Ideal Standard’s Conca fitted with Intellimix ... innovations in focus on the Dubai tour.

Dubai was the fifth stop on Ideal Standard’s digital Together World Tour, which focused on design innovation, inspired by the dynamic ‘city of the future’.

The Together World Tour, Ideal Standard’s cinematic event series, aims to inspire the international architecture and design community by showcasing the very best of design culture from each of the six distinctive cities on the tour.

Following the success of the previous events in cities across Europe, the penultimate stop in the six-event 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. 

The tour’s avant-premiere held physically at the Belgium Pavilion at the Expo 2020 Dubai on November 21 attracted VIP guests from the architecture and interior design industry. 

Chief Executive Officer of Ideal Standard Mena, Ahmad Hafez said: “Dubai is an embodiment of transformation and progress. From futuristic skyscrapers to traditional Arab architecture, the city bridges the old and the new effortlessly. We can draw many parallels between the values of Dubai and our brand values. For over a century, we have been working with master designers of their respective eras 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 physical event gave us an opportunity to connect again with our partners and colleagues, and it welcomed intriguing discussions in the presence of industry stalwarts. It was an evening of knowledge exchange and engagement. We were thrilled to see the turn out and support from our everyone and are very grateful to the Belgium Pavilion for hosting the Together World Tour Dubai Edition.“ Hafez continued. 

The digital tour 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.

Continuing on the theme of innovation, Ideal Standard’s Chief Design Officer Roberto Palomba presented Intellimix, the brands most pioneering product. Intellimix is a smart touchless tap that is said to make superior hygiene effortless with a timed delivery of water and soap from the same device. Its optimised wash cycle reduces the spread of harmful bacteria and viruses, and saves on water consumption. 

Speaking of Intellimix, Palomba 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 – which has been installed at the Belgium Pavilion – 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 – deep diving into the dynamic culture of each city and exploring their impact on the world of bathroom design.  

“The idea behind the Together World Tour was to take our customers on a visual journey through time into the world of design and architecture. The chosen cities reflect the design philosophy of Ideal Standard, timeless and elegant. The tour has been very well received by the industry so far and we hope to continue bringing brilliant content celebrating design, architecture and connections. The tour is not over yet, we have one final stop planned for 2022. We look forward to receiving the same response from our audience for the final stop and all other campaigns we plan for the future,” Frederick Trzcinski, Ideal Standard Gulf, Marketing & Innovation Director Mena, concluded.