Hotel Designs has just carried an incredibly glowing report on Ideal Standard’s Aesth|ethics event in Venice. Read an excerpt and the full article below.

Ideal Standard just showed the industry how pop-up installations should look

Ideal Standard made the bold decision this year not to exhibit at ISH. Instead, the bathroom brand invited 30-plus international media representatives, including Editor Hamish Kilburn, to Venice for an exclusive viewing of its Aesth|ethics pop-up display. While there, Kilburn managed to speak to Chief Design Officer Roberto Palomba about what to expect in the future…

Every so often, among the sea of its competitors, a brand charges ahead in a completely different direction. At first, it may seem reckless. But ripples build into larger waves. Ideal Standard, this year, has given its classmates a lesson in how to do pop-ups with meaning and passion by taking the international design media’s focus away from Milan Design Week for a minute to focus on Venice of all places to discover what the brand has been working on. And it did so in effortless style, complete with a water taxi transfer from airport to pop-up – now that’s just showing off.

Read the full article here.