spans patterns and colours, is Alaska Blue sanitaryware.

Head of marketing at Bette Sven Resinghoff says: “We are seeing more customers adding colour into the bathroom to increase the feeling of cosiness and to relaxation.

“While white is still the most popular choice, the use of darker colours is increasing in popularity, to create a cosy and relaxing interior space.”

And head of sales at Kaldewei UK Adam Teal agrees: “Darker tones have been popular in recent years and during 2021 colour will continue to be a key factor.

“The introduction of the new Ming and new colourways for the Miene washbowls brings an uplifting element to any bathroom or cloakroom.”

Social media has played its part in consumers choosing colour for their bathroom, as communications manager at Victoria+Albert Baths Emma Joyce says: “We’re seeing colourful bathrooms popping up everywhere, influenced by a wealth of designers and influencers on Instagram and Pinterest.”

Health and hygiene

However, these lifestyle-centric bathrooms are not based on looks alone. In the post-COVID home, hygiene has become ever more important.

Antibacterial glazes, rimless technology, shower toilets and touch-free operation are likely to make the bathroom smarter in functionality, as well as appearance.

Giving consumers choice in sanitaryware colours, RAK-Feeling from RAK Ceramics comes in White, Greige, Cappuccino, Grey and Matt Black

Group director of marketing at Bathroom Brands Juan Pillay hints at the company’s development into research and design: “The market is constantly adapting and there’s likely to be more touch-free products coming into play, including from the Bathroom Brands Group.”

And Mike Bennett of Geberit agrees, concluding: “Hygiene has naturally become a key priority for homeowners, so we can expect to see a huge growth in infrared and touchless technology.

“Homeowners are likely to invest in products like sensor activated flush plates, automatic lifting toilets seats and infra-red taps.

“Likewise, products and materials designed to minimise the spread of bacteria will become a key consideration for many – something that perhaps may not have been considered previously.”