Jorge Hernandez, head of design at Bathroom Brands, talks to Nicola Hanley about how designers can maximise the wealth of choices available to create either an invigorating or calming bathroom space, depending on personal requirements.
It’s an exciting time to work in the bathroom industry. In just a few short years the sector has undergone a transformation as consumers have stepped away from utilitarian designs to embrace colour and texture. “For many years the bathroom was a white, clinical space,” says Jorge Hernandez, head of design at Bathroom Brands. “If we look back 5 years ago we had less colour choices and they were mainly chrome or black. Brushed brass was only really introduced into the mainstream mid market around 2017/18 so we’ve advanced quickly in terms of introducing more bold styles in the bathroom.”
Changes in society, he says, will increasingly impact how we design our bathrooms as its importance becomes more appreciated by consumers. “People see the bathroom in quite simplistic terms and fail to see it as an interior space and a space for wellbeing beyond the physical. I think the vision is for designers and end-users to be inspired to see it as an interior design project and to really consider touch points, mood, lighting and how they will affect your wellbeing. So when you use your bathroom, the space is giving you something on a daily basis whether that be a more tranquil or energetic experience. It can be whatever you want it be as long as it’s purposeful.”
It’s an approach that is inspiring the products that Hernandez and his design team are creating for Bathroom Brands as they seek that sweet spot between design and commercial success. The new Asura 8 collection of 8mm shower enclosures for the contemporary Crosswater brand is a perfect example. “It’s strengthened that mid-market position in showering and a highlight from that has been the introduction of choice within the handles with fluted and hammered textures. It might seem small but the handle is quite significant as it’s the primary touchpoint of the enclosure for everyday use. I think it consciously reinforces the message of the product, which is it’s a high quality, sturdy, durable product,” says Hernandez. “The hammered finish gives it an artisanal point and it’s an unusual finish in the market. It’s been really well received as it’s a point of differentiation and personalisation, which we’re being asked for more and more by retailers, consumers and designers."
Other products that Hernandez says have been a success from a design as well as commercial perspective are Crosswater’s Module Push Shower Valve and 316 range of stainless steel brassware. "It’s an elevated material of choice for the bathroom and it just gives us another point of differentiation where we’re bringing that material into the market at the mid point. It’s a more hygienic material and it has a better recyclability rate than brass.”
When designing products for Crosswater, Hernandez says he takes a contemporary, fluid approach, utilising colour, texture and playful touches. “We look at the trends of today and tomorrow and blend that with innovation, particularly in showering, to bring the latest technology to the mid market."
With Bathroom Brands’ classical Burlington brand, he prioritises quality, sustainability and longevity to create products that have a respect for the period from which they derive. “We want to transport people back and give them a really lovely story in terms of the inspiration and heritage of the product so they can tie it really well into their home. Take the Guild collection, which took 2 years to design. It was inspired by the early 1900s Arts and Crafts period and so many of the details that you see in the collection are direct inspirations from books, photography and reference points that we traced back. And that’s what I mean by being respectful and true to the period. It is a very careful and considered design that we’re delivering. And it was really well received because it provided a new chapter without compromising on tradition.”
Hernandez describes the luxurious and eco conscious Clearwater and colourful, entry-level Britton brand as being “more backstage” to Crosswater and Burlington and says that one of Bathroom Brands’ strengths is its agility. “We are quite agile so we can be reactive to what’s happening in the market and the trends that we see coming.”
For 2025, Hernandez says that’s a warm colour palette, dominated by bronze and pastels. “I think our Slate and Brushed Bronze finishes will do well, too.” And does he agree with some predictions that avocado tones will be making a return to the bathroom? “I wouldn’t say avocado I’d say pistachio,” he laughs. “When we went to Milan, the amount of terracotta and pistachio on show was huge.”
When it comes to Bathroom Brands’ 2025 launches, Hernandez is keeping his cards very close to his chest and won’t reveal too much just yet. “We’ll be doing some interesting and distinct things in 2025 and in terms of personalisation and boldness, we’ll be delivering some really exciting products.”
