Elegance on Tap

With sleek, sculptural shapes, funky finishes and hi-tech features, brassware is the new diva of the bathroom.

While bathrooms are enduringly a mix of white sanitaryware teamed with chrome and glass products, it’s becoming difficult for the consumer to make that mark of individuality. But with the arrival of increasingly funky brassware proving a big turn on in the glamour stakes, perhaps this, then, is that golden opportunity to add a little drama; the chance to add a touch of flamboyance and character to this relaxation zone – not to mention, that finishing touch of unashamed luxury.
“If you want an easy update to a bathroom my first recommendation is always look to the tap,” advises Cheryl Gurner, creative director of Bathrooms International. “I see taps as the jewellery of the bathroom.”
Perhaps partly as a reaction to the recession and the minimal, blank canvas interiors of the past few years, people want to inject an element of fun, glamour or personality into their bathrooms.
 “Individualism is an increasingly strong trend, with customers keen to differentiate their homes from their peers,” observes Sarah Williams, commercial director at Vado.
While plain chrome remains popular, consumers are now being offered alternatives, such as etched and jewelled designs which give the bathroom a more luxurious, feminine appeal. As Pete Mills, sales and marketing director at Aquaplus Solutions,
UK distributor of the Aqua Jewels range, says:  “Viewed as more than a functional part of the bathroom, decorative additions can help give the room a sense of character and an element of glamour.”
And it’s not just etched or jewelled in the running, coloured versions including green, orange and even multi-coloured designs are really packing a punch. These eye catchers work a treat in showroom displays, too. For while they might be bought by just a bold few, they tell the consumer an interesting story. That this showroom is bang on the money in terms of innovation and design. That they have come to the right place to buy – even if they do settle for
more subtle options such as matt black, white or a mix of chrome and monochrome.
Because of course, these more understated options have a drama all of their own. For while colour and decoration are big news at one end of the scale, at the other we are also seeing a strong element of sleek, simple, pared-down design and organic, sinuous forms. And C.P. Hart is one retailer which believes in the organic elements being a big draw.
 “The delivery of water in brassware is still represent­ing nature with rain, waterfall and mist sprays,” says Hayley Tarrington, senior designer at C.P. Hart.
 “The style of the taps is also starting to simplify.”
One reason for this shift towards softer, more fluid styles is our changing attitudes towards our homes, says Vanessa Allan, marketing manager at Samuel Heath. “They are no longer just seen as a future investment but as a sanctuary from our busy lives.”
Nevertheless, while visual appeal might take initial top billing, performance and durability are just as important. As a working piece of technical equipment, the tap is one of the most vital aspects of the bathroom, says Stephen Rinaldi, managing director of MGS, which manufactures the Minimal Beauty range of stainless steel taps. The good news is that he believes we have a winning combination: “The market has at last achieved a pleasing balance in terms of functionality and fashion. We are seeing superb, genuinely original design that is combined with sophisticated, precision manufacturing.”
So the bathroom tap has risen to star status. Where next? According to Judith Gibbons of Bristan:  “We expect to see a lot more focus on good design in the future, whether that’s in terms of a product’s inclusive design benefits, or through innovation such as touch taps, LEDs and digital controls.”