Architecture can help sell a $6,400 Kohler Numi advanced toilet. Visit kohler.com/numi
Moments in the day of the life of a young, successful couple are captured cinematically in Kohler' Co's latest marketing campaign stateside, for the company's new and most advanced toilet, Numi. The premium product, launched April 26th at the Kitchen and Bathroom Industry Show (KBIS) in Las Vegas, is offering a host of new technology-driven comfort and water-saving features with an original industrial design approach. Numi is available this fall nationwide at a retail price of $6,400, and end 2011 in Europe.
Every aspect of Numi's marketing campaign (created by design firm Ammunition) has been carefully controlled by positioning the toilet in the context of a glamorous lifestyle. Architects MARMOL RADZINER have created a sleek popup showroom, a minimal prefab module, which debuts the Numi at KBIS, and at the Dwell on Design event end-June.
The location of the Numi shoot is the iconic Case Study house #21 by legendary architect Pierre Koenig. The audacious nature of the Numi is matched by it's setting: converting the living room of one of the world's most famous houses into a bathroom, complete with floor to ceiling glass walls that overlook the L.A. Basin.
The Stahl house represents the best of American modernist architecture; this along with the high end designer clothes, and the most amazing toilet help to paint a picture of success, indicative of the type of customer for whom the Numi is targeted. The campaign captures a moment of "I have arrived."
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