The Eyesore Towel Warmer Gets an Italian Makeover by Tubes

By / / Home & Garden / 2 minutes of reading


Nothing says luxurious comfort like a freshly warmed towel available right out the shower. However, most consumers only experience this level of comfort on vacation at hotels or upscale B&Bs. Towel warmers in residential spaces often take up too much floor, counter, or wall space. If only there were a modern solution… Enter the JJ design by Ludovica Serafini and Roberto Palomba for Italian radiator brand Tubes. Inspired by American artist Donald Judd, the JJ boasts an elegant and streamlined silhouette. Its name derives from its side profile, which reveals two ‘J’ shapes from the horizontal shelves. Unlike other towel warmers with singular functions, the JJ also doubles as a storage organizer and hanger for drying wet towels, thanks to an unseen slot carved into the bottom shelf.

Woman in a pink sweater and pink pleated skirt stands in a minimalist bathroom with red walls, a red sink, a round mirror, and white shelves holding black towels

“The inspiration for JJ arises from the desire to design a minimalist heating body, clearly influenced by Donald Judd’s vision, which thus assumes an extraordinary architectural value within the space in which it is placed. In the project, iconicity and functionality merge, as is customary in our projects,” says Ludovica Serafini + Roberto Palomba.

A person folding and placing white towels on a black wall shelf in a minimalistic bathroom with a round mirror and white basin

Minimalist bathroom with a round mirror above a white sink, a wall-mounted shelf holding towels, and a red bench with a plant and toiletries on it

Close-up of towel warmer against a green background, illuminated with subtle lighting.

The JJ is truly the towel warmer of the future, capable of integration into home automation systems. Users can control temperature and schedule programs via Wi-Fi and voice assistants using their smart devices or Tubes’ new thermostat, ensuring a freshly warmed towel is always just a tap or command away. And thanks to its low voltage, JJ can be installed in wet spaces, like a walk-in shower or by a bathtub.

A person with a tattoo on their left arm is combing their hair while sitting under a shelf with three neatly folded white towels. They have a towel draped around their neck and are looking to the right

Beyond its functional capabilities, the JJ satisfies a design lover’s checklist with its its aesthetically-pleasing fluted surface and plethora of color options – 140 shades, to be exact. Additional options include three sizes, open and closed slots on the bottom shelf, and left- or right-sided slots. These various configurations make it easy to incorporate the JJ into residential homes, hotel rooms, or wellness spas.

Wall-mounted shelf with folded white towels and a hanging beige towel in a minimalist setting

A person in a pink sweater and skirt stands in a room with a red wall, next to a white shelf holding folded black towels. Below are bottles and a brush.

Three dark red shelves holding neatly folded white towels are mounted on a green wall above a white sink with a curved faucet

A minimalist bathroom with deep red walls features a round mirror, a red sink, a black side table, a white shelf with folded towels, and a stack of rolled-up tissues.

To learn more about the JJ radiator, visit tubesradiatori.com.

Art direction by Studio Palomba Serafini.
Photography by Carlo William Rossi and Fabio Mureddu.





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About The Author

Avatar of Ebony Warren
Ebony Warren is a news writer for Bergen Newspaper Group, where she covers arts, entertainment, lifestyle, and home news. She's been writing for the site since 2019. Her favorite thing about writing is getting to tell other people's stories. She loves to get to know her subjects and hear their perspectives on their work—and then write about it in a way that makes them look like the best humans ever.

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