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Words by: ICFF June 11, 2025

A bonafide industry expert, Jean-Jacques L’Henaff has been at the head of bathroom fixture producer American Standard parent company Lixil for over a decade. Longer than that, the revered executive and strategist has headed up design teams with the aim of infusing culture back into brands; creating more fluid connections between people and products. His work spans everything from carefully staged environments and the interiors of private jets and yachts to consumer electronics and furnishings.

With American Standard’s sponsorship of the WANTED Launch Pad section again at this year’s ICFF, L’Henaff offered his perspective on the presentation and what he thinks emerging talents are addressing as the industry continues to evolve.

A bustling Launch Pad Section at ICFF

A bustling Launch Pad Section at ICFF, photo credit: Jenna Bascom Photography

What were specific highlights from the 2025 edition of WANTED Launch Pad?

Jean-Jacques L’Henaff: We literally helped launch a new talent with Giulio Capellini endorsing Riccardo Toldo’s light as he was presenting his project on stage. Launch Pad is a fantastic platform with a track record of connecting talents to major brands in the industry, but this was a first.

Riccardo Toldo with his Best of Launch Pad Award at ICFF 2025

Riccardo Toldo with his Best of Launch Pad Award at ICFF 2025, photo credit: Jenna Bascom Photography

Given some of the internal and external challenges currently impacting the design industry, what for you was the general mood at this year’s fair?

JJL: Despite the current environment, ICFF and WANTED remain a celebration of creativity and talent. We found an engaged and motivated audience throughout the show—maybe we all needed the amazing positive energy all these young and promising designers from Launch Pad were bringing to the show!

ICFF attendees admiring products in the Launch Pad section of WANTED at ICFF 2025

ICFF attendees admiring products in the Launch Pad section of WANTED at ICFF 2025, photo credit: Jenna Bascom Photography

What trends, strategies, preoccupations do you see cropping up as common themes among students and emerging talents?

JJL: The concern for sustainability has matured a lot and is getting more and more seamlessly integrated into the narrative. I saw fewer projects based on reclaiming/reusing objects and more based on the use of really innovative—and sometimes old, like hempcrete—sustainable materials.

ICFF attendees admiring products in the Launch Pad section of WANTED at ICFF 2025

ICFF attendees admiring products in the Launch Pad section of WANTED at ICFF 2025, photo credit: Jenna Bascom Photography

How did this year’s Launch Pad showcase compare to other ICFF and WANTED sections including Look Book?

JJL: There seems to be a continuing shift towards honest, natural materials, textures, and colors. Wood, concrete, beautiful textiles… Look Book had a much warmer feel this year than previous years, and crafts continue to be celebrated.

  • Estudio PM: 2025 Best of Launch Pad Winners

    Estudio PM: 2025 Best of Launch Pad Winners, photo credit Jenna Bascom Photography

  • imjistudio: 2025 Best of Launch Pad Honorable Mention

    imjistudio: 2025 Best of Launch Pad Honorable Mention, photo credit: Jenna Bascom Photography

Why is it important for American Standard to be a supporter of Launch Pad? What does it bring back to the brand in terms of fostering fresh perspectives and exchanges?

JJL: Launch Pad offers a unique vantage point to follow some of the best emerging talents in our industry. By supporting the showcase, American Standard can identify these fresh talents, understand better what drives young designers, and of course bring back the latest trends and some fresh ideas to inspire our own design teams.

Jean-Jacques L'Henaff presenting the Best of Launch Pad Awards at ICFF 2025

Jean-Jacques L'Henaff presenting the Best of Launch Pad Awards at ICFF 2025, photo credit: Jenna Bascom Photography

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