VitrA introduces its new ‘Living Bathroom’ concept at Salone del Mobile 2018

Leading bathroom brand VitrA unveils its new ‘Living Bathroom’ concept at Salone del Mobile 2018. Presenting the bathroom as an informal living space, the design scheme, introduced for the first time at VitrA’s ‘Time and Intimacy’ exhibition during the 2016 Milan Design Week, has developed into a new furniture and sanitaryware collection created in collaboration with American designer Terri Pecora. Plural, launches at this year’s Salone, will be displayed alongside new additions to VitrA’s existing ranges across six specifically-curated rooms.

“At VitrA, we wanted to create a new methodology that responds to the recent evolution of the bathroom ritual. We focused on the time spent in the bathroom and our interaction within the space rather than the products.” Erdem Akan, Design Director, VitrA

Celebrating wellness and the joy of spending time in the bathroom, Plural introduces the bathroom as a social hub where people meet and reconnect with themselves, their close friends and family. To signify the sense of warmth and domesticity, Pecora has conceived organic-shaped design elements in neutral colours and wood finishes that can be used in multiple combinations to form a personalised intimate setting.

“The Plural collection celebrates a new modern ritual, a contemporary version of shared bathing spaces. I like to call it ’shared intimacy’.” Terri Pecora

VitrA will also showcase new additions to its latest collections as well as some of its bestselling products from its designer collaborations portfolio. Following the ‘Living Bathroom’ concept, Christoper Pillet’s Memoria range features smart room dividers and seating elements that give the user endless opportunities for reinvention to suit their needs. Istanbul, designed by Ross Lovegrove and VitrA’s iconic collection, draws inspiration from Nature’s organic shapes to create an uplifting experience for private and public bathrooms.

A roomset dedicated to Matteo Thun’s Water Jewels collection will be presented. Combined with the Frame range, visitors will experience a diverse showcase of bathroom furniture and sanitaryware units. The calming colour palette of the cupboards and wood finishes bring a homely feel to the bathroom environment.

Finally, Eternity, created by Sebastian Conran, also helps provide wellbeing and greater freedom in defining the user experience. The accessory range includes freestanding pieces that enable the user to tailor a personalised space and enjoy quality time in the bathroom.

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Press contact: For press information, high resolution images and interview requests, please contact Caro Communications: Martyna Skuratowicz, Account Executive: martyna@carocommunications.com Quitterie Vallet, Account Manager: quitterie@carocommunications.com T: +44 (0) 20 7713 9388 W: www.carocommunications.com

Notes for editors: About VitrA: VitrA is part of the Eczacıbaşı Group, one of Turkey’s most prominent industrial groups. VitrA has been supplying UK bathroom retailers for 25 years. Founded in 1958, VitrA is Turkey’s leading sanitaryware manufacturer. In recent years VitrA has expanded into international markets and over 50% of VitrA’s total output is sold outside of Turkey. From 16 production facilities in Turkey, Germany, France and Russia, VitrA produces a full range of bathroom products including over 6 million pieces of sanitaryware, complementary bathroom furniture, baths, brassware and bathroom accessories, which are distributed to over 75 countries on five continents. VitrA is an active member of the Bathroom Manufacturer’s Association. www.vitrA.co.uk

About Terri Pecora Terri Pecora, from Los Angeles, was a former student at Art Center college of Design in southern California and finished her academic work in Milan, Italy in 1990 at Domus Academy. Since then, she has worked in a broad range of fields within the design sector including furniture design, bathroom products, stand design and Retail interiors, eyewear and fashion accessories and children’s products. Aesthetic functionality best describes Terri’s work and she has often experimented with unexpected solutions which set her projects apart. Her goal is to use the potential of each client and design brief to seek out new responses to market needs.

She has also worked extensively as an Art Director for communication and design strategies, coordinating the implementation of projects, selecting graphic designers, photographers, video makers and web designers, and guiding them throughout the creative process. Terri crafts a connection between the vast array of elements within a Brand’s repertoire to create coherent, long lasting and exciting scenario’s to build upon. www.terripecora.net