The innovative AXOR MyEdition campaign shines in Germany
Johannesburg, 28 September 2020: AXOR has established itself as a brand that is at the forefront of design and innovation. This year, AXOR’s South African team proved their dedication to that philosophy when they won the Global AXOR Award for the AXOR AfricaEdition campaign at the Hansgrohe Group’s annual Global Marketing Meeting.
The Global Marketing Meeting, which is annually hosted at the Hansgrohe Group’s headquarter in Schiltach, Germany, took place for the first time ever as a digital format to give Marketing Managers and Managing Directors across the world a preview of the new products and marketing plans for the year to come. The three day conference is topped off with the Global Awards ceremony, which recognises the company’s biggest marketing achievements for the year.
Several Hansgrohe subsidiaries submit their best marketing efforts for consideration, and the most creative, original and effective marketing initiative for the year takes home the prize. This year, Hansgrohe South Africa’s AXOR Africa Edition campaign took top honours.
The AXOR AfricaEdition competition brought some of South Africa’s top designers on-board to create their own cover plates for the AXOR MyEdition mixers. The MyEdition collection brings a whole new dimension of customisation to bathroom design with over 225 choices of material, finishes and design possibilities to choose from. One of the most unique features of the range is the mounting plate, which accommodates the user’s design of choice. This is where the South African designers got to show off their talent in the AXOR AfricaEdition competition. The theme was Inspired by Africa and the grand prize was a trip to the company headquarters in the Black Forest. Designer Ryan Olivier ultimately took the title. Runner ups were Landart Studios and Andrew Mboyi.
The idea was so well-received by AXOR Brand Management, that it will now be rolled out in other countries all over the world. Mariette Zietsman, Marketing Manager for hansgrohe and AXOR (Sub-Saharan Africa) says, “We had one goal during lockdown. We were not going to let anything hold us back. Our whole team went above and beyond to make this campaign a success and it really paid off. Now, our campaign is being replicated by other Hansgrohe subsidiaries across the world. We’re so excited to see how other countries’ cultures, traditions, landscapes and beauty will be brought to life through the concept”.
Due to the global circumstances surrounding COVID-19, this year’s Global Awards ceremony was hosted virtually. The occasion was live-streamed across the globe and the whole world celebrated South Africa’s impressive win, without any geographical limits in the way. Here’s to more South African design innovators shining on the global stage in years to come.
AXOR. Form follows perfection.
*Please note: This is the AXOR global website and not all featured products are available in South Africa. Please visit your nearest retailer to find out more about the AXOR range that is available locally.
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Issued By: The Lime Envelope
On Behalf Of: AXOR
For Media Information: Bronwyn Levy
Telephone: 011 467 9233/ 0760781723
AXOR develops, constructs and produces taps, showerheads and accessories for luxurious bathrooms and kitchens to perfection. At the highest aesthetic and technological levels, avantgarde, one-of-a-kind pieces and collections are created. Some of them are considered classics of bathroom design to this day. Collectively they embody the claim “Form Follows Perfection”: not ending the developmental process until nothing more can be added or removed. Pace-setting design objects have been developed with this recipe for more than twenty years with world-renowned designers, among them Philippe Starck, Antonio Citterio, Jean-Marie Massaud and Patricia Urquiola. AXOR is a brand of the Hansgrohe Group.