Gulf Construction Online - Ideal Standard puts ESG focus in limelight

Construction Goes Green

Ideal Standard’s Aesth|ethics pop-up showroom in Venice, Italy.

Ideal Standard puts ESG focus in limelight

01 June 2023

Leading bathroom manufacturer Ideal Standard hosted a series of exclusive events that highlighted its commitment to the environment at a new temporary pop-up showroom in Venice, Italy.

The Aesth|ethics pop-up showcased both the brand’s aesthetic design prowess and ethical goals and achievements. Visitors to the pop-up showroom were also able to get an exclusive look into the latest design-led collections, installed in a unique and inspiring setting, whilst learning more details of the company's environmental, social and corporate governance (ESG) commitments, which were recently released in its first annual sustainability report (https://www.idealstandardgulf.com/about-us/sustainability).

The new products on display included the Alu+ range of eco-sustainable shower systems, the contemporary i.life ceramics range in a new modern glossy grey finish, the minimalist Solos showering collection with intuitive smart controls for an all-in-one spa like experience, and the La Dolce Vita collection – a design-led and comprehensive bathroom range that celebrates Italian lifestyle.

Aesth|ethics also highlighted Ideal Standard’s commitment to creating a more sustainable future and explain the company’s commitment to deliver innovative, high-quality products that encourage sustainable living practices. In this vein, Ideal Standard has completed a full carbon footprint analysis of the Aesth|ethics event and partnered with Up2You to neutralise the generated CO2 emissions.

On show were Ideal Standard’s Italian-inspired collections.

Speaking on the event, CEO Ideal Standard Mena Ahmed Hafez said: “Aesth|etics provides an excellent opportunity for us to showcase our plans for the future when it comes to ESG. Our sustainability report outlines our ambitious goals that are focused on both sustainability and people. We are thrilled to have the chance to discuss these goals in greater detail and explain how we intend to achieve them and our efforts to put us on the right path towards a more sustainable future.”

The carbon-neutral event was hosted at the historic Arsenale di Venezia, within the former shipyards of Venice featuring a specially made installation from Ideal Standard’s Chief Design Officer, Roberto Palomba. This installation followed Ideal Standard’s unique Singular approach by displaying bathroom solutions across all product categories from different ranges – showcasing how cohesively the collections work together.

Commenting on the new products and Aesth|ethics, Roberto said: “For these new collections, we have retained our core identity and built on the rich design heritage of our past, all while producing new and exciting products that are built for the contemporary bathroom. It’s the combination of our design expertise and manufacturing knowledge, that lets us take these steps in a sustainable, innovative way. The Arsenale di Venezia is the perfect location and provides us with a dramatic setting to showcase our new Italian-inspired collections.”

Ideal Standard has chosen two projects that focus on preserving and restoring forests to support the fight against climate change. The first is helping to protect almost 785,000 hectares of forests and wildlife on the southern shores of Lake Kariba in Zimbabwe. The Kariba Forest Protection project aims to create a biodiversity corridor by connecting four national parks and eight safari reserves while implementing numerous community-focused initiatives. The company has also committed to help turn almost 22,000 hectares of cattle grazing land into sustainably managed forests for high-value, long-life timber products as well as sequestering large amounts of carbon dioxide. Both projects are verified by the Verified Carbon Standard and the Climate, Community & Biodiversity Standards.