Welcome to the June edition of Behind the Brand, where KBB seeks to illuminate – somewhat! – the creative process from the perspective of top product designers in the kitchen and bath fields. Being able to look at everyday objects in a radically different way is the [un]common denominator of these talented individuals.
This month, we hear from:
Cynthia Malhotra, co-founder, Art & Forge
Emma Hayes, Creative Director & founder, Emma Hayes Textiles
Jared Becker, Chief Creative Officer, Lunada Bay Tile
As a product designer, my greatest responsibility is…
Malhotra: As a product designer, my ultimate responsibility is to craft designs that delight with every glance, touch, and interaction. We don’t want to overwhelm our customers with endless choices. We have to deeply understand their lives and curate a selection that feels intentional, effortless, and essential. Every piece should stand the test of time, both in quality and sustainability, and be created with respect for our planet and the next generations.
Hayes: To create designs that not only resonate aesthetically but also connect with people on a deeper level. This also means ensuring our wallcoverings meet the demands of various environments, including kitchens and bathrooms. It’s about understanding people’s needs, preferences, and the environments they inhabit, and then translating that understanding into wallpaper collections that bring joy, inspiration, and a sense of personal expression to their spaces. Bathrooms and kitchens can often be utilitarian spaces so we like to bring joy to overlooked spaces, backed by performance. A moment of calm amongst a busy life.
Becker: Creating products that will stand the test of time. I hate to think of a homeowner walking into their kitchen after five years and thinking, “This looks dated.”
Maury D Pull, Art & Forge. Photo: Art & Forge
One of my creative touchstones is…
Malhotra: One of my creative touchstones is the ever-evolving journey of learning, experimenting, and pushing the boundaries of brass and bronze as central materials in our products. These timeless metals hold centuries of history, yet they continue to surprise, offering endless possibilities in patination, forging, and unique finishes. Exploring their depth, texture, and tactile beauty feels like an eternal love affair between past and present.
Hayes: The natural world, particularly the diverse landscapes that surround me, whether it’s the Mediterranean colors of Malta, the dramatic forests of the Southern Hemisphere, or the unique light and textures of Spain. I’m constantly drawing inspiration from these environments and exploring how they can inform my designs in unexpected ways.
Becker: Italy, always Italy! Ancient Rome, medieval Venice, Renaissance Florence and modern Milan – Italian culture has shaped design like no other country. It’s a font of endless inspiration!
An industry trend that I’m watching is…
Malhotra: One of the most striking shifts is the accelerating pace of trends. What once had a lifespan of three to four years now cycles in and out within a mere 12 months. As product designers, this reinforces our commitment to creating pieces that may resonate with a trend but are never confined by it, designs that are timeless, adaptable, and effortlessly move across trends, cultures, and time.
Hayes: The increasing desire for personalization and self-expression in interior design. People are moving away from generic, mass-produced aesthetics and seeking out unique, handcrafted pieces that reflect their individual personalities and stories. I’m excited to see how this trend will continue to evolve and how we can create wallpaper collections that empower people to create truly personal and meaningful spaces.
Becker: The return of rustic tile, terracotta and stone materials. The Zellige trend is just one example of people moving towards authentic handmade products that bring warmth and character to a space.
Palm Verde, Emma Hayes Textiles. Photo: Emma Hayes Textiles
The best part of my job is…
Malhotra: The most rewarding part of my work is collaborating with the visionary interior designers and creatives in our community. There’s an undeniable energy – a shared passion for beauty, craftsmanship and meaning, that makes every conversation inspiring. I love delving into their worlds, understanding their needs and desires, and discovering how we can contribute to their projects in a way that feels both purposeful and deeply personal.
Hayes: The collaborative process of bringing a design to life, from the initial spark of inspiration to the final product. This includes working with our manufacturing partners across the globe to ensure that our wallcoverings meet the specific requirements of different applications such as having commercial grade options available for kitchens and bathrooms.
Becker: Finishing a design project and still loving the product – then I know it will be a success!
Vesuvio Panama Weave, Lunada Bay Tile. Photo: Lunada Bay Tile
If I had a week off from the studio, I would…
Malhotra: I’d be traveling without hesitation. Sharing the world with my sons has been one of the most fulfilling experiences of parenthood. My husband and I have always been passionate about exploring new places, and becoming parents hasn’t changed that. Our goal is to instill in our boys a deep appreciation for global architecture, food, and culture, shaping their worldview one journey at a time.
Hayes: Immerse myself in a new culture and environment, exploring local markets, seeking out local craftspeople, and natural landscapes. I believe that travel is essential for sparking creativity and gaining fresh perspectives, and I’m always eager to discover new sources of inspiration for my designs.
Becker: Go to Italy!
