Bathroom Purpose Evolving, Wickes Study Shows

• “Functionality no longer customers’ primary focus - they now want the wellness aesthetic on tap, from rolltop baths to rainforest showers” says Head of Bathrooms at Wickes

The morning bathroom queue is a tale as old as time, but a new report reveals the reason behind the even longer wait; the purpose of a bathroom is no longer just a place of privacy and function, it’s evolving into a spa-inspired haven. 

The Great Bathroom Report by home improvement retailer, Wickes, reveals that while the family bathroom is busier than ever, homeowners are now reclaiming it as a personal sanctuary. 

The report, which was created using insight from over 2000 homeowners and 700 Wickes Design Consultants, delves into a deep analysis of the design trends shaping the nation’s bathrooms. It reveals that, when choosing a bathroom with a nice environment where people can unwind and relax or a bathroom where they can quickly wash and get ready with minimal hassle, two-thirds cited the importance of the bathroom being a place of self-care, rising to 70% for 18 to 24-year olds.

Once considered just a functional space, the bathroom aesthetic is quickly becoming just as important as the kitchen or living room. Homeowners are inspired by the luxurious bathrooms they see on Instagram and TikTok, with 28% saying they would be likely to get their inspiration from social media. They're transforming their spaces into rejuvenating retreats; from acoustics to sight, touch, and even scent, it’s becoming the ultimate place of escape.

Recently dubbed “healing hubs” by The Royal Institute of British Architects, the trend stemmed from the impact of COVID-19 when people went to great lengths to maintain their mental well-being at home. And the hunt for tranquillity shows no sign of slowing down, with searches for ‘zen bathroom’ and ‘cosy lighting’ tripled on Pinterest, while ‘serene colour palettes’ more than doubled. Clearly, the bathroom is becoming the ultimate destination for relaxation and self-care.

This shift towards sanctuary is reflected in our bathroom product choices. Wickes has seen a dramatic 70% decrease in chrome bathroom brassware sales, replaced by a growing preference for warmer, luxurious finishes like bronze and brass. Lighting is also a bigger focus, with a quarter (25%) of homeowners ranking good lighting among the most crucial elements of their bathroom design.

Professor Deborah Sugg Ryan, British design historian, Professor of Design History and TV presenter, said: “Bathrooms were once purely functional spaces, but the influence of lifestyle media and social media influencers has transformed them into coveted sanctuaries. We're no longer just washing – we're recreating the luxurious experiences found in spas and high-end hotels."

"With design inspiration just a tap away on platforms like TikTok and Instagram, we're witnessing a fundamental shift in how we perceive and design our bathrooms."

Tim Richards, Head of Bathrooms at Wickes, added: "The traditional bathroom is undergoing a radical transformation. Where once the basin, bath and toilet took centre stage, now the right bathroom tiling, lighting and storage, along with a luxury shower, are essential.

“Wickes' new bathroom range, available now, embraces a warm take on monochrome, gold marble and dark natural wood, for example, with our exciting new Cairo range. This look highlights that functionality is no longer customers’ primary focus. Today, people want the wellness aesthetic on tap - think sunken baths, floating sanitary units, little niches for self-care cosmetics, warming wall lamps, and what’s more - digital rainforest showers with settings that can adapt to individual users.”

Whatever you’re looking for in a bathroom, Wickes has got you covered. The Wickes Design Consultants can help to create a bathroom that works for all family members. 

Explore Wickes’ new range of bathrooms on the Wickes website - including Cairo, Miami, Brick Lane, and Serpentine.

Read the full Great Bathroom Report here.

Source : Wickes 

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