Ceramics & Sanitary Ware

Serafini ... collaboration with star designers is part of Ideal Standard’s strong design heritage.

Serafini ... collaboration with star designers is part of Ideal Standard’s strong design heritage.

Ideal Standard ties up with Italian designers

February 2019

Ideal Standard, a world leading manufacturer of bathroom solutions, has announced its collaboration with prominent Italian architects and design studio Palomba Serafini Associati.

The agreement builds on the company’s strong design heritage of working with some of the world’s most iconic master designers to redefine design for modern living.

Ideal Standard will also set up a design centre in Milan, where the founders of the Italian design studio Ludovica Serafini and Roberto Palomba will work closely together with the company’s experts to drive Ideal Standard’s overall design philosophy.



The new collaboration fits perfectly within Ideal Standard’s long and successful history of innovation and design – a history of combining cutting-edge technologies with avant-garde aesthetics to accompany society’s evolution and redefine the role of the bathroom within it, according to spokesman for the company.

“In the 1950s and 1970s, for example, working with master designers like Gio Ponti and Achille Castiglioni, Ideal Standard was instrumental in developing the bathroom from a purely functional room to a real living space that holds a prominent role in the house.

“Today, as society continues to evolve at incredible speeds, Ideal Standard wants to build on this heritage and challenge itself and its designers once again to imagine what’s next – to take technological innovations and design to the next level and build for the future,” he says.

The long list of design masters that have already partnered with Ideal Standard have elevated the brand into the culture of design, leaving behind a rich heritage of drawings and design archives, says the spokesman, adding that collaboration with Serafini and Palomba will explore this heritage and translate it into the 21st Century.

Commenting on the new collaboration, Palomba says: “When done right, a well-designed project completely transcends its function and becomes timeless. Some of Ideal Standard’s designs, created by Italian icons such as Ponti and Castiglioni, are perfect testimonies to this principle. I am honoured to follow in the footsteps of these Italian masters and support Ideal Standard’s continued journey to design and develop innovations that will once again redefine not only bathroom design, but design in general.”

The first results of the new collaboration between Ideal Standard and Palomba Serafini Associati will be previewed during ISH 2019, the world’s leading trade fair on the responsible management of water and energy in buildings taking place in Frankfurt, Germany, next month (March 11 to 15).

Headquartered in Brussels, Belgium, Ideal Standard International operates in more than 60 countries across Europe, Middle East and Africa. Its sister company in the region, Ideal Standard Mena, is focusing on the growth and massive business opportunities of Middle East, Egypt and Africa, with its head offices in Dubai, UAE. Ideal Standard Gulf, the business entity encapsulating the Middle East region, operates from the Dubai offices.

Total bathroom solutions have been at the core of Ideal Standard heritage for over 100 years, with the company engaged in the design, manufacture and supply of ceramic sanitary ware products, bathroom mixers, furniture and accessories, bathing and showering solutions for residential, commercial and institutional buildings.

Ideal Standard is the company’s international flagship brand for bathroom solutions across all regions. In addition, the company owns leading European brands: Armitage Shanks, Porcher, Jado and Vidima.

These and American Standard branded products are supplied in the Middle East sanitary ware market by business partners across the different countries.  

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