Promotion: Villeroy & Boch and Ideal Standard have created an immersive installation that reimagines the bathroom as a space of continuous evolution during Milan design week.
Taking place at the Villeroy & Boch Milan showroom ahead of its grand reopening later in the summer, the Design Continuum: A Study in Sensory Experience installation will be the first presented jointly by Ideal Standard and Villeroy & Boch.
German studio Elastique has converted the showroom into an immersive space that combines light, texture and scent whilst also channelling both brands' culture of innovation.
Through five curated spaces, Villeroy & Boch aims to challenge and reimagine what a bathroom experience can be.
"Design is in our DNA and our engine for transformation since our founding days," said Villeroy & Boch Group executive vice president of product and marketing Sven Ullrich.
"At Villeroy & Boch, ideas evolve into new materials, technologies open new possibilities, helping us to rethink how things are made."
Each of the artwork-like installations will explore the process and the materiality beyond the polished surfaces of the brands' ceramics.
The spaces will also spotlight the combined ethos of both ceramic brands – merging the ideals of quality and craftsmanship that Villeroy & Boch are known for with the modern aesthetic and intelligent functionality that represent Ideal Standard.
"For us, bathroom design is about redefining sensual perceptions and creating spaces of wellbeing," says Ullrich.
"For Milan design week, we bring this concept to life in our Milan showroom in a unique installation together with Elastique, showcasing future-forward design and innovation of our two power brands, Villeroy & Boch and Ideal Standard."
To learn more about the event, visit Villeroy & Boch's website.
Design Continuum – Villeroy & Boch Group takes place from 21 to 26 April 2026 at Foro Buonaparte 70, 20121 Milan, Italy. See Dezeen Events Guide for more architecture and design events around the world.
Partnership content
This article was written by Dezeen for Villeroy & Boch as part of a partnership. Find out more about Dezeen partnership content here.