Ideal Standard has opened the doors to its  new  Design and Specification Centre in Clerkwenwell, London. We find out why it made the decision to return to the UK’s architectural heartland in a space rooted in fashion history

Having previously closed its architectural and specification showroom The Bath Room in Clerkenwell, following the expiration of its lease, Ideal Standard has returned to the heartland of the A&D community. And what a comeback!

The entrance of Draper’s House features the company’s new logo, latest Ipalyss basin and opens up to the multi-level space

Following an investment of £1million, the brand has stepped up its presence from its former first floor location to a four-storey premises, with a street level presence.

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Marketing director of Ideal Standard UK Katie Cope explains why the company made a return to the area:  “We’ve had plans for a long time to move to a more prominent and larger space, so when the lease came to a natural end we took time to find our perfect location.”

And it previewed to architects and designers during Clerkenwell Design Week, in May.

Great British brands

Located in Draper’s House, the former home of fashion brand Alexander McQueen, the design history and link between these iconic British brands was a powerful connection not lost on Ideal Standard.

In a black and white display reflecting the trend for urban interiors is Sottini’s Vara freestanding bath along with Paglia freestanding bath filler and Ombrone Totem basin with Lambro wall-mounted basin mixer

Katie Cope admits: “There are so many beautiful buildings in Clerkwenwell, we viewed a lot to find the right one. Then we heard on the property grapevine that Draper’s House was going to become available and we instantly knew that was going to be the right location for us.

“It certainly lends an interesting piece of design history to the story of our new, beautiful centre.”

General manager and designer at the London Design and Specification Centre Bart Sobieszczanski agrees saying it not only reflected the company’s vision “but we were immediately in love with the original features, heritage and feel of it. The space seemed to be ideal on so many levels.”

All-inclusive space

After a year of planning, it took 10 weeks to complete the 4,000sqm space, which is created for professionals working across the spectrum of residential and commercial environments.

An in-house team is on-hand to help professional designers throughout the specification process

The Design and Specification Centre brings together all Ideal Standard Group brands under one roof and beneath its recently revised identity and mission statement “Better Together”.

As such, it also has a team of designers based in the showroom to help support trade professionals throughout the specification process using visualisation technology.

Katie Cope says the objectives of the space “really is about bringing people together to inspire new ways of thinking that result in better designed bathrooms.”

And Bart Sobieszczanski explains how the company set out about achieving its aims: “We needed to build a space that would effectively highlight the key selling points of solutions that meet the different needs of varying markets.”

However, Sobieszczanski adds the structure of the building helped Ideal Standard achieve its aims.

He explains: “The different floors really enhance the customer journey, enabling us to zone the different activities, creating a flexible space that is both open and welcoming and private at the same time.”

Following the appointment of Roberto Palomba as chief design officer, the centre showcases his first collections for the company.

These include a revised version of the Conca suite originally created 1972 and taking centrestage at the entrance is the Ipalyss basin, which is available in a choice of 10 colours.

Sobieszczanski points to a “Simple is Beautiful” design philosophy for the centre, which was far from effortless, adding: “We were constantly fighting natural urges to add more – more of everything; more detail, more colour, more products, more complexity. Keeping things simple can be hard.”

Creating a destination

In fact, Ideal Standard didn’t shy away from any difficult decisions, becoming the “new kid on the block” next door to well-known bathroom brands already established in the locality.

Injecting colour into the roomset displays, Sottini’s Ippari assymetric furniture is shown in gloss dark blue blue and dark oak. It is complemented by Fusaro (left) and Stirone (right) basins

So how difficult was it to create a stand-out Design and Speciation Centre in an area renowned for architectural bathroom spaces?

“It was a challenge”, admits Sobieszczanski adding: “We are exposed to big competition, and a serious judging panel among the world’s best architectural and design practices in Clerkenwell and the wider London areas.”

He continues: “Creating a stand-out showroom is easy. Creating a stand-out showroom that is also humble, simple, flexible with longevity built into its approach was much more difficult.”

Making an impression

The success of the Design and Specification Centre will now be judged by the interest-levels of discerning professionals.

Minimalist white styling is showcased with a freestanding bath complemented by white ladder rail chair and towels, with warmth brought through a timber table

Having opened its doors during Clerkenwell Design Week, it has already played host to architectural talks by design historian Libby Sellers on gender politics in bathrooms and Sir Christopher Frayling discussing views on fatbergs and super sewers.

Katie Cope explains: “I think a key indicator is getting positive feedback from visitors into the showroom but it’s of course also the number of professionals we have coming through those doors taking an interest in seeing what Ideal Standard has to offer.”

And she adds: “So far, it’s been fantastic. I’ve heard a lot of positive feedback from visitors regarding the look and feel the space, as well as how our products look in-situ.”

In fact, Ideal Standard goes as far to say its original vision has been created in real life with the opening of its Design and Specification Centre.

Bart Sobieszczanski concludes: “This showroom is a reflection of the design philosophy of Ideal Standard and we achieved our vision. This was to engage with our customers, providing a space they want to use for business, inspiration and entertainment.”