DXV by American Standard – A new kind of luxury

Less than eight months ago, American Standard contacted us to share the news about the launch of its new luxury bath brand. DXV. We soon learned that DXV stands for Decade XV as American Standard is now in it’s 15th decade of operations. In those years American Standard had become a household name, a Big Box name and a brand that, while not necessarily associated with luxury, was respected for its ability to produce some of the best toilets in the marketplace. So how does a brand take a huge step into an entirely new market segment? The answer, in short: Vision, sensibility and a healthy dose of fearlessness.

 The new brand consists of four movements that span 140 years, Classic, Golden Age, Modern and Contemporary that are further broken down into collections and that are inspired by key architectural elements of their time. Faucets and fixtures are beautifully crafted and hand finished and both, design and craftsmanship speak to a design savvy audience. But American Standard didn’t stop there.

DXV wanted to, from the start, be perceived as a brand that challenges the status quo. That does not just create a beautiful product but also shows its respect for design communities across North America and not through a celebrity figure head or spokes person but by aligning itself with real designers. Thus, DXV created the DXV Design Panel with, initially, six designers who were able to create the most magnificent spaces with very little limitation, each from loose concept to final completion in a photo studio in Minneapolis. Designing for designing sake. Pure design.

Enjoy this inspirational tour and please see the full projects, including working drawings and “Get the Look” guide on DXV.com  

Corey Klassen CKD, Kitchen and Bath Designer in Vancouver BC, for DXV:

Corey’s loft project was all about mixing materials and textures for a modern yet eclectic feel that is as warm and inviting as it is hip and cool.

All tile: Walker Zanger

Marilyn Russell, Allied ASID, Interior Designer in Orlando Florida, for DXV:

Also a loft design but very different in its bold use of color and focus on masculine, geometric lines paired with more female circular shapes for a sense of balance.

Tile on vanity wall: Hirsch Glass. Floor Tile: Crossville

Mary Douglas Drysdale, Interior Designer Washington DC, for DXV:

Mary redefined classical elegance by pairing traditional elements like carefully designed mill-work with modern sinks, faucets and accessories for a striking composition.

Floral wall mosaic: Artistic Tile

Susan Serra CKD, Kitchen and Bath Designer, Long Island NY, for DXV:

Susan, with the only kitchen design in the group, created a deceptively simple modern cottage that intrigues at every turn through layers of texture, art, accessories and materials.

Counter tops: Cosentino ; Appliances: Sub-Zero Wolf ; Furniture: Muuto

Cheryl Kees Clendenon, Interior Designer Pensacola Florida, for DXV:

Cheryl’s design is a tribute to the love of detail so often found in Art Nouveau. Her luxurious bathroom, complete with steam shower suite, shows layer upon layer of beautiful detailing.

Glass mosaics: Hirsch Glass; Floor tile: Bedrosians; Hardware: Duverre; Wallpaper: Romo

Meredith Heron, Interior Designer Toronto, Canada, for DXV:

Meredith envisaged a Modern Gatsby style for her design that celebrates a confident woman and sets a mood that is dramatic and refined, yet relaxing and soothing.

Tile: Walker Zanger; Sconces and Chandelier: Zia Priven ; Accessories: Globalviews & Arteriors