When we look at a beautiful marble tile in a bathroom, we don't often stop to think about how it got there. But now the folks at AXOR, part of the Hansgrohe group, are changing that with a campaign tracking the amazing journey of its signature tiles from the earth to the home.
It begins with the extraction of white marble from the Jenn Cliff Massif quarry in South Tyrol in northern Italy. Only pieces with especially beautiful veining are selected, according to master stonemason Joshua Walter.
Mining consists of splitting large blacks of marble, weighing about 40 tons, and cutting them into raw plates. They are transported to Oberkirch, at the foot of the Black Forest, where specialists cut the plates to production size.
Wire saws are used to achieve the desired thickness before the marble is ground and polished to a high gloss. The cutters must be meticulous because the thin stone can break easily. Impregnation is applied before the marble is ready for the bathroom.
When we see the finished marble plate, at the base of a stylish AXOR faucet, it is a tiny masterpiece: brilliant, perfect and individual.
AXOR's head of brand marketing, Anke Sohn, says the campaign is all about the journey of the material's conversion. "With portraits of craftsmen, we are not only focusing on our design partners and the creatives behind the brand, but also on the craft itself., the materiality and the origin of our products."