Ideal Standard International, a leading bathroom solutions provider, organised a launch event last month in Abu Dhabi, UAE, for its partners, trade and the media from all over the Middle East, to showcase a wide range of innovative products.

The collections included the Strada, Connect, Idealrain Family and Simplicity and water- and energy-saving ranges that combine technological expertise and meaningful innovation.

“All collections reflect a deep understanding of the personal and the intimate role the bathroom plays and are fully in line with the new brand identity ‘A Beautiful Use of Space’,” says David Hamill, CEO of Ideal Standard International.

The new brand identity will be officially launched at the ISH 2013, an international exhibition of the bathroom experience, building, energy, air-conditioning technology and renewable energies, to be held in Frankfurt, Germany, next month (March 12 to 16).

“We are very excited about the potential of Ideal Standard in the Middle East market,” comments George Theodossiou, managing director of Greece, Mediterranean, Middle East and Gulf. “We look forward to sharing with our Middle East customers the Ideal Standard’s philosophy about the new ideal bathroom solutions, which are specially designed to meet everyday needs and match everyone’s budget and taste.”

Strada ... adjustable aerators.

Elaborating on the collections, Hamill says, Strada products ranging from basin and bidet, shower to bathtub feature a square-edged look and high-fashion feel. The fittings are equipped with an innovative adjustable aerator, which is engineered to use less water and energy and allows the user to adjust the angle of the stream of water to his preferences and needs. The five-litres-per-minute adjustable flow aerator cuts water use, while providing the same high level of comfort.

“No matter which Strada fitting you choose, it will form a perfect aesthetic and functional harmony with your Strada basin or vessel and furniture,” he says.

Strada bathtubs bring an oasis of comfort and wellness into the home while fitting perfectly with the other Strada products.

Connect combines creative design with practical solutions and comes with three distinctive basin shapes. The collection comprises a wide range of ceramic products – including the new countertops and under-countertops – and bathroom furniture options, with innovative storage solutions.

“Connect is designed by the famous Robin Levien, a master of space optimisation. His clever designs transform bathrooms of any size into superb living environments. Simply choose your favourite Connect Basin or Vanity, select a storage solution and complete your choice with a Connect Blue fitting and accessory from the extensive Connect range.

With its minimal, timelessly elegant design, the Connect Vanity brings a clean, contemporary look to your bathroom,” says Dimitra Dotsia, marketing manager Greece, Mediterranean, Middle East and Gulf.

Connect Blue fittings are described as a revolution in water-saving and water hygiene. “IdealBlue technology is a unique nickel- and lead-free technology, designed specifically for basin mixers. Water passing through the IdealBlue technology never touches chrome or nickel; the copper pipes are not plated on the inside, while all water-bearing surfaces are made of plastic. IdealBlue technology anticipates and exceeds new European Drinking Water Directives,” she explains.

The Idealrain Family offers a complete shower kit featuring one of the flattest handspray designs in the market. With sleek and contemporary design – from sliding bars to complete shower systems – the Idealrain family’s luxurious fixed rain-shower heads are a good complement to a handspray.

“With its graceful, soft and rounded design, the classic Idealrain range offers an elegant modern warmth, while Idealrain Cube’s square design is ideal for those who enjoy the clarity of design inspired by geometry. It is a perfect match for bathroom ambiences, inspired by modern minimalism.

“Idealrain Pro is specifically designed for hotels, public washrooms, and other non-residential locations, being a robust and attractive shower solution with extra durability that saves money while offering reliable performance and an enjoyable showering experience. Idealrain Family handsprays’ precision-designed flow engine delivers optimal spray performance. The additional, easily fitted and removed flow restrictor reduces water consumption in high-pressure systems from 18.5 litres to just eight litres with no loss of flow,” she says.

Idealrain Family ... ‘flattest’ handspray designs.

Yet another collection, Simplicity combines simple design lines and reliability. “The complete range of toilets, bidets, basins and urinals has been designed to work together perfectly, making it the best way to create a bathroom simply and economically,” she says. “ All Simplicity products are made in Britain and the Ideal Standard quality controls ensure that they are within precise tolerances, guaranteeing a perfect fit every time. The simple design lines of Simplicity adapt to any bathroom style, from traditional to modern, matching your personal style and mood.”

According to Hamill, Ideal Standard will soon introduce the vertical shower.

Complete solutions and coordinated design in the bathroom is becoming one of the key elements in a consumer’s buying process which is the company’s priority. “Our wide product range is designed to help consumers personalise their bathroom according to their taste and needs, as well as to offer practical use of space,” he says.

He continues: “The Middle East is a very important market for us from a strategic point of view because this region is where we see real growth, and positive developments are going on with general economic growth. There is demand for high quality products as the region has a number of good hotels. The combination of potential growth and high-end products like ours is good.”

“We are doing well in the region and hope to grow 20 per cent for the next two to three years. In general, the years 2013, 2014 and 2015 are looking extremely positive.

“In combination with our steady growth, there are big events taking place in the region like the 2022 Fifa World Cup in Qatar and the Expo 2020 in Dubai.”

“Our innovation process focuses on developing products specifically for this region, products that save water and energy. At the same time, we recognise the demands of hotels where high-end, aesthetically-appealing products are required.

“We are the only company that addresses all aspects of the bathroom; we do sinks, taps, bowls, showers, while our competitors in the market either focus on faucets or sanitary ware.

Dotsia points out that all Ideal Standard products comply with the local norms and specifications, such as Estidama, Abu Dhabi’s sustainability framework.

Ideal Standard is faring well in the region’s hospitality sector as well as the non-residential sector such as hospitals and schools for which it has specifically designed products. “An exception is the Saudi market, where there are huge investments in the residential sector as well. In the UAE too, the residential sector market is moving again. About 20 per cent of our business in the residential segment comes from new builds and the balance is from the renovations,” says Hamill.

Some of the notable projects the company has been involved with in the UAE include the Burj Al Arab and Burj Khalifa in Dubai.