Louise Huston, marketing manager for Flair Showers, reveals the extraordinary story behind 'Waterfall By Flair' and how the brand set about conveying its message to KBB Birmingham 2024 attendees.
Q: What is the story behind your KBB Birmingham stand?
A: At KBB 2024, we showcased a variety of new products within our Harmony Collection. The Flair Showers Harmony portfolio encompasses a premium selection of shower enclosures, wetrooms and bathscreens, favoured by leading bathroom retailers and project specifiers throughout the UK, Ireland and Europe. We also revealed the beautiful results of our brand evolution journey project ‘Waterfall By Flair’.
Q: Tell us more about ‘Waterfall By Flair’
A: We wanted to do something radical to share the evolutional journey of our brand with visitors to KBB, something that hasn’t been done in the industry before, and that would set us apart from the competition, in the same way that our products do. The connection between water and our showering products is an obvious one, however we decided to be more daring than just arranging a photoshoot in a studio.
To communicate the brand direction, we took our award-winning products to Largy, an enclosed, secret waterfall on Ireland’s Wild Atlantic Way to create ‘Waterfall By Flair’. The rugged location had an endless abundance of naturally formed beauty. Even the curved shapes of the rock formations around the beach mirrored our product design language and we just knew we had to make it happen! Logistically, the project was complex. The production company and locals alike kept saying we were mad, but were equally intrigued by our ambition.
The result of ‘Waterfall By Flair’ was displayed at KBB and included a stunning waterfall that took centre stage of our stand. This was designed to recreate the secret waterfall, where our award-winning product range ORO was filmed. ORO, in all its frameless beauty, was right at home sitting in this magical setting. As visitors journeyed around our stand, they will have witnessed a selection of stunning imagery and visuals of our Harmony Collection sitting beautifully in the waterfall.
The Flair brand evolution journey is about exploring those precious moments that bring joy and happiness to our lives. ‘Waterfall By Flair’ brings to life how you can ‘Find your Flair’ and embrace those moments of joy in your everyday. For many, the daily showering ritual has the power to lift spirits, calm the mind or invigorate. As you step into a Flair Shower, you can be transported into your own personal escape.
Q: What new products were introduced at KBB 2024?
We introduced visitors to kbb to our brand new ILI and BABY ILI ranges. Our ILI collection of 1950mm high shower doors offers durability, simplicity and style, meaning bathroom specialists can offer a shower door that benefits from an aesthetically pleasing, high-quality design. ILI includes bi-fold, slider and hinge doors in addition to sliding and hinged quadrants and can be specified in three finishes, Silver, Matte Black and Brushed Brass to complement a variety of décor styles.
Born out of the ingenuity of our ILI range is BABY ILI, a collection of 1800 mm high shower doors, designed specifically for low and sloping ceilings, available in Silver. The new range ensures bathroom specialists can meet their customer’s needs, even where space is tight, and enhance the user’s daily showering experience. Constructed with superior 6 mm toughened safety glass, our BABY ILI shower doors benefit from a crystal-clear, spotless appearance, thanks to the clearvue, hydrophobic glass coating that minimises limescale build-up.
Meeting consumer demands for on-trend metallic finishes in the bathroom, we also introduced a Country Bronze finish to our AYO modular collection of wetroom solutions and previewed Brushed Nickel and Brushed Bronze finishes for our ETO shower enclosures that will be available this summer.
