In an exclusive interview, HN talks with Marketing and Innovation Director for Ideal Standard, Middle East Fredrick Trzcinski to learn more about the innovations introduced by one of the world’s oldest multinational bathroom, sanitary ware and plumbing fixture companies.
What novelties has the brand introduced since inception to the modern world?
From the invention of the single-lever tap to the development of the ceramic disc cartridge, Ideal Standard has a rich heritage in creating bathroom products and innovations that positively shape the future of modern living. Another prime example is the revolutionary AquaBlade® technology designed to give high levels of cleanliness in toilets, even at low water volumes resulting in greater levels of sustainability and hygiene without compromising on efficiency. We embed this exclusive and patented innovation into all of Ideal Standard’s pioneering solutions. It is a truly groundbreaking piece of bathroom technology, a milestone in the history of toilets and a game-changing innovation that moves our industry forward.
What differentiates the brand from all others?
Our special recipe for success lies in our long history of innovation and design. A history in working with master designers like Gio Ponti in the 1950s and Paolo Tilche in the 1970s and combining cutting-edge technologies with avant-garde aesthetics to accompany society’s evolution and redefine the role of the bathroom within it. Like no other player in the industry, we can build on deep design heritage as well as broad manufacturing expertise in each of our core categories, ceramics, fittings and bath tubs/trays.
What can you tell me about your Middle East operation?
Ideal Standard has carved a niche across the GCC and MENA region for nearly half a century with its world-class brands and exclusive bathroom solutions to cater to the discerning tastes of its customers. Dubai is an interesting growth market for Ideal Standard and we are committed to increase our business here. With multifaceted project offerings, coupled with our wide range of products, we are confident of our promising growth here, ensuring that every one of our products is made to the highest quality standards and requested specifications and norms specific to the region. It is the promise we make to our customers, our trusted partners and the millions of people who use our products every day all of whom we consider to be part of our evolving family.
Are there any restrictions when it comes to the types of products sold in the region?
Our range of products is comprehensive enough that we can offer our customers the ideal product solution. These are comprised of groundbreaking design combined with the latest water and energy-saving technologies. Such flexibility allows us to adapt easily with any project or environment whether it is F&B, hotel, healthcare, commercial or residential regardless of culture, region or budget.
In terms of innovation and design, how is the brand improving users’ lives?
For more than 100 years, Ideal Standard is focused on innovation and design to make life better for customers. People demand a high standard of personalized experiences even in the most public of places. At Ideal Standard, we’re working to deliver that experience by innovating to create private and public bathroom solutions that can respond to the lifestyle needs of today and tomorrow with a new vision on form and function.
The company, last year, partnered with renowned Italian design studio Palomba Serafini Associati marking the ‘the beginning of a new era, so what can you tell us about that?
The new collaboration with Palomba Serafini Associati builds on Ideal Standard’s strong design heritage working with some of the world’s most iconic master designers to redefine design for modern living. The first outcome of this collaboration has been unveiled at “ISH 2019”, the world’s leading trade fair on the responsible management of water and energy in buildings. It comprised a range of unique ceramics and fittings, as well as furniture and a bathtub, and in a bold move, we saw a return to the use of colors to enhance modern interior projects.
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector.
Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC).
She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book.
She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter.
Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler.
It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
