Douglas Friedman Reimagines an Iconic Kohler Ad
Renowned photographer Douglas Friedman has reimagined one of Kohler’s most iconic advertisements using the new Numi 2.0 toilet
A 1981 Kohler print advert depicting a Swiss Chocolate-coloured toilet as an aerodynamic sports car barrelling down an open highway in the American West has lived on in company lore for the response it received in the form of phone calls and handwritten letters to the company headquarters. At a time when commenting on a print advert required considerable effort, the level of emotion the campaign stirred — both positive and negative — took everyone at Kohler by surprise.
To celebrate the company’s 150th anniversary this year, Kohler commissioned renowned architecture and celebrity photographer Douglas Friedman to recreate the storied advert using the company’s flagship smart toilet, the Numi 2.0. Known for his work for the likes of Vogue, Wallpaper, Rolex, CBS, Kraft and Dom Perignon, Friedman effortlessly unites the worlds of fashion and art through his photography.
Once Friedman shared his creative vision to place the sleek, angular toilet within the raw scenery of his hometown of Marfa, Texas, what started as a simple desire to update an iconic advert soon blossomed into a full-fledged campaign with a print advert, a behind-the-scenes film and a 30-second national TV commercial.
In the same way the original advert elevated the toilet above the status of bathroom fixture, this new collaboration blurs the lines between everyday object and fine art. With its dramatic silhouette, honed black colour and advanced technology, the Numi 2.0 challenges convention and redefines luxury.
The leader in Kohler’s smart toilet portfolio, the Numi 2.0 features motion-sensing technology that opens and closes the lid automatically, advanced bidet functionality that delivers utmost comfort and cleanliness, adjustable ambient light and a built-in speaker system.
Filling out Kohler’s range of smart toilets, the Eir, Veil, Karing and Innate models all combine approachable, sculptural design with personalised functionality to bring moments of convenience and delight to the everyday routine.
