Welcome to the April 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:
Will Zhang, Director of Design and Product Innovation, Emtek
Erin Sullivan, Director Product Development, James Martin Vanities
Martha Wakelin, Creative Director, LX Hausys America
As a product designer, my greatest responsibility is…
Zhang: Setting the tone for what’s next. Good design isn’t just about function; it’s about culture, attitude, and the way people want to live. My job is to push boundaries, refine details, and create products that feel effortless but are meticulously considered. Whether it’s materials, finishes, or the way something interacts with light, every decision should contribute to an elevated experience.
Sullivan: Creating influential designs that withstand the test of time. I aim to create designs that are not just trendy but timeless pieces that push the limits of the industry. We continue to evolve as a brand while remaining true to our values and the needs of our customers.
Wakelin: As a designer, striking a balance between adhering to current design trends and forecasting future ones is one of my greatest responsibilities. It’s essential to weave these trends into products that not only resonate with the consumer’s desires but also drive sales. The aesthetic appeal of a product holds value only when it meets the ultimate test of market success.
Select Lever Collection in red marble, Emtek. Photo: Emtek
One of my creative touchstones is…
Zhang: Customization and individuality. Design should never feel generic or mass-produced. I’m drawn to pieces that allow for self-expression, whether it’s a unique hardware finish, an unexpected silhouette, or a detail that makes something feel personal. The best designs have a signature, something that sets them apart and makes people take a second look.
Sullivan: Visiting the websites of luxury home builders in various regions to gain a better understanding of the design influence in key markets. I look at spaces in the home beyond the bathroom to see what materials, colors, fixtures and lighting the builders are using and envision how we can translate that to the unique vanities that we create. Our Marcello Collection is an example of this creative touchstone and seeing the play on geometry and texture in furnishings and architecture.
Wakelin: In my creative process, a fundamental principle is to ensure that every material I design stands the test of durability and functionality, without compromising on aesthetics. It’s about creating materials that not only look good but also add a unique value to any installation.
An industry trend that I’m watching is…
Zhang: The fusion of high-end design with smart tech. The days of clunky, utilitarian smart hardware are over. The future is about blending cutting-edge innovation with materials and aesthetics that feel tactile, luxurious, and intentional. I’m watching how fashion, interior design, and architecture are shaping the next generation of home products. The lines between disciplines are blurring and that’s where the most exciting ideas come from.
Sullivan: Elevated convenience through technology and functional features to fit certain lifestyles. Most of our vanities come equipped with integrated power outlets for added convenience, and the award-winning James Martin Vanities x Cosentino x FreePower collaboration showcases how technology can add a touch of functional luxury to the bathroom space. Beyond vanities, the elevated convenience trend extends to soft ambient lighting, towel-warming drawers and cosmetics refrigeration.
Wakelin: A pivotal industry trend I’m closely observing is the growing emphasis on sustainable and eco-friendly building materials. My design philosophy centers around crafting products that are not just enduring but also echo the principles of sustainability, making longevity a cornerstone of eco-conscious design.
James Martin Vanities x Cosentino x FreePower collaboration. Photo: James Martin Vanities
The best part of my job is…
Zhang: Bringing an idea to life and knowing it’s going to make an impact. The moment when a concept leaves the sketch phase and starts becoming something tangible is always a thrill. I love the process of refining, obsessing over proportions, and making sure every detail feels right. Seeing a finished product out in the world and knowing it’s changing the way people interact with their space is what drives me.
Sullivan: Working with people from all around the world who are extremely dedicated to their job. In my role, I’m lucky enough to interact with so many different people, from my internal colleagues to customers, manufacturers, and even the end consumer at times. I enjoy meeting the artisans that make the James Martin Vanities pieces and the opportunity to share the feedback with them on how their pieces bring our consumers’ design vision to life.
Suprema Nero, LX Hausys. Photo: LX Hausys
If I had a week off from the studio, I would…
Zhang: I’d be surfing, catching sunrise sessions before the city wakes up, and getting inspired by movement, rhythm and raw energy. LA is a city of contrasts, nature and urban edge, laid-back and high fashion, grit and luxury. That tension fuels my creativity. I’d be hitting galleries, checking out the latest collections and tapping into what’s happening on the streets because that’s where the best design inspiration comes from.
Sullivan: Explore my local city and be influenced by my surroundings outside of the home. I live in High Point, North Carolina where there are so many antique stores, showhouses, and artisan events. I enjoy exploring all of the different creative pieces each one entails. Dimensional influence is important in my work, and I never know where the next big product idea may stem from.
Wakelin: Given a week away from the studio, I would immerse myself in quality time with my family. My children are the beacon that guides my journey, illuminating the path with their presence. Whether we’re engaged in new adventures or simply basking in each other’s company, I cherish every moment, mindful of the preciousness of time spent with loved ones.
