"To complement the minimal styling of the Kohler Numi toilet, Marmol Radziner created an urban, sleek environment to convey the brand image of Numi as one that reinforces the leadership position of Kohler in the luxury living space.
Marmol Radziner designed a modular prefab gallery to showcase a series of Numi display models, utilizing a dark color palette of gray lacquer, ipe decking and gray carpeting to capture a mood of mystique and desire" — Ron Radziner, design principal, Marmol Radziner
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 immediately nationwide at a retail price of $6,400, and end 2011 in Europe.
Led by Kohler’s Executive Creative Director Tristan Butterfield and Ammunition Partners Brett Wickens and Matt Rolandson, the creative approach of the Numi marketing campaign was inspired by Kohler's rich history of bold and audacious print ads from the 1970s, updated for the 21st century. The Numi positioning was developed to associate Kohler’s leadership position with gracious technology, and is illustrated through a cinematic-style storyline of the young couple.
Every aspect of Numi's marketing campaign 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 debuted the Numi at KBIS recently, and at the Dwell on Design event end-June.
The location of the Numi shoot is the iconic Case Study #22 STAHL HOUSE 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."