Kitchen & Bath Business July/August 2021 - 30

RE SEARCH ROUNDUP
What the Luxury
Customer Wants
EXPERIENCE, AUTHENTICITY OF ORIGINAL
DESIGN, beauty and seamless function.
Th ese were among the key elements identifi ed
in what constitutes a luxury kitchen, cited in the
National Kitchen & Bath Assocation's (NKBA's)
first qualitative study focusing exclusively on
luxury kitchens. Nine designers, no strangers to
luxury, participated in extensive video interviews,
along with 13 of their clients. Among the points
addressed: What separates a luxury kitchen from
one that's simply high-end? What are the key
needs and expectations of luxury clients? How
do designers attract clientele at this high level?
The study spanned three months, from
December 2020 to February 2021, and also
explored the mindsets and motivations of clients,
while designers shared tips and strategies they
employ to serve them successfully. Th e written
report relied heavily on visual elements, as a
number of luxury kitchens were showcased in
great detail.
30
NKBA's recent study delves into what this
concept means to the designer and client,
with advice on how to best approach it
LUXURY IS MANY THINGS TO MANY PEOPLE
ABOVE Polished quartz
countertops and high-gloss
cabinetry refl ect natural light
from an oversized window,
while fur-covered stools
around a custom-shaped
island and petal-like pendants
add a touch of whimsey in this
sleek kitchen by Jan Neiges,
CMKBD. Photo by Virtuance
What became apparent early on was that the term " luxury " doesn't fi t neatly
into a box. It was alternatively described as " an experience, " " a bigger vision, "
" performance, " " art, " " fl ow " and " craftsmanship. " One of the few concepts for
which both designers and clients were in agreement was that luxury is about
individualism and not about following the latest trends. No cookie-cutter
kitchens here.
Designers attempted to capture the feel of luxury in a few sentences:
 " It isn't a look. It's buying into a process that will deliver an outcome with
a client who is discerning, who knows it when they see it - someone
who gets it, " said Nar Bustamante, president of Nar Design Group in
Sacramento, Calif.
 " Luxury clients don't chase trends. They have clearly defined what's
important to them, their likes and dislikes. We are designing for what they
love, " off ered Vicky Serany, founder of Southern Studio Interior Design
in Cary, N.C.
By ROBERT ISLER,
Market Research
Analyst, NKBA
 " Luxury brings the designer and client pushing for something original
that hasn't been done before that speaks to how life will be lived in this
space because it's not following a rule book, " commented Brendan
Flanigan, owner of Brendan Flanigan Interiors Inc. , Saratoga Springs
and Manhattan, N.Y .
/ JULY-AUG. 2021 / KBBONLINE.COM / Th e offi cial publication of NKBA (NKBA.org) and KBIS (KBIS.com)

http://www.KBBONLINE.COM http://www.NKBA.org http://www.KBIS.com

Kitchen & Bath Business July/August 2021

Table of Contents for the Digital Edition of Kitchen & Bath Business July/August 2021