Bathroom products specialist Ideal Standard has announced an online ‘world tour’ that it says combines a digital format with the attraction of a physical event.
The tour will be centred around six cultural capitals of the world – Milan, Berlin, London, Paris, Dubai and Shanghai, and is designed for the international architecture and design community.
The tour is said to offer a fusion of digital content and physical interaction across these key locations.
The first event will be held on April 21 in Milan and will then continue throughout 2021 and into 2022 to visit a total of six cities.
The events will unveil “exclusive, world-premier product launches”, promising to “dive into the design culture of each of these cities and offer attendees a series of unforgettable moments”.
The events will include a mixture of live and streamed content, simultaneously translated into several languages. Participants will be encouraged to interact with the live event, click to discover new collections and unlock exclusive content. There will also be the opportunity to connect individually with Ideal Standard’s chief design officer, Roberto Palomba, and other key representatives.
Said Palomba: “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.”
Ideal Standard chief executive Torsten Türling commented: “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, digitally and personally, with 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.”