Ideal Standard unveils ultimate balance of form and function with Dea range

Published on : Monday, April 14, 2014

idealstandardIdeal 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.

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.


Basin units have been created with masses of space for beauty products, making them both functional and beautiful.
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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