Kohler Collaborates with Photographer Douglas Friedman to Launch Numi 2.0 Smart Toilet as a Work of Art

ByBrian Bateman
Kohler Numi 2.0
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Kohler, a leading global kitchen and bath design company, has partnered with renowned photographer Douglas Friedman to launch its latest innovation – the KOHLER Numi 2.0 Honed Black Smart Toilet – and re-imagine its iconic 1980s print ad. The creative project began as a photo shoot for print marketing, but it evolved into Friedman’s first-time directing and filming a television ad. The partnership with Friedman demonstrates Kohler’s commitment to bold moves, artistic approach, and forward-thinking innovations, which are aligned with the company’s 150th-anniversary celebrations.

Friedman beautifully captures the Numi 2.0 in Marfa, Texas, a mecca for minimalism started by artist Donald Judd, framing the smart toilet as a work of art against an endless road. By respecting the original concept and artistically reimagining the iconic print campaign, Friedman highlights the ingenuity, innovation, movement, and lighting of the KOHLER Numi 2.0 Honed Black Smart Toilet for a new generation.

Friedman’s passion for photographic compositions of his global travels, love for unexpected interiors, and portraits of renowned personalities in the world of fashion, music, celebrity, and politics bring an essence of individualism and innate beauty to the project as only a true artist can articulate. According to Friedman, the Numi is intriguing as it looks like a piece of art. It’s unusual and striking, and one does not know what it is initially.

The digital assets and television ads will further showcase the Numi 2.0’s stunning design and smart toilet technology, including ambient-colored lighting, automatic open/close seat and lid, a built-in speaker system, and personalized settings that let people control preferences for bidet functions and comfort.

Samie Barr, Kohler’s Chief Brand Officer, said, “We have long viewed our products as pieces of art, and our approach to marketing reflects that sensibility. Douglas shares our passion for design, quality, and attention to detail. We admire and appreciate his collaboration and artistic achievement on this work that showcases our bold legacy and spirited path for the future.”

In 1981, Kohler’s “Toilet in the Road” advertisement propelled the company to new horizons, developed under long-time company leader Herbert V. Kohler, Jr. (1939-2022). The breakthrough ad embodies how Kohler portrays its products as works of art, as well as its creative communications centered on THE BOLD LOOK OF KOHLER. Kohler’s provocative marketing campaigns challenged conventional norms by targeting consumers directly in addition to engaging trade professionals and distributors.

Kohler Co. was founded in 1873 and is headquartered in Kohler, Wisconsin. With over 40,000 associates and more than 50 manufacturing locations worldwide, Kohler is a global leader in the design, innovation, and manufacture of kitchen and bath products, luxury cabinetry, tile and lighting, engines, generators, and clean energy solutions. The company also owns and operates two, five-star hospitality and golf resort destinations in Kohler, Wisconsin, and St. Andrews, Scotland. Kohler develops solutions to address pressing issues such as clean water and sanitation for underserved communities worldwide, enhancing the quality of life for current and future generations. For more details, visit kohlercompany.com.

In conclusion, Kohler’s partnership with Douglas Friedman is a bold and artistic approach to launching its latest innovation, the KOHLER Numi 2.0 Honed Black Smart Toilet. By reimagining the iconic 1980s print ad and highlighting the ingenuity and innovation of the smart toilet, Kohler demonstrates its commitment to art, design, quality, and attention to detail. The collaboration also honors Kohler’s legacy of provocative marketing campaigns that challenged conventional norms by directly targeting consumers in addition to trade professionals and distributors. Kohler’s latest collaboration with Friedman reaffirms its commitment to creativity, innovation, and artistic expression in marketing its products.

The Numi 2.0 Honed Black Smart Toilet is a testament to Kohler’s innovative spirit and commitment to smart home technology. With its ambient-colored lighting, automatic open/close seat and lid, built-in speaker system, and personalized settings for bidet functions and comfort, the Numi 2.0 Honed Black Smart Toilet represents the pinnacle of luxury and convenience.

Kohler’s partnership with Friedman brings together two creative forces in their respective fields to showcase the Numi 2.0 Honed Black Smart Toilet’s beauty and functionality. The partnership underscores Kohler’s commitment to artistic expression, innovation, and forward-thinking design, setting a new standard for the kitchen and bath industry.

In conclusion, Kohler’s partnership with Douglas Friedman for the launch of its Numi 2.0 Honed Black Smart Toilet is a unique collaboration that underscores Kohler’s commitment to creativity, innovation, and artistic expression. By reimagining an iconic 1980s print ad and highlighting the Numi 2.0 Honed Black Smart Toilet’s beauty and functionality, Kohler demonstrates its commitment to smart home technology and luxury design. The partnership between Kohler and Friedman sets a new standard for the kitchen and bath industry and shows that bold moves and artistic approach can lead to innovation and success.

Sheboygan Life Publisher

Brian Bateman is a lifelong Sheboygan County resident, web developer, and founder of SheboyganLife.com. Inspired by his love for the area and a desire to give back, he created this free, community-driven platform to share local events, stories, and happenings.

A graduate of Plymouth and Sheboygan South High Schools and the UW Center in Sheboygan, Brian has spent his career building digital solutions across Wisconsin for clients around the world.

From local event coverage to boosting small businesses, Brian’s mission is simple: spotlight what makes Sheboygan special, support the locals behind it, and keep the community connected, informed, and on the grow.

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