Kohler developed a unique technology to 3D-print with clay and tapped Daniel Arsham to use this technology to design a functional work of art, thus they created the Rock.01 3D-printed Sink. The sink, released in 2021 as an edition of 99, sold out in thirty minutes. The sink, like most of Arsham’s work, was an homage to time. Rock.01 blended modern-day technology with Kohler’s 148-year manufacturing legacy. To showcase this technology, creativity, and their partnership, Kohler and Arsham brought the sink and the Divided Layers immersive installation to the global stage of Milan Design Week. The objectives were to present Kohler through a design and innovation lens to a global design and specification community, and to drive awareness and consideration of the Kohler brand to a wide audience of design aficionados.

Divided Layers consisted of seven, two story panels that were combined to form a walkable tunnel. Arsham was inspired to create the installation while developing Rock.01, to give guests the experience of being within the sink. Each consecutive layer referenced a single layer of the 3D-printed clay that forms the sink. The installation included two reflecting pools that acted as a mirrored surface to double and reflect the opening of the cavernous volume. Arsham intended for visitors to contemplate the acceptance of space and its malleability, understanding the relationship between volumes. The cadence of the walls mimicked the rhythm of the columns within the Palazzo, contributing to an entire atmosphere that represented movement.

Kohler has a legacy of championing art. In working with Daniel Arsham to develop Rock.01 and subsequently Divided Layers, Kohler sought to showcase its appreciation and support of the arts to a new generation and on a global scale. As a contemporary artist, Daniel Arsham drew an audience of art lovers. Divided Layers built on the success and buzz of Rock.01 while switching perspectives, as Arsham became inspired to give guests the ability to move through the sink, rather than just looking at the sink itself. Aligning with Milan Design Week provided an established captive audience of design-lovers. To generate excitement around the installation, Kohler planned a strong presence in traditional and social media through marketing and PR tactics.

Kohler chose to unveil Divided Layers in the historic Palazzo del Senato, a juxtaposition of future-forward 3D printing and design and the preservation of the past. The visual appeal of the venue’s architecture, combined with its open-air courtyard and central location in downtown Milan provided an ideal canvas to showcase the Divided Layers experience. The installation was strategically placed in the center of the Palazzo creating an immediate and appealing allure as guests entered the space. Beyond Divided Layers was the Rock.01 sink. The installation measured 36’ x 80’ and 32’ tall. Divided Layers featured a programmatic lighting sequence which allowed for dramatic evening effect, highlighting the movement through the structure. Divided Layers was open for a VIP media event on 6 June and was open to the public from 7- 12 June, with customer events occurring throughout the week

The installation and Kohler’s presence at Milan Design Week was accompanied by an 8-week-long campaign consisting of paid media, PR, social media, and email marketing. The campaign resulted in 217,412 Unique visitors to Kohler’s global website, studioKOHLER.com - which is 10x Kohler’s previous traffic. Kohler saw 46,000 Unique Visitors to its branded Milan Event Page - 80% of whom were driven through social media. The PR efforts around the installation earned 6.5B+ PR Impressions with placements in top global publications, and 31M Social Impressions. Over 18,000 people visited Divided Layers, which was awarded the coveted honor of ‘Most Memorable Installation of the Year’ by Fuorisalone, the organizing body of the city-wide event. The winner is awarded through public voting.