Bathroom specialist

The Cape Cod bathroom series ... aesthetic.

Duravit is on course for a successful 2016 in the region, thanks to the customer loyalty it enjoys, the appeal and quality of its designs and the professional service it offers.

The bathrooms specialist is therefore currently involved in some interesting projects being throughout the Middle East region, and particularly in the UAE, says Toni ElKadi, head of projects – Middle East.

Some of the latest projects in the Gulf areas that he cites include the Hidd Al Saadiyat villas on Saadiyat Island, Najmat Abu Dhabi twin towers designed by Foster & Partners, both in Abu Dhabi; the Opus project designed by Zaha Hadid and Al Ossaimi Hotel and Resort at Palm Jumeirah Palm in Dubai; and the new Hamad International Airport in Qatar.  



The Duravit group continues to enjoy success, according to ElKadi. “Last year (when ISH was held), all 11 new products launched achieved international popularity. At the same time, the Duravit Group invested in factories and new technologies in Germany and abroad. By doing this, Duravit has been building a solid foundation for the future.”

He says that Duravit is financially well poised for this year. “The last financial year has been very positive. The Duravit Group exceeded €390 million ($443 million) in sales for the first time and has thus grown by more than €10 million (11.26 million) compared with the previous year. Thus we are very optimistic that we will remain on course for success in 2016, too.” 

In the Middle East, the company has been quite successful as many architects and project developers have decided on Duravit products, ElKadi adds.

“Our brand is very well appreciated in the region due to the attractive design of our products and the experience that we gained in the Middle East by handling any type of projects,” he comments. “We do believe in a professional service and support for our customers and keep them updated on the latest from Duravit, which could always be an excellent choice for their projects in terms of design, quality and technology. The strength of our customer loyalty is reflected in the high number of our landmark projects in the region.”

He continues: “In general, the awareness of renowned brands and high quality is increasing in the Middle East. There is thus a high demand for the whole Duravit portfolio.”

Duravit recently launched the new ‘c-bonded’ technology at Salone del Mobile 2016, held in April in Milan, Italy, which he describes as a “ very promising novelty” that is “truly innovative”.

The technology connects the ceramic washbasin to the surface of the vanity unit to create a perfect whole. “The washbasin is connected almost seamlessly to the vanity unit. This completely new look produces an exceptionally sleek washing area,” he says.

At Salone del Mobile 2016, Duravit stayed true to its motto ‘More individuality, more comfort, more you,’ with its focus having been on supplementing and complementing the latest products it has already launched successfully, according to ElKadi.



Its motto is in line with the latest four latest trends in modern bathroom design which, according to ElKadi, include comfort, individuality, technological advancement and wellness.

He elaborates: “First is comfort for all ages: this means it’s all about products that enhance the bathroom experience. The products in demand are intuitive to use, easy to clean and deliver the highest standards in design and quality. For example, in the series P3 Comforts by Phoenix Design, the clear-cut design of the washbasin ensures there are no unwelcome light reflections. Another practical feature is the pronounced depth of the basin, which optimises draining and facilitates cleaning.

“Individuality is one of the strongest trends across all sectors, whether it is cars, jewellery or interiors. Consumers are more confident, and thus, adventurous when it comes to design. So we are developing products that can be tailored to meet their needs and fit into many interior schemes. Our new ME by Starck series by Philippe Starck fulfils the demand for pure aesthetics and is at home in a wide variety of style worlds.”

The third trend, according to ElKadi, is towards technology that improves hygiene and increases comfort and individual interior design possibilities. 

Improvements in hygiene are in the form of optimised surfaces and modern flushing with rimless water closets (WCs). Convenience is also enhanced with shower/toilet combinations, and by balanced interior design with co-ordinated tiles, furniture, bathtubs and shower trays, and special lighting.

The development of a private wellness oasis is still a key trend. “Wellness is an increasing priority in today’s hectic world. When the time comes to relax, many of us want to enjoy a complete home spa experience. Our Paiova 5, for example, is a symbiosis of a corner bathtub and a free-standing bathtub. Designed by Eoos for Duravit, the bathtub focuses solely on individual comfort,” he says. 


Future plans

Duravit has three offices in the Middle East (Lebanon, UAE and Saudi Arabia). “In addition to the high-end design showrooms with our partners in the region, we offer an efficient service and provide prompt response to any enquiry. Moreover, we will take part in the Dubai Downtown Design, a design platform for professionals,” ElKadi concludes.