Laufen Unveils a Bold New Chapter with Experience Tomorrow
Swiss bathroom brand Laufen has long been recognized as one of the most respected names in European sanitaryware design. Known for combining precision engineering with refined aesthetics, the brand has consistently pushed the boundaries of what a bathroom product can be — both functionally and artistically. Now, with its landmark Experience Tomorrow initiative, Laufen is signaling something more significant than a product launch: a comprehensive reinvention of its brand identity for a new era of design.
Unveiled through a series of immersive installations, Experience Tomorrow represents Laufen's most ambitious effort yet to communicate who it is, what it stands for, and where it is heading. The campaign speaks directly to architects, interior designers, and discerning consumers who look to bathroom spaces not merely as utilitarian rooms but as carefully considered extensions of how people live, rest, and restore themselves.
What Is the Experience Tomorrow Initiative?
At its core, Experience Tomorrow is an experiential platform designed to bring Laufen's reinvented visual and philosophical identity to life. Rather than relying solely on catalogues or digital lookbooks, Laufen has chosen physical installations as the primary medium for communicating this evolution. These thoughtfully staged environments allow visitors to step inside the brand's vision — to feel textures, observe spatial relationships, and understand how Laufen's products exist within real living contexts.
The installations create curated environments that blend product showcases with storytelling, giving each space a distinct atmosphere that reflects Laufen's design philosophy. Every element — from lighting choices to the arrangement of key pieces — is intentional, working together to express a coherent narrative about quality, longevity, and the transformative potential of the bathroom space.
This approach reflects a wider movement in luxury and high-end design brands, where the experience of engaging with a brand has become as important as the products themselves. For Laufen, Experience Tomorrow is both a marketing milestone and a genuine design statement.
A Reinvented Identity Rooted in Heritage
Laufen's brand reinvention does not seek to erase its Swiss heritage — quite the opposite. The brand was founded in 1892 in the Swiss town of Laufen, and over more than 130 years it has built a reputation for ceramic mastery and meticulous craftsmanship. The new identity acknowledges this legacy while positioning Laufen as a forward-thinking force in contemporary bathroom design.
The refreshed brand language draws on clean lines, understated confidence, and a commitment to materials that age beautifully rather than trend quickly. There is a deliberate tension at play in the Experience Tomorrow installations between the timeless and the contemporary — between the warmth of artisanal production and the precision of modern manufacturing. This tension is central to Laufen's appeal and has been amplified rather than resolved in the new identity.
Design Innovation at the Heart of the Brand
One of the most compelling aspects of Laufen's Experience Tomorrow initiative is how it frames design innovation as inseparable from the brand's character. Laufen has collaborated with some of the world's most celebrated designers over the years, including Patricia Urquiola, Konstantin Grcic, and Toan Nguyen, producing collections that consistently win industry recognition and critical praise.
The Experience Tomorrow installations highlight this design-forward culture by spotlighting key collections that exemplify the brand's approach. Visitors can observe how signature Laufen products — from sculptural washbasins to precisely engineered baths and toilets — are designed not just to perform but to contribute meaningfully to the spaces they inhabit.
- SaphirKeramik technology: Laufen's proprietary ceramic material, which is significantly harder and more durable than conventional sanitaryware ceramics, allowing for thinner walls and sharper forms that push the limits of what ceramic design can achieve.
- Rim-free toilet technology: A functional innovation that simplifies hygiene without compromising on the clean aesthetic lines the brand is known for.
- Sustainable production: Laufen's manufacturing processes reflect a commitment to reducing environmental impact, a value that is becoming ever more central to the brand's positioning.
By presenting these innovations within immersive installation contexts, Laufen ensures that visitors engage with the why behind each design decision, not just the what.
Why Experience Tomorrow Matters to the Design Industry
The timing of Laufen's brand reinvention is significant. The global design industry is navigating a period of rapid change, with sustainability pressures, shifting consumer values, and an increasing demand for authenticity reshaping how brands communicate. In this environment, a brand that can articulate a genuine identity — one that connects heritage to future vision — holds a distinct advantage.
For architects and interior designers who specify bathroom products, Laufen's Experience Tomorrow initiative offers something genuinely useful: a clearer understanding of the brand's direction and a more vivid sense of what Laufen products will contribute to a project. The installations are not just marketing exercises; they are a resource for design professionals seeking inspiration and confidence in their specifications.
The Future of Bathroom Design According to Laufen
Looking ahead, Laufen's Experience Tomorrow initiative suggests a brand that is thinking seriously about the long term. Bathroom design is often described as one of the last frontiers of genuine personal luxury — a space where quality materials, considered proportions, and excellent craftsmanship can transform an everyday routine into something quietly extraordinary.
Laufen's reinvented identity positions the brand to speak to this aspiration with greater clarity and conviction than ever before. By investing in experiential storytelling, maintaining its commitment to design collaboration, and building on the material innovation that has always set it apart, Laufen is making a compelling argument that the best in bathroom design is still ahead.
As the Experience Tomorrow installations continue to travel and evolve, they serve as both an introduction and an invitation — to clients, collaborators, and the design community at large — to engage with a brand that is confident in where it has come from and genuinely excited about where it is going.