AXOR and antonio citterio escape the ordinary bathroom with sensory journey to cape town

AXOR and Antonio Citterio on how to escape the ordinary

What if, instead of stepping into a bathroom, a sensorial, curated space of luxurious and personalized water experience awaited behind the door? This is the question AXOR poses with its 2025 campaign, Escape the Ordinary. Not content with faucets and fixtures alone, the company sets out to redefine what it means to wash, to soak, to shower. Partnering with Antonio Citterio, the Italian designer known as the Gentleman of Design, AXOR presents three bathroom concepts that are not merely places of function, but destinations in themselves — sanctuaries of style, context, and personal expression. ‘Each concept is deeply inspired by the idea of a journey — both physical and sensory. We envisioned journeys through Japan, South Africa and Italy, with each place offering a unique perspective on design, culture and the relationship with water,‘ says Citterio.

situated near Cape Town, South Africa, Citterio’s second bathroom concept emphasizes the region’s simple elegance and raw, natural beauty | all images courtesy of AXOR

The Call of New Concepts: Western Cape Leads the Way

Since its inception in 1993, AXOR has existed in a category of its own — a design brand committed not just to the technical excellence of bathroom fixtures but to crafting experiences that honor both water and the people who engage with it. Known for its high-end, customizable collections, the German brand collaborates with some of the most forward-thinking designers in the world, including Jean-Marie Massaud, Barber Osgerby, and Philippe Starck. In its 2025 collaboration with Antonio Citterio, AXOR unveils a trilogy of immersive bathroom concepts under the banner Escape the Ordinary. Three spaces inspired by the spirit of travel — rooted in Japan, Italy, and South Africa — each serves as a canvas for the company’s latest innovations, particularly the AXOR ShowerSphere and the AXOR Citterio C collection, with the Western Cape Apartment Residence standing out as a perfect distillation of these ideas.

Of the three bathroom concepts Antonio Citterio envisioned for AXOR, the Western Cape Apartment Residence resonates with a particularly tactile, elemental energy. Set against the dramatic natural backdrop of Cape Town, South Africa, this bathroom concept channels the raw beauty of the region’s rocky landscapes and earthy tones. Materials are not chosen solely for their visual appeal but for their ability to carry stories — red local clay walls crafted with water-repellent plaster echo the arid, sunbaked land. The flooring, made of reclaimed Palladian Terrazzo, connects the space to a heritage of resourcefulness and craftsmanship, while the deep red mosaic tiling in the shower offers a rich, textured counterpoint. Citterio’s concept is about creating a sense of belonging, even in solitude — a space that feels rooted in place yet utterly personal.

each material was chosen not only for its aesthetics but for its ability to tell a story, referencing the rocky surroundings of Cape Town

the Sculptural, Sustainable, and Sensual AXOR ShowerSphere

At the heart of the Western Cape Apartment Residence lies AXOR’s latest innovation: the AXOR ShowerSphere. It isn’t just a showerhead; it’s a sculptural object, a bold elliptical form with slanted edges that seems to hover effortlessly overhead. This monolithic shape, paired with a minimalist soft-square escutcheon and a refined shower arm, turns a functional object into a focal point. But beyond its form, the AXOR ShowerSphere is a masterclass in water efficiency and comfort. Operating at a mere 8 liters per minute — thanks to AXOR’s EcoSmart technology — it demonstrates that sustainability and luxury can co-exist. With Flexpower elastic nozzles that adapt to varying water flows and pressures, the AXOR ShowerSphere ensures a consistently indulgent shower experience. Two spray modes — a soft, immersive PowderRain and a classic Rain setting — transform daily routines into rituals of well-being.

This is more than clever engineering. It’s about how water is delivered, how it feels on skin, how it resonates with mood. In a drought-sensitive region like South Africa, such technology matters. Here, Citterio turns necessity into an artform, proving that design isn’t about excess — it’s about precision and sensitivity.

at the heart of the Western Cape Apartment Residence lies the AXOR ShowerSphere

To complement the sculptural, sustainable, and sensual AXOR ShowerSphere, Citterio selected a suite of AXOR fixtures, each contributing its own layer of tactility and function. The AXOR Citterio C porter unit, an elegantly discreet wall-mounted hand shower holder, pairs with the thermostatic modules from the AXOR One collection — minimalistic in form, intuitive in use. The AXOR Drain disappears seamlessly into the terrazzo floor, a practical detail turned beautiful through thoughtful integration. All elements are finished in Brushed Black Chrome, part of AXOR’s FinishPlus PVD range, creating a sumptuous contrast against the terracotta-red walls and adding a sense of contemporary sophistication to the earthy color palette.

At the washbasin, a rectangular AXOR Suite bowl sits atop a clay-plaster cabinet, evoking simplicity and handmade authenticity. It’s paired with either a single-lever AXOR Citterio E mixer or — in a secondary variation — a 3-hole AXOR Citterio E mixer, each distinguished by its signature cross handles and timeless proportions. These carefully chosen elements mirror the concept’s balance of rustic texture and modern refinement.

Integral to this vision is the AXOR Citterio C collection. Described by Citterio as simple, flexible, and sophisticated, it provides the structural backbone for the shower experiences in each concept. Its clean lines and modularity allow it to slip seamlessly into a variety of stylistic environments — from the minimalism of a Japanese ryokan to the tactile warmth of a South African residence. Its fixtures and thermostats, whether paired with the AXOR ShowerSphere or standing alone, elevate the act of showering from routine to experience. It’s a collection designed not just for the eye, but for the hand, the skin, and the imagination.

More than just a showcase of new products, AXOR’s Escape the Ordinary campaign reimagines how we engage with everyday rituals. As globalization standardizes our environments, AXOR responds with spaces that champion individuality, local culture, and sensory depth. The Western Cape Apartment Residence is a testament to this vision — a bathroom that offers not just water, but atmosphere, narrative, and a profound sense of place. By inviting Antonio Citterio to conceptualize spaces inspired by Japan, South Africa, and Italy, AXOR reclaims the bathroom as a site of emotional resonance. The AXOR ShowerSphere becomes the unifying thread, its universal form adapting effortlessly across cultures while tailoring itself to personal preference. This is water shaped not just by function, but by story.

a rectangular AXOR Suite wash bowl on a clay-plaster cabinet is paired with a single lever AXOR Citterio E mixer

a secondary variant of the concept opts for a 3-hole AXOR Citterio E mixer at the washbasin

all bathroom fixtures are finished in Brushed Black Chrome, an exclusive AXOR FinishPlus surface

water-efficiency is crucial for any bathroom in drought-affected South Africa, which is why Citterio relies on the EcoSmart AXOR ShowerSphere Overhead shower 370/220 2jet

project info:

brand: AXOR | @axordesign

campaign: Escape the Ordinary

collection name: AXOR Citterio C; AXOR ShowerSphere

concept name: Western Cape Apartment Residence

designer: Antonio Citterio