Andrew Persoff Oroz

I am a storyteller that creates experiences for improving lives and transforming businesses.

I help companies reach their potential through superior product and brand strategies.

My background bridges UX design, branding, and architecture, allowing me to produce thoughtful experiences through a holistic lens.

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Lefroy BrooksArchitectural Products
Industrial Design
cooperandgraham.com



Reimagining luxury bathing rituals

Overview

Custom line of bathroom fittings including taps, showers, and hardware for Cooper & Graham, a subsidiary of the U.K. manufacturer Lefroy Brooks. The collection, grouped into the Ellipsis and Loop series, consists of sculptural pieces that draw on the luxury of mass and whimsicality of freehand gestures.

The Ellipsis series features indoor pieces such as taps, shower heads, and bath spouts. It explores various iterations of intersections between the rigidity of the rectangle and the fluidity of the ellipse. The Loop series, a line of freestanding showers, casts freeform spirals into a weighty permanence through the materiality of chrome and stainless steel finishes.





Design prototypes were produced and iterated upon to balance artistic form with ergonomics.

Both collections explored various methods of incorporating discreet yet functional controls, to best complement the sculptural design of the hardware.






Earlier explorations of hardware controls included a heavily volumetric approach that commanded more presence. The complete set of iterations produced aimed to exhaust the functional and aesthetic possibilities within the series’ visual languages.





Client
Lefroy Brooks

Design Firm
Arquitectonica

Team
Andrew Persoff, Lead Designer
Bewketu Kassa, Renderer
Hira Sabuhi, Designer

Renderings
Arquitectonica
Lefroy Brooks


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