Ideal Standard to showcase pioneering Belgian designs at Expo 2020

Publish July 15, 2021
real estate

Ideal Standard Mena, a part of Ideal Standard International, the leading manufacturers of bathroom solutions with headquarters in Belgium, has announced its strategic partnership with the Belgian Pavilion for Expo 2020 Dubai.

During the event, Ideal Standard will be celebrating “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.

It will host exclusive product launches, exquisite events, and a showcase its latest products and collections, among which are collections designed by world renowned designer Robert Palomba from

Palomba Serafini Associati Studio.

Also in the spotlight will be 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, said the company in a statement.

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, and at the Expo, the country will be represented by the theme of ‘Smart and Green Belgium 2050’.

Ideal Standard Mena CEO Ahmed Hafez said: “Ideal Standard, since its inception, has stood for design and innovation, aesthetics and form, and engineering excellence. The Belgian pavilion gives us the opportunity to embrace our history of pioneering innovation and to 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,” he stated.

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 and therefore, this partnership will enable us to showcase our drive towards innovation and sustainability. We, earnestly, welcome Ideal Standard on board,” noted Drubbel.

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, he added.


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