Ideal Standard launches Together World Tour
The first leg of Ideal Standard’s Together World Tour, a digital format with all the immediacy and impact of a physical event, was held in Milan on 21 April. Aimed at the international architecture and design community, the platform was created to host exclusive world launches of new collections and as a venue for discussions of design culture. The first leg in Milan saw the presentation of the new Linda-X collection designed by Ludovica+Roberto Palomba as a tribute to the Linda collection.
The Together World Tour will travel through five other major world cities – Berlin, London, Paris, Dubai and Shanghai – and each destination will provide a unique visual and cultural backdrop for the launch of a new Ideal Standard product. Each event will feature a combination of brand new content, simultaneously translated into several different languages, which will engage participants and stimulate interaction through videos, interviews and exclusive information on the togetherworldtour.com platform and the opportunity to discover new collections.
Torsten Türling, Chief Executive Officer of Ideal Standard, comments: “The pandemic has changed the rules of traditional physical events. Rather than simply having an online showroom, we have devised a new way of engaging with our customers around the world, digitally and personally. This dynamic experience enables us to explore our brand values in an emotional journey that offers moments of pleasure and inspiration.”