“Ideal Standard has always been moving the industry forward with significant innovations. We are proud of how far we’ve come and we look forward to continuing our journey with our customers, partners and employees. Together we’re shaping the future of modern living.”
– Ahmed Hafez, CEO at Ideal Standard MENA
About the brand
The brand has had a strong presence in the MENA region since the sixties. Ideal Standard MENA, part of Ideal Standard International Group,is headquartered in Dubai with human capital approaching 3,000 employees. Their strength lies in understanding how bathrooms work in totality.
Leading the world in bathroom manufacturing for over 100 years with a focus on design and innovation, Ideal Standard designs, manufactures and supplies ceramic sanitary ware products, bathroom mixers, furniture and accessories, and bathing and showering solutions that shape the future of modern living.
History, growth and evolution
Groundbreaking design has always been part of Ideal Standard’s DNA. Working with master designers, such as Gio Ponti in the fifties, and Achille Castiglioni and Paolo Tilche in the seventies and eighties, has allowed the company to transcend bathrooms from a purely functional room to a real living space that holds a prominent role in the house. Not only have they introduced design to the world of bathrooms, but also influenced society as a whole and redefined the role of the bathroom within it.
In December 2018, Ideal Standard announced its exclusive long term partnership with renowned design studio Palomba Serafini Associati, and the first ranges resulting from this cooperation have been launched under Atelier Collections, marking the beginning of a new era of design. The collection comprises a range of unique ceramics and fittings, as well as furniture and bathtubs, and in a bold move we saw a return to colour to enhance modern interiors projects. Palomba Serafini Associati have been trendsetters in bathroom design for the last 25 years, and have been the recipients of a multitude of prestigious awards, including the acclaimed Compasso D’Oro.
This collaboration fit perfectly within Ideal Standard’s long and successful history of innovation and design, and cutting-edge technologies with avant-garde aesthetics. Today, as society continues to evolve at incredible speed, Ideal Standard wants to build on this heritage and challenge itself and its designers once again to imagine what’s next. To take technological innovations and design to the next level and build for the future.
The brand’s ethos
Ideal Standard is working in collaboration with leading universities, architects, urban designers and construction firms worldwide to positively shape the future of modern living. “We bring our industry leading knowledge, skills and experience to a range of products that are intelligently designed to meet the needs of our customers, both today and tomorrow,” says Hafez.
Their design values are derived from heritage, which informs the future. Their process starts with form which follows function, and design is vital, craft essential, experience is everything, and the quality is second to none. They work to create a seamless connection between functional perfection and aesthetic beauty.
Innovation at Ideal Standard
For more than a century now, the brand have introduced several technologically advanced products and innovations to the market, such as a comprehensive, pre-wall installation system, PROSYS™, which perfectly complements the company’s revolutionary, silent and hygienic WC flush technology AQUABLADE®. Some suites of the Atelier Collections, such as Blend Curve, also integrate Ideal Standard’s hygiene features, including AquaBlade®, making them a strong ally for residential, commercial and healthcare projects. Their mixers have been crafted with smooth surface transitions, making them easier to clean, and come with an environmentally friendly, five litre per minute aerator, which considerably reduces water usage.
In addition, their new generation of touch-free, soap integrated sensor-tap, INTELLIMIX® (planned to be launched in April 2021), and the newly developed, mobile-enabled SPHERO™ anti-splash urinal, provide ultimate convenience to both users and operators. Ideal Standard are also the patent owners of the ceramic disc cartridge that put an end to dripping taps, a feature that is used by the entire industry today. Lastly, the brand has taken water management to the next level with its new, robust and durable, Firmaflow® cartridge that lasts nearly twice as long as others in the market.