IDEAL Standard International was at the International Ceramic and Sanitary exhibition (ICS) 2013 in Cairo, Egypt, last month (November 14 to 17) where it introduced its marketing campaign titled ‘A Beautiful Use of Space’ which was launched earlier this year, while showcasing its innovative bathroom and kitchen solutions.

The global leader in bathroom design and manufacture participated as a founder sponsor in this year’s ICS, the Middle East and Africa’s leading event for ceramic manufacturers.

Ideal Standard uses high design principles, innovative European technology and skilled craftsmanship, bringing users a broad array of unique solutions such as its specially crafted kitchen fittings – the Retta, Active, Nora and Mix collections. Its portfolio of ceramic products – Softmood, Connect, Simplicity, Ventuno, and Simply U – embodies the company’s pioneering ‘beautiful use of space’ concept. All products cater to the exacting needs of end-users as well as developers of hospitality and large-scale construction projects.

Retta ... innovative solution.

“Our ‘beautiful use of space’ concept exemplifies Ideal Standard’s philosophy of designing products around our users’ multi-faceted needs,” explains Maged Ayoub, general manager, commercial, Ideal Standard Egypt. “We believe a bathroom should be a living space, not just a functional space. The pioneering concept, coupled with our exemplary design transforms the bathroom into whatever space a user chooses.”

Ideal Standard’s solutions are the culmination of a lengthy design process and collaboration with many of the world’s leading award-winning designers. Blending superb form and function, the special collections have been created by eminent designers such as Jasper Morrison, Francco Bertoli, David Chipperfield, Robin Levien RDI, Cornelia Thies and Artefakt.

Ideal Standard International is a leading plumbing manufacturer worldwide in terms of size, quality, design and geographical market coverage. With more than 145 years of experience and 22 subsidiaries, the company says it has the largest product portfolio of bathroom solutions in the world. Employing more than 12,000 employees, Ideal Standard operates across Europe, the Middle East and Africa as well as Latin America.