Ideal Standard International | The future of the bathroom sector

Jan-Peter Tewes, joint CEO at Ideal Standard International, discusses how timeless design, sustainability and globalisation will impact bathroom design.

02 Dec, 22

Jan-Peter Tewes, joint chief executive officer at Ideal Standard International, discusses how timeless design, sustainability and globalisation will impact bathroom design and specification

Ideal Standard International | The future of the bathroom sector

When it comes to design trends, one of the biggest changes we are seeing is the evolution of the bathroom as an area that is more connected with the rest of an interior’s design – as well as a space that showcases creativity and expression.

Therefore, it is vital for collections to offer flexibility and variety to consumers and specifiers, as well as allowing for different options to work together, as this provides the opportunity for almost limitless combinations for a design that is truly bespoke.

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Tying into this unique design ethos, at this year’s Salone del Mobile we continued to see a resurgence of colour, both with ceramics and fittings.

This incorporation of a wider colour palette not only helps designers to further connect the bathroom with wider interior aesthetics but offers the chance to create memorable spaces that truly challenge our typical view of what a bathroom should be.

Moving forward, it is important for designers and companies to understand and embrace changing trends and the impact they have, not only on bathroom design, but the wider design of a property.

Backwards look

Heritage was also front and centre at Salone del Mobile, with designers across different disciplines looking to the past to create new and exciting products that can serve a modern purpose.

Ideal Standard International | The future of the bathroom sector 1

Tipo-Z is a reimagination of the Zeta basin, designed by Gio Ponti in 1954, and cast in one piece.


Ultimately by paying homage to key moments in a brand’s design heritage, it’s possible to create pieces that will evoke true emotion with a potential consumer.

By utilising and evolving the designs of the past, collections can be produced that surpass current trends – they become timeless.

Manufacturing excellence is as equally important as design excellence, and quality is the mark of a truly great design.

With modern manufacturing processes, designs can be improved from a functionality and practicality aspect too – finally bringing visionary work, that was originally ahead of its time, to life.

This connection with the past is something we are exploring through our premium Atelier Collections – created in partnership with Palomba Serafini Associati (PS+A) whose cofounder, Roberto Palomba, is also our chief design officer.

By creating products that take inspiration from the past, as well as looking to the future, designers can create interconnected threads that link collections throughout time.

Easing specification

With companies creating enduring collections, architects will have greater access to more quality options than ever before, and this means a new approach to specification is needed to provide specifiers with choices and inspire their designs.

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The latest addition to its Atelier range, Solos combines mixer and basin, with only the spout and control knob visible above the ceramic and no need for an escutcheon ring


Our Singular approach addresses exactly that, offering cross-category solutions that look to inspire designers.

Through Singular, they will be able to pick and choose from across our product portfolio, with design threads that run across collections.

The latest product in our Atelier range, Solos, incorporates cutting-edge technology that allows us to combine mixer and basin, with only the spout and control knob visible above the ceramic, and no need for an escutcheon ring.

Solos is indicative of the need for companies to keep pushing the boundary of what is possible from a creative point of view.


Sustainability touches all areas of our business, from product design to manufacturing.

Whether it is reducing the number of materials being used, ensuring products are built to minimise water wastage, or lowering carbon emissions.

Improving sustainability across our business is critical for us, and it is something that we are very much focused on, particularly around how decarbonisation and the circular economy are connected to the products we produce.

By investing in more energy efficient technology, and converting to renewable energy where possible, like installing solar campuses to power our production sites, we are looking to minimise the environmental impacts of our production processes.

As we continue to look towards the future, we are also making changes to our packaging operations and plan to remove all single-use plastics from ceramics and fittings in 2023.

We are also always looking to manage the natural resources we use in the most responsible way and have removed all virgin timber in our bathtub production, replacing it with bagasse, a by-product of the sugar production process.

We also source 100% of timber used in our products from sustainably managed forests to further minimise any environmental impact and cut back on wastage.

We showcased our new RimLS+ solution at Salone, which create more hygienic WCs that save on water usage.

We also displayed our new Ceraplan iX basin mixer, which combines the flexibility and control of a single lever mixer with the hygiene and water-saving benefits of a touchless tap.

Global and local

Innovations like these are going to be key to the future of the bathroom and washroom sector, not only adding further customisation and flexibility options for customers, but also offering a more sustainable future.

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Created in partnership with Palomba Serafini Associati (PS+A) is the Linda X collection, which is a tribute to the 1997 Linda suite created by Achille Castiglioni.


Investment in environmentally friendly manufacturing practices needs to be front of mind, but also changing how these products are made and where the energy comes from to make these.

It is impossible to ignore the continued globalisation of business.

It is something that shows no sign of slowing down and brands must adopt their approach accordingly.

It is no longer a case of simply responding to the needs of one market, but also considering the wider need of all regions.

Multinational companies need to respond to macro trends, while providing individual regions and territories with flexibility and versatility, helping to suit the needs of end-users.

By offering a wide portfolio of products across all sectors we serve, we aim to inspire our customers to create and specify individual spaces that are bespoke to each project.