April 27, 2021

Ideal Standard unveils unique series of hybrid events for Dubai

categories : auto

Ideal Standard, a leading global provider of premium bathroom solutions, has announced a unique series of hybrid events, the Together World Tour, blending an innovative digital format with the attractions of a physical event location.

The iconic capitals of the world, Milan, Berlin, London, Paris, Dubai and Shanghai, will play host to Ideal Standard’s innovative hybrid event designed for the international Architecture & Design community.

The Together World Tour will address this global audience through an innovative fusion of digital content and physical interactions across these key locations, said the statement from the company.

The event will unveil exclusive world-premiere product launches, dwell deeply into the design culture of each of these world capitals and offer a series of “unforgettable moments”. It aims at combining the best of the two worlds, digital and personal. Its ambition is to inspire and entertain.

Taking a creative and thought-provoking approach, the event in Milan marked the start of the tour. The event captured the identity of Milan and its cultural energy by exploring some of the city’s most iconic buildings, highlighting the innate connection between design, architecture and culture.

Since the 50s, Ideal Standard has been ingrained in the Milanese design heritage, and this is reflected in its relationships with Master Architects such as Gio Ponti and Achille Castiglioni.

Following on from the journey into the city’s cultural footprint, the event also featured talks around modern design and the future of bathroom design, as well as providing an exclusive look at Ideal Standard’s new collection, Linda-X.

A tribute to the Linda collection created in 1977 by A. Castiglioni, the new collection, Linda-X, designed by Ludovica + Roberto Palomba, proudly takes inspiration from the original piece, celebrating the brand’s cultural heritage, while incorporating modern influences to create a contemporary collection which reflects the future of bathroom design.

'This collection stems from the desire to pay homage to Ideal Standard's DNA with an eye to the future,' said Palomba.

'For us it meant studying the historical collection and rethinking the design with an updated vision. When you choose a model to inspire you, you also take on the values it represents, not just the physical design. We strongly believe that the foundation for timeless design is grounded in values, rather than trends, and this was an important consideration for us when it came to Linda-X,' he stated.

'Architecture, design, technology, and environmental awareness are the guiding principles of this collection. Comprising a range of basins and an elegant bath tub, the Linda-X collection stands out for its super-light design, which is minimalist and clean, but designed to have a dramatic impact,' he added.

Hearst Global Design have been chosen as strategic partner for the launch, with the exclusive involvement of Elle Decoration – the largest and most influential design title in the world; present in 28 countries, with 25 editions.

The media partnership distinguishes itself through an integrated approach across all media channels and presents significant promotional opportunities thanks to its global reach, said the statement.

By supporting the campaign with a schedule of content across both print and web editions, social media networks and magazines, Hearst’s input will stimulate far-reaching awareness and engagement, it added.

On the Milan event, Palomba said: 'The Together World Tour begins in Milan, the capital of design and home of the Global Design Centre of Ideal Standard. This city for so long has been the source of our inspiration.'

'The event will be an energetic story bringing to life the fashion and lifestyle inherent to Milan,' he noted.

Promising to inspire and delight, the tour will give a global audience of architects and designers, the trade and business community and design lovers of all kinds a front row seat to the launch of stunning new collections, he added.

Ideal Standard Mena CEO Ahmed Hafez pointed out that this approach was the future for the brand and for the industry.

'The pandemic has changed the rules for traditional physical events. Rather than simply offer an online showroom, we have invented a new way to connect with our customer base all around the world, digital and personal, a dynamic experience enabling us to explore the values of our brand and resulting in what we believe will be a journey of unforgettable moments of inspiration and delight,' he stated.

The Together World Tour will continue throughout 2021 and into 2022 visiting six global cities including Dubai.

The event day will be packed with a mixture of live and streamed content, simultaneously translated into several languages. The interactive experience encourages participants to engage with the live event, click to discover new collections, or zoom in on a location to unlock exclusive content.



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