It’s official. AXOR has launched AXOR Edge, quite possibly the most avant-garde bathroom collection ever created. AXOR chose ISH Frankfurt, the world’s leading trade fair for the bathroom, as the launchpad for its latest creation. Designed by Jean-Marie Massaud, AXOR Edge captivated the crowds with its diamond-cut surfaces and architectonic construction. The designer was on hand in Frankfurt to share his vision and join the festivities.
Massaud and Hans-Juergen Kalmbach, CEO of the Hans Grohe Group, officially unveiled AXOR Edge at an exclusive evening event for some 400 guests, including key partners from more than 30 countries. Frankfurt’s famed Klassikstadt, a former factory converted into a center for vintage automobiles, provided the perfect backdrop for the launch, luxurious but understated.
The evening, French-themed in honor of Massaud, began with champagne and hors-d’oeuvres in the spacious foyer of the Klassikstadt. Then, at the sound of a gong, the lively crowd streamed into the exposed-brick event hall. On stage, Massaud spoke of his inspiration for the collection, and Kalmbach explained how AXOR Edge reflected AXOR’s Form Follows Perfection strategy. The men lifted the black cloth off of AXOR Edge together, revealing a collection of unprecedented brilliance and sculpturality.
Following the presentation, the audience wandered among exhibits displaying a broad range of AXOR Edge products. Jean-Marie Massaud and Hans-Juergen Kalmbach mingled with guests and answered questions, together with a team of experts. A flying French dinner was served, champagne flowed, and a DJ imported from Berlin delivered beats deep into the night. It was a suitable beginning for a collection with unmistakable star power.