Ideal Standard introduces ‘landmark’ new range

Bathroom giant Ideal Standard has launched the Atelier Collections, a new design-led product range created in collaboration with renowned Italian design studio, Palomba Serafini Associati (PS+A).

According to Ideal Standard, the premium Atelier Collections mark ‘a new era’ in the brand’s design journey and ‘strengthen its long-standing design philosophy’.

The Atelier Collections will be available exclusively through independent retailers, with Ideal Standard committing to what it describes as ‘significant investment into showroom and marketing support’ for the collections.

Dave Barber_ UK and Ireland Managing Director
Dave Barber_ UK and Ireland managing director

David Barber, managing director for Ideal Standard UK and Ireland said: “The Atelier Collections mark a new era in Ideal Standard’s design journey, and we understand the importance of these ranges for our retail partners. Not only are we committing to a consumer advertising campaign to drive footfall to showrooms, but we are also working with retailers to provide support and tailor-made packages to ensure they are fully equipped to serve their customer base.”

The ranges – which feature sanitaryware, brassware and furniture – are said to draw inspiration from some of the most iconic products from the Ideal Standard portfolio. Colour is also key to the new collections. Drawing inspiration from Ideal Standard’s design heritage, PS+A has introduced a new colour palette specifically for the Atelier ranges.

At the centre of the new collections is the minimal Conca range. The Blend range of WCs has been created to complement these basins. The new colour palette has been applied to the Ipalyss (pictured) range of slim washbasins, designed by Robin Levien. Additionally, there is also new brassware, with two new lines of mixer taps, Conca and Joy. These are available in chrome and PVD finishes.

Commenting on the new collections, PS+A founder, Roberto Palomba said: We are particularly proud of the results of our partnership with Ideal Standard. We maintain a very simple approach for our creations: quality paired with intuitive design that also keeps an eye to the past, while ensuring the levels of practicality, purity and elegance meet the needs of modern society.”

Torsten Türling, chief executive officer at Ideal Standard added: “Throughout our history, we’ve worked closely with the leading designers of their era. Master designers have a unique ability to capture the essence of the time and translate that into designs that shape the evolution of society and influence the culture of design beyond the bathroom. This essence of design is what we wanted to capture again, and this is reflected in Atelier Collections.”

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