Ideal Standard’s MENA chief executive officer Ahmed Hafez said: "Paris is the epitome of fashion. With bustling museums, delectable cuisine, stunning architecture and its unique sense of fashion, the city brings art and culture to life. By its very nature, Paris has been a trend setter, defining style of every era. In the journey of Together World Tour, Paris is an organic choice, as we celebrate the design culture of the most iconic cities of the world."
"Combining the sensibilities of Paris style with the manufacturing brilliance of Ideal Standard, we have produced aesthetically pleasing, contemporary collections that have be acclaimed globally. Style and design are fluid concepts, overlapping personal sensibilities and overcoming cultural differences. We believe in building brand experiences that resonate with people across geographies and cultures. What we saw in the Paris show, will be amplified in the next edition of the tour happening In Dubai." Mr. Hafez continued.
The film treated viewers to an exclusive behind-the-scenes look at Ideal Standard’s manufacturing plant, encapsulating the journey of a collection’s design and the innovative manufacturing process, which uses the latest technology to create a striking design.
The event also saw Ideal Standard unveil its i.life collection – a total bathroom solution for the everyday. Designed to bring beauty into any home, whatever the shape or size, i.life offers simplicity with pure lines creating a serene bathroom interior where function and practicality meet flawless beauty.
Crafted in collaboration with Italian design studio Palomba Serafini Associati, i.life enables users to create a bathroom interior they can enjoy day after day. Comprising a selection of basins, toilets and bidets characterised by soft, rounded ceramics and accessible design, i.life is both practical and beautiful, creating a serene environment and guaranteeing that even small spaces like guest bathrooms feel complete.
Speaking of the contemporary collection, Ideal Standard’s chief design officer, Roberto Palomba, said: “The i.life bathroom collection is a true example of design that creates a backdrop to good living; design that fosters a safe space for life and love to happen. It’s a smart, versatile collection where design, comfort and hygiene come together beautifully and we can’t wait for our customers to experience it in their homes.”
Ideal Standard also took the opportunity that the backdrop of Paris presented to showcase new products from its award-winning Atelier Collections – Extra, Linda-X and Tipo-Z.
Roberto continued: “Atelier is Ideal Standard’s very own version of haute couture – a beautifully crafted and curated project embodied in the eternal value of good design. With these products, we’ve been able to grasp the essence of time and translate it into designs that complement the evolution of society. Just as the greats that hail from Paris have proven, the foundation for timeless design is grounded in values, rather than trends, and that’s exactly what inspired our flagship Atelier Collections.”
The next event on the Together World Tour will take place in Dubai – the city of the future – on 22 November 2021. This event will take a journey into the evolution of modern architecture in Dubai and how the city’s diversity, young spirit, ambitious minds and vision are informing its future.
To register for future events, catch up on previous ones and access exclusive additional content, visit www.togetherworldtour.com.
About Ideal Standard
Ideal Standard International, leading provider of innovative bathroom solutions, is a privately-owned company headquartered in Brussels, Belgium, operating in over 60 countries across Europe, Middle East and Africa. Ideal Standard MENA, part of Ideal Standard International, is focusing on the growth and massive business opportunities of Middle East, Egypt and Africa, with Head Offices in Dubai, UAE.
Ideal Standard heritage is in understanding how bathroom works in totality. With total bathroom solutions as its core business for over 100 years, the company designs, manufactures and supplies ceramic sanitary ware products, bathroom mixers, furniture and accessories, bathing & showering solutions for residential, commercial and institutional buildings. Ideal Standard is the company’s international flagship brand for bathroom solutions across all regions. Moreover, the company owns leading European brands: Armitage Shanks, Porcher, Jado and Vidima.
Ideal Standard Gulf, the business entity encapsulating the Middle East region, operates from its Head Offices in Dubai, UAE. In November 2016, the Design Bathroom Centre opened, first-of-its-kind in the region, located on Sheikh Zayed Road in Dubai. The Ideal Standard, Armitage Shanks, Porcher, Jado, Vidima and American Standard branded products are supplied in the Middle East sanitary ware market by esteemed business partners across the different countries.
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© Press Release 2021