PRIYA RUSTOGI ON HOW BATHROOMS BECAME URBAN SANCTUARIES FOR DAILY WELLBEING

How are bathrooms becoming places of comfort and calm in city homes?

It reveals a fundamental change in the role of the home itself. In increasingly dense, fast-paced, and constantly connected urban environments, the home is no longer seen only as a place to live, but as a place to recover and reset. Within that context, the bathroom has emerged as one of the few spaces where privacy and calm can still be protected. This marks a structural shift in lifestyle. People are consciously seeking moments of pause within their daily routines. As a result, the bathroom is no longer viewed simply as a functional hygiene space, but as an environment that supports mental and emotional wellbeing.

Q What emotional needs truly drive the demand for personalised luxury homes?

They are ultimately seeking emotional balance and restoration. Comfort, control, and sensory pleasure are essential elements, but they are not the end goal. Personalised luxury is about creating a private environment that supports individual wellbeing. In today’s fast-paced lifestyles, the bathroom has become one of the few places where people can genuinely disconnect. The ability to tailor that space , through water, light, and intuitive technology, becomes a deeply personal form of luxury. Homeowners are not simply selecting a shower or a faucet; they are shaping a daily ritual that brings calm, consistency, and a sense of control into their lives. The value lies in the freedom to create an experience that feels uniquely their own.

Q How has consumer mindset shift reshaped design, technology, and storytelling for brands?

This shift has significantly influenced our approach. It has encouraged us to extend engineering excellence into the architecture of wellbeing. From a design perspective, we focus on flexibility and individual expression, developing modular systems that allow products to become part of a personal narrative rather than fixed elements. Technology plays a quieter role. It is designed to be intuitive and unobtrusive, ensuring precision, consistency, and comfort without interrupting the experience. As a result, our storytelling has also evolved. Instead of focusing solely on specifications, we speak increasingly about how our solutions support daily routines and moments of renewal. Whether through the trusted reliability of American Standard or the refined luxury of GROHE, the emphasis is on placing human experience at the centre of design.

Q What are the small, tangible design details in bathrooms that most strongly influence how people feel in their everyday routines?

For us, the conversation needs to move from “wellness” as a trend to wellbeing as a sustained state. This distinction is central to the GROHE SPA philosophy of Salus Per Aquam, health through water. Water is not simply a utility; it actively shapes how we feel, physically and emotionally. One of the most influential elements is the texture of the water itself. The precise engineering behind a spray pattern, whether an enveloping rainfall, a fine mist, or a targeted massage, determines whether a shower is purely functional or genuinely restorative. Tactile details also play an important role: the weight and movement of a handle, the smooth resistance of a control dial, or the stability conveyed through thoughtful textures.