Bathroom manufacturer Ideal Standard will host a digital World Tour for the international design community, with an ambition to “inspire and entertain”, from April 21, 2021 up to 2022.

Milan, Berlin, London, Paris, Dubai and Shanghai will be the locations for the event, which will address a global audience through a fusion of digital content and physical interactions.

Unveiling exclusive world-premiere product launches, the World Tour will dive into the design culture of each of these iconic cities, and offer attendees a series of “unforgettable moments”.

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The event will include a mixture of live and streamed content, simultaneously translated into several languages.

It will be an interactive experience which encourages participants to engage with the live event, click to discover new collections, or zoom in on a location to unlock exclusive content.

Chief design officer Roberto Palomba commented: “The Together World Tour begins in Milan, the capital of design and home of the Global Design Centre of Ideal Standard. This city for so long has been the source of our inspiration.

“The event will be an energetic story bringing to life the fashion and lifestyle inherent to Milan.”

Participants will also be given the opportunity to individually connect with Roberto Palomba and other key personnel from the company.

Torsten Türling, chief executive officer of Ideal Standard, explained why he believes this approach is the future for the brand and for the industry: “The pandemic has changed the rules for traditional physical events.

“Rather than simply offer an online showroom, we have invented a new way to connect with our customer base all around the world, digital and personal, a dynamic experience enabling us to explore the values of our brand and resulting in what we believe will be a journey of unforgettable moments of inspiration and delight.”

The first event of the Together World Tour will be held on April 21st, 2021 and will then continue throughout 2021 and into 2022.

Ideal Standard recently announced its was pulling Sottini from the UK retail market and absorbing products into its Atelier collection, as part of a global brand strategy review.