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Ideal Standard turns to design agency Seymourpowell to create luxury bathroom range

Seymourpowell has designed the range to look soft and flowing

Ideal Standard has engaged design and innovation company Seymourpowell to design an entire luxury bathroom range combining aesthetics with functionality.

The design challenge saw Seymourpowell tasked with combining beautiful style and design with solid functionality and ease of use. Seymourpowell’s key driver behind the design was to create a more human, emotionally satisfying environment removed from angular, minimalistic and geometric lines.

The soft flowing look and feel of the range, which includes basins (vanities, vessels and totem), furniture and mirrors, toilets and bidets, takes design cues from poised, feminine curves.

Of the design, Seymourpowell co-founder and director Dick Powell commented: “With everything we do, we start with people. In the intimate space of the bathroom, that means being more human and less geometric in a market which is otherwise deeply saturated with the simple geometry of minimalist products. We characterised that objective for Dea with the words 'Accessible Beauty'. 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.”

Ideal Standard marketing director, Mike Pentecost, added: “With Dea, we have combined the ergonomic know-how for which Ideal Standard is renowned with high-end styling and design flair. Seymourpowell has left no detail to chance. From materials to technology, sophisticated ceramics to clever storage, and a rich spectrum of colours, every element has been carefully thought through.”

The range will be available for purchase from May.

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