In Review: Ideal Standard’s Atelier Collection


‘Atelier’ literally means a workshop or studio used by an artist or designer. Giving it a relevant and clever spin is the Atelier Collections showcased at the Ideal Standard Design and Specification Centre in Dubai. This collection boasts sanitary and bath products that have significant contributions from proficient architects and designers of the past and the present. However, the one name that shines across the ranges is that of Roberto Palomba, designer of the Centre, Founder and Principal Architect at Palomba Serafini Associati, and Chief Design Officer at Ideal Standard.

“Roberto Palomba, a prominent designer and architect based in Milan, with whom we have partnered for more than four years, initially focused only on products, but the company has now involved him in strategy as well. This is so that design is not only part of products, but of everything we do. When Roberto came over and saw the space for the Centre for the first time, he fell in love and his mind clicked. He said, this room will not be yours. It will not be mine. It’s not even the one from the brand, but through all the windows, it will belong to the street, to the onlookers”, enlightens Frederick Trzcinski, Vice President Marketing and Innovation Middle East and Africa at Ideal Standard MENA.

As light floods the centre, bringing to attention the sleek and stylish products, the brick-orange color that is used across all Ideal Standard locations in the Middle East stands as a strong reminder of recognition. The Design and Specification Centre is a space where designers and clients can come to physically see the products and play around with them at the ‘Inspiration Table.’In a premise positioned for storytelling, even the product review had to begin as a narrative. “I noticed something as we were walking in – they started with introducing the Tipo-Z washbasin that’s like a vintage model that we revisited. So they started like it’s as if they’re telling the story. So we’re starting from back in the sixties and then moving on from there”, says Joanne Metni, Senior Designer at JT+Partners.

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