NKBA shared exclusive research on the high-end market at its Luxury Defined summit.

By Dianne M. Pogoda

Luxury isn’t purely about money. Customers in this realm want an authentic, original design that marries beauty and function. They want elegance in simplicity, precise execution, and a personalized scheme — from aesthetics to function — that meets their exact needs. And above all, they crave the overall experience that brings them their dream kitchen.

These were among the findings revealed at the NKBA Summit: Luxury Defined, sponsored by Cambria. Head of Research Tricia Zach shared the exclusive, qualitative research, discussing what elevates a kitchen to the luxury space, distinguishing it from pretty and expensive. The Luxury Kitchen Showcase study was culled from the perspective of top designers and their clients. It examined 14 kitchens and conducted interviews with nine designers and 12 homeowners in eight states across the country, representing a wide spectrum of kitchen design styles and sizes.

“After listening to the thoughts and opinions of the designers and homeowners, we found that it really comes down to four things,” said Zach. “Luxury is an experience, it’s personal, it’s simplicity, and it’s beautiful.”

“Luxury is an experience, it’s personal, it’s simplicity, and it’s beautiful.”

    • Starting with the experience of a luxury kitchen, Zach said how it makes the homeowners feel, and how it contributes to their lifestyle are paramount in creating “an overall vision that results in an extraordinary convergence of art, design and performance. As designer Nar Bustamante said, ‘Luxury isn’t a look. It’s not a product, buyer, budget, appliance. Luxury is a feel, it’s an experience…. It’s buying into a process that will deliver an outcome, with a client who is discerning, who knows it when they see it.'”

 

    • In describing the personal nature of luxury, she added that the luxury kitchen is derived from authentic and original design. “It’s a clear reflection of the client’s personality and lifestyle. The space might be inspired by specific functional needs like storage, entertaining or professional cooking, but the design is distinctly luxe. The aesthetics are inspired by a beloved city, a favorite color, a work of art — details that speak directly to the client.”

 

    • Luxury is also about simplicity — but there’s nothing simple about a simple design. “A simple, yet sharply defined design is often the hardest to accomplish,” she noted, “yet, it can be the most satisfying. There’s no room for the extraneous. Everything has its discreet place in a luxury kitchen, and the design works seamlessly with the homeowner’s everyday lifestyle. One homeowner described her luxury kitchen as ‘efficient, simplified, solid — it can be showy, but it doesn’t have to be.’”

 

  • Finally, luxury is beautiful. A beautiful kitchen emerges from a layered design, a harmonious blend of color, materials and surfaces. Natural and organic elements combine to showcase artisan details, creating a unique and compelling space that is timeless.

Luxury clients share several common qualities, the research revealed. To them, the building or remodeling of their luxury kitchen was an “earned indulgence.” They waited a long time — typically from five to 25 years — to undertake this project. They worked hard, and they knew what they wanted.

They also knew it would be expensive and were not willing to cut corners because they knew that ultimately, the finished product would be worth it.

Zach pointed out, “When designing a kitchen that you want to be in love with forever, one homeowner told us — and many others agreed — ‘If you can make it work, you don’t really regret any of the money you spent. But you do, oftentimes, regret the money you didn’t spend. The design element that you scaled back on or the feature you cut out.’ What was most surprising to me was that these luxury clients were not remotely concerned about resale value. They wanted their kitchen to accommodate their exact lifestyle — to serve their family’s needs today!”

Other traits common to luxury clients: they are discerning; they lead full, active lives and love to travel. They recognize beauty in everything — from nature to architecture. They’re also collaborative and excellent listeners, but they want and expect to be heard.  They’ve thought about their dream kitchen for a very long time and come prepared with examples of the design elements they want to consider. They’re definitely outcome-driven. Most have a specific vision, or if they don’t, they expect their kitchen designer to deliver a finished product that will delight them — and they are willing to invest to get that result. And finally, they value and trust expertise, and understand that they absolutely need a kitchen designer to navigate this lengthy and complex undertaking. They know it’s going to be a process — not always smooth — but the result is a realization of a dream.

Participating designers included Anne-Marie Brunet, CMKBD; Nar Bustamante; Brendan Flanigan; Cindy McClure, CKD; Jan Neiges, CMKBD; Alyson O’Hanlon, CKD; Sarah Robertson, AKBD; Peter Salerno, CMKBD, and Vicky Serany.

On-demand access to the study and videos from the summit are available to NKBA members at no additional charge. Non-members may purchase the conference video package for $99, and the Luxury Kitchen Showcase study for $1,995. Visit NKBA Research for details.