Atelier Collections got a fantastic reception from colleagues following the UK internal launch event at the London Design and Specification Centre.
It was attended by key colleagues from sales, marketing, customer service, supply chain and product who will drive the strategy up to and following the external launch in May.
Presenters included Chief Design Officer Roberto Palomba, Group Vice President of Marketing Jon Baillie and, from the UK, Managing Director Stephen Ewer and Marketing Director Katie Cope.
As well as learning about the design strategy and go-to-market plans for this year, it was the first time most colleagues had seen the products in person.
Jack Selby, High Rise Specification Manager – Residential & Hotel Channel, said: “I love the coloured ceramics in combination with the coloured brassware; there are some really daring combinations which I feel will be loved by the interior designers who dare to be different.
“The conversations I will be having with architects and interior designers will now be elevated to a whole new level where we can talk about the overall look and feel of a bathroom rather than just white ceramics and chrome brassware.”
Supply Chain Process Improvement Leader Linda Bentley said: “There are exciting times ahead with the launch of the Atelier Collections.
“Some great product with designs and colours that will allow us to really grow sales in the retail sector and compete for high end specification projects.”
Southern Regional Sales Manager Joe Munday said: “The day was a very exciting introduction to the new Atelier range but also a new direction for Ideal Standard International.
“The brand and range, sitting in-line with Sottini and in areas above it, has plenty of potential but significantly will be a huge tool in changing our brand perception in the UK.
“The products alongside a clear ‘design-led with quality’ mentality will be pivotal in ensuring this will bring Ideal back to the heights of design-led specification allowing us to influence more specification in high-rise, London and beyond.”
The Atelier event began with a discussion of what we as a wider company are trying to achieve with our brand strategy through the collections and the importance of this for the UK.
Roberto then talked about design history and why we should believe that we have the credibility to regain design leadership in the bathroom.
He went on to give an overview of Atelier Collections, the concept, influences and design process before Katie talked about the go-to-market strategy for the specification and retail sales teams.
Tina Robinson and Mihaela Vasileva from the Category teams then gave a detailed presentation of the products to be launch in the UK in May.