Great beauty inspires poetry even in dull ordinary men. In India there is a special culture of shers or couplets. We hijacked the railway platform announcements across Mumbai during rush hour. The usual, boring announcer spontaneously turned into a gushing poet. Every entertaining, beautiful verse ended with him claiming his muse was a lux woman and he was moved to such creative expression by her.

Women in India, Indonesia and Thailand were thrilled with this experience of luxury. Some of them could hardly believe they were bathing in their own bathrooms. Now their Lux bath was something they looked forward to even more. The projection mechanism turned the problem of dark light less and small bathrooms into a design advantage. The projection had the most stunning effect in such bathrooms. It was ingeniously designed to transform these very bathrooms.