Ideal Standard Unveils New Bathroom Design

Published on : Friday, August 29, 2014

ideal standardIdeal Standard, the leading provider of innovative and design-driven bathroom solutions has unveiled its latest breakthrough in bathroom design. Dea is a new range of elegant ceramics, baths and storage solutions conceived by award-winning design and innovation studio, Seymourpowell.


Available exclusively to the retail sector, the collection brings together beautiful design and functional excellence. Moving away from the modernist, hard geometric products that are so prominent in the market, towards more curved, flowing surfaces, Dea embodies Ideal Standard’s commitment to creating a beautiful use of space.


Luxury bathrooms are known for meeting high standards in design and creativity, but often fall short in terms of usability. With basins that are too shallow and splash the user when the tap is turned or sharp and unfriendly edges, many ranges are beautiful but not practical. Dea however brings together both form and function to create the ultimate bathroom experience .
“With everything we do, we start with people,” said Dick Powell, co-founder and director of Seymourpowell. “And in the intimate space of the bathroom, that means being more human and less geometric in a market which is otherwise deeply saturated with the simple geometry of minimalist products.  We characterised that objective for Dea with the words ‘Accessible Beauty’. Accessible in two senses – that it be affordable, so not super high end luxury limited to the very rich; and accessible in the sense that it be approachable, useable, practical, comfortable and ergonomic.


Surprisingly, beauty is not a word designers use much, but it speaks to two important aspirations: first, it implies a classic resolution of form with elegance and poise, balanced proportions, simplicity and flowing surfaces and lines. And second, the word implies a sense of softness and femininity, which is so important in the intimate environment of the bathroom”.


Dea’s wide selection of beautifully proportioned, distinctively curved slim rimmed ceramics includes vessels, vanities, toilets and bidets as well as a strikingly sculpted totem.  The range gives plenty of scope for creating individual yet harmonious bathroom designs, however big or small the bathroom space. Every element of the range has been carefully thought through for maximum elegance, still with the user experience in mind.


The baths in the collection are equally impressive, featuring chicly flared sides, fluid corners and slim edges. The double-ended baths, like the basins, have comfort at their core, whilst the modern one piece freestanding baths with thin rims are perfect for use with the new Melange free standing bath filler.


Beautiful basins are deep enough to wash in, but do not splash back when the tap is turned on, while curved front furniture slopes away from the user, allowing them to get even closer to the basin.


Coordinating storage cabinets include a side unit, high cabinet and 1/2 column.
The full range of W.C suites come with a distinctive and luxurious, thin soft closing seat, while bidets are available as either floor-standing or back-to-wall.


From soft-edged open shelf mirror units with integrated LED lighting, round-cornered mirrors with Bluetooth connectivity to coordinating storage cabinets, every piece of furniture in the Dea range offers generous, well planned space to conceal clutter and make the most of the available space.


All storage units in the range come in a choice of gorgeous colours and textures – from gleaming white and neutral beige to glossy dark grey and matt dark wood – giving users the freedom to express their personal style, whilst maintaining a luxurious look.


Mike Pentecost, Marketing Director at Ideal Standard, said: “With Dea we have combined the ergonomic know-how for which Ideal Standard is renowned with high-end styling and design flair to create a collection that will truly stand out in the retail environment.”



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