UK startup Hidealoo and its foldaway toilet mechanism has been recognised with a European Product Design Award.

It was presented Top Design Award in the Home (Household Products) Bathroom Sanitary Equipment category, at the 2023 European Product Design Awards.

The awards recognise and honour the expertise of international product and industrial designers, striving to improve daily life with their creations.

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Hidealoo has also been named in KBN Most Wanted Awards 2023 and is a finalist in Kbb Birmingham Product Innovation Awards.

It features a steel mechanism allows the toilet pan to be swivelled through 90˚, allowing it to be concealed within a cupboard or wall recess when not in use.

Designed to address the challenge of installing WCs in small and hard to fit spaces, it has also been created to open up sales opportunities for ‘lootilities’.

“We are honoured to be a winner in the European Product Design Awards,” commented Hidealoo’s founder and inventor, Monty Ravenscroft.

“Our vision has always been to enhance everyday living through clever and thoughtful design, and it has taken more than five years of development, engineering and testing to perfect the Hidealoo.”

He continued: “There is nothing else like Hidealoo on the market and what continues to amaze us is the infinite number of ways our customers are using the frame to solve their individual needs.

“While around 25% of current installations are going in traditional bathrooms, the vast majority of the frames are being used to fit toilets in more unusual locations, particularly within utility rooms.”

 The Hidealoo frame is manufactured in Britain and can hold up to 400kg in weight. It has been tested through 250k uses – reportedly the equivalent of being moved more than 10 times a day for 65 years.

Since launching in 2023, Hidealoo can now be found in homes across the world including Singapore, Romania, Austria, Germany, Slovenia, Ireland, and the USA.

Go further and read our exclusive interview with founder and inventor Monty Ravenscroft.