01 December 2020

In line with its mission to use innovations and design to make life better for its customers, Ideal Standard says it is re-connecting to its roots of design and expertise to create a new generation of bathroom solutions that consumers desire in their homes and professionals depend upon to make their project a success.

“It’s an exciting future, one that Ideal Standard team is fully focused on recognising,” Ahmed Hafez, Chief Executive Officer, Ideal Standard Mena, tells Gulf Construction in an exclusive interview.

“Working closely with leading universities, architects, urban designers and construction companies around the world, Ideal Standard aims at positively shaping the future of modern living, meeting the needs of customers today and anticipating the demands of modern life tomorrow. Better is the promise we make to our clients, our trusted partners, and the millions of people who use our products every day. It’s the promise we make to ourselves. It’s our shared determination to keep on achieving, improving and evolving together,” he adds.

 

Design

Ideal Standard brings its industry-leading knowledge, skills and experience to a range of products that are intelligently designed to meet the needs of its customers.

“Ideal Standard has always been a design brand, with deep-rooted skills and a rich heritage,” Hafez says. “Having been raised by the master designers of the past like Gio Ponti in the 1950s and Paolo Tilche in the 1970s and 80s, and representing Italian design in all its aspects around the world, we are proud of our latest collaboration with studio Palomba Serafini Associati which was first announced in December 2018, to explore this heritage and translate it into the 21st Century. We’ve looked back at our iconic designs, analysed their intrinsic value and thought about how to transform them to suit modern society – both in terms of aesthetics and functionality.

“Now, Ludovica and Roberto Palomba – masters of international design with over 25 years’ experience in delivering innovative bathroom design concepts – have unveiled the first results of their work with Ideal Standard ‘Atelier Collections’. This exclusive collection comprises a range of unique ceramics and fittings, as well as furniture and bathtubs, and in a bold move we see a return to the use of colour to enhance modern interiors projects.”

 

Innovation

In the last few years, Hafez says, Ideal Standard has successfully improved its cost competitiveness as well as its innovation pipeline. It launched ProSys, a comprehensive range of pre-wall installation solutions for all bathroom fixtures – toilets, bidets, basins, urinals and showers – making it ideal for a wide variety of projects.

The ProSys pre-wall system supports Ideal Standard customers in creating bathrooms that deliver an enhanced user experience with easy installation and low maintenance. 

The company is also renowned in the industry for working collaboratively to develop washroom innovations that change the way users think and feel about using the washroom and that deliver real benefits for its customers and for the environment.

“We are always looking for new ways to make life better for our customers which has resulted in developing Intellimix, the new generation of touch-free, soap-integrated sensor-tap (planned to be launched in 2021). It is a single-point-of-use tap which provides soap and water together in a hand washing cycle and is both hygienic and cost-effective,” Hafez remarks. “We made sure that the look of the tap itself was stylish and sophisticated, something which is particularly important in today’s commercial washroom environment. Intellimix’s design and aesthetics stand out in the brassware market, and will also result in a uniquely comfortable and hygienic experience for users.”

For over a century, Ideal Standard has been at the forefront of environment-friendly innovation and sustainability. Its water- and energy-saving solutions ensure the high-quality performance of all its products with regards to their impact on Earth’s resources.

“Efficient and optimum control of water is essential for a well-run organisation from both an environmental and cost control point of view,” Hafez stresses. “Ideal Standard has been the precursor in chasing water consumption as we invented the ceramic disk cartridge which put an end to dripping taps and it is what is now used by the industry.

“And we did not stop there. Water saving is one of our core values. Our advanced AquaBlade flush technology is an engineered system that gives optimum water flow covering every inch of the ceramic, allowing flushing at the extremely low level of 4.5/3 litres without splashing, delivering nevertheless a remarkably clean toilet bowl.

“That’s not all... you can achieve up to 50 per cent savings on water and energy usage with our innovative Click Technology that features an adjustable water-saving function which gives you the possibility to personally control water consumption without compromising the water volume.”

Ideal Standard offers a vast range of mixers and taps with clever water-saving features that offer maximum 5 litres/minute flow rate. It has also enhanced its flush plate offering to include a wide variety of designs with electronic actuation. These new flush plates, which have been designed by Ludovica and Roberto Palomba, feature the latest no-touch technology making the flush plates easy to use and ultra-hygienic.

 

Hygiene

The current Covid-19 health crisis has highlighted the need for increased hygiene and ease of cleaning – an area Ideal Standard products are designed to address to the fullest.

Hafez comments: “With the global outbreak of the Covid-19 pandemic, hygiene and infection control measures in the bathrooms are being taken more seriously than ever and modern technology is being used to reduce splashing and avoid touching of bathroom surfaces and residual stagnant water.  Ideal Standard’s products provide the highest levels of infection control. These include our revolutionary silent and hygienic WC flush technology AquaBlade that has won several awards in Europe, the Contour 21+ basin that reduces splashing by over 90 per cent and our Markwik 21+ mixers designed with antimicrobial copper components and are hands-free operated.

“In addition, Ideal Standard has taken a step further with the new generation of touch-free, soap integrated sensor-tap Intellimix, and the newly developed, mobile-enabled Sphero anti-splash urinal which provides ultimate convenience to both users and operators.

“Ideal Standard, which is the patent owner of the ceramic disc cartridge that put an end to dripping taps, has certainly taken it one step further and revolutionised water management with its new robust and durable Firmaflow cartridge that lasts nearly twice as long as industry standards.”

 

Wellness

Hafez also points out that the company has been seeing a clear trend in bathrooms becoming an extension of experimental and comfortable living space.

People now demand a high standard of personalised experience even in the most public places. “At Ideal Standard, we’re working to deliver that experience – innovating to create private and public bathroom solutions that can respond to the lifestyle needs of today and tomorrow with a new vision of form and function,” he says.

 

Mena operations

Ideal Standard Mena, part of the Ideal Standard Group, is focusing on the growth and massive business opportunities of the Middle East and Africa (Mena) region. The group has carved a niche across the region for more than 100 years with its world-class brands and exclusive bathroom solutions to cater to the discerning tastes of its customers.

“The UAE and Saudi Arabia are interesting growth markets for Ideal Standard Mena; we are committed to increase our businesses there. With multifaceted project offerings, coupled with our wide range of products, we are confident of our promising growth, ensuring that every product of ours is made to the highest quality standards and requested specifications and norms for the region.”

Ideal Standard is associated with some of the most prestigious projects in the Mena region and is committed to reinforce its market presence with its adherence to product quality, innovation, design and sustainability leading to functional bathroom solutions and meeting every demand, both in aesthetics and performance.

Ideal Standard operates three manufacturing sites for bathroom fittings (Germany, Bulgaria and Egypt), five manufacturing sites for ceramic products (UK, Czech Republic, Italy, Bulgaria and Egypt) and two manufacturing sites for bathing and wellness products (Italy and Egypt).

The spread of the novel coronavirus has created an unprecedented situation across the globe, the impact of which has increased on society and the economy alike. Given the overall dynamics, Ideal Standard has been constantly evaluating the rapidly changing circumstances early on to determine necessary actions, he says.

Hafez continues: “Together with our business partners, we are closely working on managing stock and service levels across the Mena region, taking into account the circumstances and requirements of individual markets.

“Our team has proven to show resilience in these difficult circumstances. We have implemented stringent measures to deal with the current situation, from a safety as well as a business point of view. Our employees are ready for the ‘new normal’ being flexible and able to positively adapt, emphasising the important traits of trust and respect for the different challenges we all face. This testifies that we are so much more than a manufacturer of bathroom products and solutions.”

Ideal Standard, he says, is perfectly placed to deal with the challenges of the future.

“Our vision is one of continued growth, innovation and excellence in the service we provide to our customers. We are proud of how far we’ve come, and proud to mark the beginning of a new era. We look forward to continuing our journey together with our customers, our partners and our employees. Together, we’re shaping the future of modern living,” he concludes.  

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