Heaven at Home

Just as the once-lowly kitchen has become the province of status seekers and those on the hunt for the next hot thing, the master bath has evolved into a wonderland of expensive and luxurious materials and products designed for people who want to play “trophy bath.” 

Not necessarily so, insists Diana Schrage, interior designer, Kohler Design Center, Kohler Wis., who believes status-seeking conspicuous consumption is on the way out. “We’re seeing an honesty where people have realized that some of the things they have purchased are running them,” and precious time is spent on maintenance. “We still want to purchase wonderful things, but we also want them to be things we’re going to be using.” Schrage thinks that, even in a luxury situation, “less is more. And when there is less, clearly it has to be specifically functional and give the homeowner what they are expecting it to.” 

This means top-quality products that are customizable to a consumer’s individual desires, which have become more sophisticated and elaborate in recent years. 

The complete home spa 
Consumers get their concepts of the perfect bathroom space from two primary sources: hotel facilities and health clubs. “As the baby boomer generation moves toward retirement, they have the bucks to spend on staying healthy and living active lives,” notes Mitch Altman, president, Thermasol, Simi Valley, Calif. 

A bathroom space to rejuvenate and relax is on top of their wish list. For any age, “there’s an increasing concern with wellness,” adds Michael Kornowa, director of marketing, MTI Whirlpools, Sugar Hill, Ga. “People are looking to the bathroom as a sanctuary, a place for solitude, to foster wellness and a more holistic experience.”