Functional Art Meets Innovation: A Conversation with Vast Design Studio Co-Founder James Byford

When Kitchen & Bath Business named Vast Design Studio's concrete bathtub its 2025 Bathroom Product of the Year, it wasn't simply recognition of a striking design. It was an acknowledgment of years of engineering, material innovation, and craftsmanship that challenge nearly every assumption people have about concrete in the bathroom.

Founded by James Byford and his business partner following decades working with advanced materials, Vast Design Studio has built a reputation for creating handcrafted bathtubs, basins, and bath furnishings that blur the line between sculpture and function. During a recent conversation with DJ Bath Plus, Byford shared the story behind the brand, the technology hidden beneath its beautiful surfaces, and why he believes the future of luxury bath design lies in combining centuries-old craftsmanship with cutting-edge material science.

Bathroom Product of the Year: More Than Just a Concrete Tub
DJ Bath Plus: Congratulations on winning Kitchen & Bath Business' Bathroom Product of the Year. What do you think made your concrete tub stand out from everything else?
James Byford: I think what many people don't realize is that we didn't simply create another concrete bathtub. We set out to solve every problem traditionally associated with concrete.
Historically, concrete tubs have been extremely heavy, prone to cracking, discoloration, and surface blemishes. Many required ongoing sealing and maintenance. We spent years engineering those issues out of the product. Our material is roughly one-third the weight of traditional concrete, significantly stronger, permanently sealed, and incorporates features such as an integrated overflow that no other concrete tub manufacturer offers.

The award wasn't really for a concrete bathtub—it was for reimagining what a concrete bathtub could be.

A Brand Born from Materials Innovation
DJ: Every brand has a story. What inspired the creation of Vast Design Studio, and what values continue to drive the company today?
JB: My business partner and I come from a materials background. For nearly twenty years we worked with lightweight concrete, liquid metals, micro-cements, and custom architectural finishes for hospitality and commercial spaces.
After losing our previous company and years of work in a devastating fire, we decided to apply everything we had learned about materials to product design. We traveled extensively, visited dozens of factories, and spent years developing a manufacturing process that could bring together advanced engineering and traditional craftsmanship.

Today, the same values drive us: innovation, quality, sustainability, and an obsession with creating products that are built to last.

Changing Perceptions of Concrete
DJ: When people first hear "concrete bathtub," they probably have a few assumptions. What's the reaction you hear most often?
JB:Most people immediately think of heavy, cold, industrial concrete. They assume it will crack, chip, stain, or require constant maintenance.
What surprises them is that our products don't behave like traditional concrete at all. They are warm to the touch, remarkably durable, lightweight, and available in virtually any color. Once designers and homeowners understand the engineering behind the material, those concerns disappear very quickly.

Engineering Hidden Beneath the Surface
DJ: There's a lot of innovation behind your products. Can you talk about the technology and engineering involved?
JB: Without giving away all of our secrets, we developed a proprietary hybrid concrete formulation using organic, recycled, and reclaimed materials. The material incorporates internal reinforcement throughout the structure, creating exceptional strength while keeping weight to a minimum.
We also use an environmentally conscious penetrating sealer during the curing process. Unlike traditional topical sealers that wear away over time, ours becomes part of the material itself. The result is a permanently waterproof, maintenance-free surface.

One of the things we're most proud of is that the material retains heat exceptionally well. As the bath fills, the tub warms up and stays warm for an extended period, creating a much more luxurious bathing experience.

Helping Designers Create Truly Personal Spaces
DJ: Designers today are looking for products that feel unique and personal. How does Vast help them achieve that?
JB: Customization is one of our greatest strengths. We can Pantone-match colors, create custom finishes, and even develop metal-effect surfaces in thousands of variations.
Designers aren't limited to a handful of standard options. If they have a specific vision for a project, we can often create a finish that perfectly complements the surrounding materials, whether that's tile, stone, cabinetry, or decorative metals.

Because every piece is handcrafted, no two products are ever exactly the same. That individuality is something designers and their clients really appreciate.

What Sets Vast Apart?
DJ: What makes someone choose Vast over another luxury bath brand?
JB: It's the combination of artistry, engineering, and support.
Many brands focus heavily on aesthetics, but we spend just as much time thinking about how the product will perform ten years from now. Every challenge we encounter becomes an opportunity to improve the product.

If something happens during installation or we identify an opportunity to make a product stronger or easier to work with, we redesign it. That's simply part of our culture.

We're incredibly committed to after-sales support because we never want a Vast product installed anywhere in the world that isn't performing exactly as intended.

Creating Spaces for Restoration

DJ: Wellness has become such an important part of bathroom design. How do your collections contribute to that experience?
JB: The bathroom has evolved into a place of restoration, and our products naturally support that.
The material itself is warm, tactile, and organic. It creates a sensory experience that feels different from traditional bath materials. Beyond residential applications, we're now seeing our tubs used as cold plunges and commercial wellness installations because of their durability and thermal performance.

Ultimately, we design products that encourage people to slow down and spend meaningful time in the space.

Products Designers Should Watch
DJ: Are there any favorite products or collections on your team's radar right now?
JB: We're very excited about expanding into vanity furniture.
We began creating custom vanity units for our own showroom environments, and designers immediately started asking where they could purchase them. That led us to develop a new collection of furniture designed specifically to complement our basins and tubs.

The ability to carry the same materials, textures, and finishes across multiple elements in a bathroom opens up exciting new possibilities for designers looking to create cohesive environments.

Looking Toward the Future
DJ: What excites you most about where Vast Design Studio is headed?
JB: We're continuing to refine our materials and broaden our product offering.
The new vanity collections are a major focus, but we're also investing heavily in telling our story more effectively. There's a tremendous amount of engineering and craftsmanship behind our products that many people simply don't know about.

As we continue growing, we're excited to share more of that journey and continue pushing the boundaries of what's possible with these materials.

One Thing to Remember
DJ: If a designer walks away from this conversation remembering just one thing about Vast Design Studio, what would you hope it is?
JB:That every piece we make is functional art.
We use highly advanced materials and manufacturing processes, but every product is still finished by hand. Every surface is touched by artisans. Every piece is unique.

You're not simply purchasing a bathtub or a basin. You're bringing a handcrafted sculpture into a space—one that's designed to be used and enjoyed every day.