Ideal standard MENA, part of Ideal Standard International, the world’s leading manufacturer of bathroom solutions with headquarters in Belgium, has announced its partnership with the Belgian Pavilion for Expo 2020 Dubai.
With a confluence of innovation and culture, a balance between design and creativity, Ideal Standard MENA joins the Belgian Pavilion with captivating experiences, including exclusive product launches, exquisite events, and showcasing of the latest products and collections, among which are collections designed by the world-renowned designer, Robert Palomba from Palomba Serafini Associati Studio, and Ideal Standard’s Intellimix® – a smart, sustainable faucet, designed to dispense both soap and water with every use, which has won two coveted international design awards, the Red Dot Award for Product Design 2021 and the iF DESIGN AWARD 2021.
Ideal Standard will celebrate “Diversity in Harmony” with the Belgian Pavilion, driving the narrative of innovation and design-forward, creating a synergy between art and technology, and showcasing technological expertise. Situated in the Mobility District, the Belgian pavilion, or the ‘Green Arch’, will showcase the grandeur of Belgium and highlight the innovations, art, culture, techniques, applications, products and materials of the country. Belgium has been leading global efforts in achieving the Sustainable Development Goals devised by the UN. At the Expo, the country will be represented by the theme of ‘Smart and Green Belgium 2050’.
Ahmed Hafez, CEO of Ideal Standard MENA, said, “Ideal Standard, since its inception, has stood for design and innovation, aesthetics and form, and engineering excellence. The Belgian pavilion allows us to embrace our history of pioneering innovation and bring our Culture of Design to the Expo. Together with architects, interior designers, and partners, we continue our journey to create the new standards of modern life.”
Belgium is a vivacious country with exquisite locations, picturesque sites, inspiring architecture and a lot of art and culture. Taking inspiration from the country itself, design, culture and art are weaved into the fabric of Ideal Standard, giving the brand multiple avenues to explore with creative liberty.
Commenting on the partnership, Patrick Vercauteren Drubbel, General Commissioner, Belgian Pavilion Dubai Expo 2020, said, “Expo2020 Dubai is a place where all countries will converge, displaying their progress, building connections and celebrating global harmony. It is one of the most important events of the year, and we are honoured to have partnered with Ideal Standard to enrich our participation at the Expo. Intrinsically, the values, the culture, the future outlook of Ideal Standard are aligned with the values of our country. Therefore, this partnership will enable us to showcase our drive towards innovation and sustainability. We, earnestly, welcome Ideal Standard on board.”
Following the Covid pandemic, Expo 2020 Dubai will be the first major global platform to host 192 countries under the theme of ‘Connecting Minds, Creating the Future, and subthemes of Opportunity, Mobility and Sustainability, enabling the world to become more inclusive and creating a more sustainable future. In line with the Expo vision and mission, Ideal Standard will bring inspirational designs and manufacturing excellence to the Belgian Pavilion at the Expo.
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