Trendsetting design and innovation were the hallmarks of Ideal Standard’s stunning display at its 100-sq-m stand in the Downtown Design 2017, a key element of the Dubai Design Week held last month in Dubai, UAE.

At this premier design showcase, the leading bathroom solutions provider also unveiled its new corporate identity in the Middle East and Africa.

For more than 100 years, Ideal Standard has shaped the sanitary industry with leading innovation. It has pioneered products like the single-lever tap, the rimless toilet, Aquablade flushing technology and the ultra-flat shower tray.

The company is uniquely positioned with deep-rooted engineering and manufacturing expertise in the ceramic and brassware product categories, providing high-quality residential, commercial and healthcare bathroom solutions. This has also allowed it to produce design concepts that have won it prestigious awards, like IF, DOT, the German Design Award, etc.

“Architects, contractors, plumbers and end-users, everyone wants solutions to meet their needs. They ask for better sustainability and enhanced experience; and great design with great functionality. That’s why we’re making it our mission to serve our customers with water expertise,” says a company spokesman.

He says Ideal Standard’s residential bathroom solutions provide unprecedented convenience and flexibility; its commercial solutions stand out with cost efficiency and durability; and its healthcare solutions look deeper into infection control and provide uncompromising hygiene.

To reflect its pursuit of sustainability that drives innovation in the sanitary industry, Ideal Standard has created a new corporate identity – two interlocking rings – that represents what the company stands for.

“The two interlocking rings are a symbol of our connection with our customers; a symbol of seamless partnership and dynamic water flow; a reflection of our desire to help them find the ideal solution through our insights and our expertise,” the spokesman explains.

The Ipalyss vessel ... featuring ultra-thin Diamatec ceramic material.

Prominent on display at Downtown Design 2017 was its new Ipalyss vessel range featuring the latest innovation in ultra-thin ceramic material, Diamatec. “This patented new material was developed using a unique blend of specially refined materials, resulting in exceptional robustness that allows designers to achieve the near impossible: Extremely thin, straight edges that are extremely robust and durable,” he adds.

The striking aesthetics of the Ipalyss range were developed in collaboration with the award-winning British designer, Robin Levien and his design studio.

Other attractions on offer were the Connect Air range, the latest multi-product collection that brings lightness and an unprecedented elegance, providing an airy feel to any environment and creating efficient, durable and stunning bathrooms. The Connect Air collection taps into the minimalistic trend for sleek and slim line interiors. Consisting of ceramics, furniture, bathtubs and shower trays, it offers a unique mix of timeless modern styles that connect to any bathroom’s requirements.

The Connect Air mixers are equipped with five-litres-per-minute flow regulators that reduce water consumption without compromising on the flow performance. The versatile mixer range has many options for basins, baths, and showers with a variety of heights and configurations, offering a unique mix of timeless modern style that addresses all the requirements in any bathroom.

Amongst the star attractions was Ideal Standard’s revolutionary AquaBlade flushing technology, guaranteeing total hygiene, water efficiency and a quietly impeccable performance. The area below the WC rim is rinsed clean using an engineered system that creates a pressurised cascade of water, which flows around the bowl generating two strong jets that merge.

Furthermore, Ideal Standard has expanded the highly successful Idealrain family shower accessories. This year, it presented the new Idealrain Evo and Evo jet shower kits and handsprays. “Idealrain Evo handsprays have three spray patterns – rain, fine rain and massage, while Evo Jet takes it one step further with rain, drop-jet and intense massage modes. These will guarantee a showering experience that can cover any demand and be relaxing, refreshing or invigorating depending on individual need,” says the spokesman.

Different modes can be achieved via a push button, an advanced feature compared to the existing Idealrain. “The showering area is traditionally the one with the most water consumption, so it is important to consider the water-saving characteristics of the products installed there. Round and diamond shaped, these handsprays feature eight-litres-per-minute flow regulators that help save water and money, irrespective of water pressure and without influencing performance,” he adds.

Commenting on Ideal Standard’s participation at the event, Ahmed Hafez, CEO of Ideal Standard Mena, says: “Downtown Design is a great platform for established and emerging brands to converse with professionals – architects, contractors, engineers, etc. We are very excited to present our new corporate identity, as well as our latest design and technology innovations that target the requirements and specification of the Mena region for hygiene, water and energy saving.”

The company’s participation enabled it to take advantage of the huge networking opportunities and highlight Ideal Standard’s trendsetting and pioneering products to visitors, he adds.

Ideal Standard International is a privately-owned company headquartered in Brussels, Belgium, operating in more than 60 countries across Europe, Middle East and Africa. It owns leading European brands: Armitage Shanks, Porcher, Jado and Vidima.

Ideal Standard Gulf, the business entity for the Middle East region, operates from its head offices in Dubai, UAE. Last year, it opened a Design Bathroom Centre – the first of its kind in the region – in Dubai.