Director of SemourPowell, Dick Powell explains the ethos behind the Dea range for Ideal Standard

Q: What is the ethos behind the Dea collection?

A: We put a lot of work into understanding the social and market context for this new range before considering its design. We synthesised all of that into the words ‘Accessible Beauty’ which captured what we aspired to achieve. 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. Beauty 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.

Q: Can you explain the design concept?

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A: The range also needed a signature, or design language, to cement the whole range together harmoniously. Geometry, because of its purity often helps to anchor form. We steered away from completely soft, undisciplined or purely organic forms, because they lack the structure which leads the eye into harmony and an understanding of what we see. We were drawn consistently to an idiom we called Trapzio: a shape derived from a geometrically pure trapezoid, but radiused in its corners and softened in its curves. This gave us the visual discipline which the range needed, but was flexible enough to be adapted to its functionally different product.

Q: Who will be drawn to the product?

A: I see it as democratised luxury – arguably an oxymoron. I think Dea will appeal to anyone who wants a softer, more ‘comfortable’ bathroom, in which beauty, harmony and a touch of femininity combine in a contemporary expression of style.

Q: What do you love about the new range?

A: I love that you can see, across the range, and within each product, the things which we set out to achieve! And the most striking thing is the harmony between all the products so that they work together in any size of bathroom. Which single element about the product excites you the most? At Seymourpowell we always feel the greatest satisfaction when we have had to overcome significant challenges. So, for example, the furniture, with its curved front, which slopes back and away from the knees, was very difficult to achieve within the target cost. A close-coupled toilet is also very hard to do well, as is the super thin toilet seat. The fine edge to the ceramics challenged production techniques too. We are excited too by the two ‘hero’ products, the Totem basin and the free-standing bath.