Ideal Standard’s tour touches down in Dubai


Ideal Standard has visited Dubai for the final installment of the year in its unique series of events, the Together World Tour. With a strong focus on design innovation, the event on 22 November was inspired by the dynamic ‘city of the future’.

The Together World Tour, Ideal Standard’s cinematic event series, recently stopped in Dubai for the fifth of six events taking place across the globe. An innovative fusion of digital content, the tour aims to inspire the international architecture and design community by showcasing the very best of design culture from each of the six distinctive cities.

Following the success of the tour’s previous events in cities across Europe, the penultimate in the series – titled A Moment of Innovation – looked to the future of architecture and design, using one of the world’s most modern destinations as the backdrop to share Ideal Standard’s very latest product developments.

Ideal Standard’s co-chief executive officer Jan Peter Tewes said: “Dubai is a city that symbolises transformation, progress and a bright future. It’s a place where history is still visible, but one that has become famous for its rapid urban development, landscape of skyscrapers and iconic hubs of culture. It’s a fantastic example of how to combine a modern vision with heritage and culture. This city shows us that the impossible is possible through innovative design, architecture and engineering.

“In that sense, Ideal Standard has similarities with Dubai. We have over 100 years’ history of working with the Master Designers of their era and we are now re-inventing some of our most iconic designs from the past using the latest manufacturing technologies and materials to create collections that meet the needs of modern life.

The event was split into three parts, opening with a focus on culture and heritage to visit the older, historic districts of the city, with a spotlight on Ideal Standard’s new and award-winning Conca collection, which takes inspiration from the brand’s classic collection of the same name, designed in 1972, and includes ceramics, brassware, furniture and bathtubs. Part of the Atelier Collections, the contemporary products are the result of Ideal Standard’s exclusive partnership with renowned Italian design studio Palomba Serafini Associati and represent the brand’s commitment to shaping the future of modern living through design.

The event also featured interviews with some of the greatest minds in architecture and design, including Janus Rostock and Ahmed Al Salami, before paying a visit to Expo 2020, the global exhibition taking place in Dubai which showcases innovative solutions for world issues and encourages collaboration to ensure a brighter future.

Continuing on the theme of innovation, Ideal Standard’s chief design officer, Roberto Palomba, presented Intellimix, Ideal Standard’s most pioneering product. Intellimix is a smart touchless tap that makes superior hygiene effortless with a timed delivery of water and soap from the same device. Its optimized wash cycle reduces the spread of harmful bacteria and viruses, and saves on water consumption.

Speaking of Intellimix, Roberto said: “Events of the past year have reinforced the importance of hygiene across the globe – which is not only impacting human behaviour, but has also permanently changed the requirements for public washroom design. It’s more critical than ever that these shared spaces, and the technology in them, are designed with the end user’s health and protection in mind.

Intellimix has been introduced to meet these demands by improving hygiene and making it easier than ever before to ensure that all building users are handwashing effectively. Not only that, but it also contributes to achieving sustainability targets, while helping businesses save costs.”

Since its launch in April, the Together World Tour has visited Milan, Berlin, London, Paris and now Dubai – deepdiving into the dynamic culture of each city and exploring their impact on the world of bathroom design.

Jan Peter Tewes concluded: “The Together World Tour aims to take our customers and partners on a journey into the world of design and architecture. Each of the cities were handpicked as they reflect similar philosophies to Ideal Standard’s design outlook including the qualities found within our product ranges.

“The tour so far has been a great success, but it’s not over yet. We have one final stop planned for 2022 in a wonderful location – so stay tuned for more information.”


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Media contact

Roshini Bains,
Editor, Showhome Magazine

Tel: +44 (0) 1622 823 922

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