node created 2019/10/05
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We're preparing ourself now for the next big change in the industry.

Dornbracht is moving towards culturing life, a new claim for the brand's activities.

Why do we call it like this?

Maybe it's helps to understand when we look where we coming from, to understand that life is really a journey and everything is really a kind of an evolution [mumble mumble] process.

So in the 90s we started with culture in the bathroom.

We're focusing on the precise design, and Dornbracht with the help of Sieger design has come up with incredible iconic designs for the industry.

After that we have invited artists, philosophers, designers, people who really start thinking about how people behave, how do they interact with the products, and we understood: it's all about rituals.

So we called this movement ritual architecture.

The next part we were very much interested in was thinking about the water itself.

Water has this opportunity to rejuvenate yourself in a very different way, from hot to cold, from hard to soft.

We thought it was time to change the claim from culture in the bathroom to the spirit of water.

And now, the society, the industry, we're all facing an incredible new trend, it called digitalization.

And through the digitalization we understand that beside the design and beside the architecture is very much important to understand how the self works, what are my personal needs.

And so we thought it's necessary to claim it in the way culturing life for the next generation and the people who are already facing with their smartphones these incredible technological revolution where they start and configurate actually, uhm, their smartphones, and so as well later on the whole smart homes where we live in.

When everything becomes digital you understand easily that the bathroom goes digital, too, as well the kitchen.

And this is a core for kind of a smarter product, let's say the products for the near future has to become intelligent.

Dornbracht will call this smart water.

So smart water actually defines the vision, actually defines the answer to this enormous change we're experiencing right now with digitalization.

And with smart water we need intelligent products.

And we will call those products smart tools.

So the smart tools will enable our vision of smart water.

We thought it needs a very simple communication, a very simple core message to explain the complexity behind the idea of smart water and it's smart tools to the customers.

So we thought it makes completely sense to find a claim which is based on a evolutionary development, within the [??] market.

And it says: "hot, cold and click".

So if we have the core message for the smart water idea "hot, cold and click", we'd like to keep the same structure, finding three words, to make it easy for the customer to remember.

So we thought that within the bathroom it makes sense to call it "aesthetics, beauty and care".

Here are the main interests for the customers as well, for their personal needs.

We know aesthetics is a kind of a core value for Dornbracht in general, everything looks just simply precise, iconic.

Beauty becomes more and more important and so as well care, because we spend more and more time in the bathroom to take care of our health, to rejuvenate, because we have to perform.

And that's why the area of the bathroom is simply the place where we all can fulfill that.

So Dornbracht bathroom, "aesthetics, beauty and care".

And for the kitchen we thought, again based on three words, it makes complete sense to say Dornbracht kitchen: "eat, drink and think".

Eat and drink of course is what we mainly do in the kitchen, we prepare we a dish, we have a good wine.

But nevertheless think is interesting as well in terms of everything becomes a little smarter.

And nowadays we know how important is to develop sustainable products and at the same time to take care about what you eat, so talking about the healthness within the kitchen area.

When we take everything into consideration what we just heard, then we know that the next decade is actually really about the unique human being with its individual needs within its individual spaces.

And Dornbracht will take care of that.