Sink and Swim

So, instead of doing the changeover a little at a time, we will move all of the faucets to low flow by the end of August,” he says.

DeGenova agrees that water conservation is an increasingly important consideration with regard to faucet choices, “especially if the designer can trust a brand to deliver product performance in a water-saving design.”

Grohe recently introduced its WaterCare line, which includes over 60 SKUs of water-saving bath faucets, kitchen faucets and shower products.

Rohl, whose firm also offers reduced-flow faucets, adds: “I think the demand for low-flow faucets is being driven by the hospitality and commercial developers. Residential owners are certainly aware of this trend and will incorporate low-flow technology as long as it does not impact their experience and comfort.”

Campos agrees: “These new luxury consumers place high value on sustainability as well as technological innovation and design – that is, they seek plumbing fixtures that are not only beautiful and technologically advanced, but also precision engineered to maximize water conservation.”

In keeping with the idea of water conservation, touchless faucets are also gaining in popularity, according to industry players.

“We are receiving an increased number of inquiries for touchless faucets for residential usage, with the two most popular demographic areas being the kids’ room, in order to control the use and delivery of hot water, and the senior market, for easier access on the part of the consumer,” states Rohl.

To meet the increasing demand, Rohl LLC has introduced two touchless designs – one traditional and the other contemporary – with more designs planned.

McClain adds: “Electronic products will become mainstream in the bath much more quickly because of the green movement and water savings they offer.”

The digital versions of the Grohe Ondus lavatory faucet are completely controlled via a touch-sensitive electronic screen, including water temperature, volume, presets for individual users, and standard functions such as brushing teeth and washing hands.

“Electronic faucets are the future,” stresses DeGenova. “However, we have a long way to go with regard to building confidence in touchless faucets for the home.” However, he speculates that, since these products are also highly conservation-friendly, the trend may move faster than projected.

In the end, the bottom line is that the concept of “luxury” has changed significantly in the bath, notes Campos. “It is no longer understood as hedonistic conspicuous consumption,” she explains. “Instead, ‘new luxury’ consumers are conspicuous in their efforts at conservation. Today ‘conspicuous consumption’ has morphed into ‘conspicuous conversation.

“For homeowners, the use of water efficient or ‘green’ plumbing fixtures has become an elegant mark of personal responsibility,” concludes Campos.

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