VitrA launches Plural

Leading bathroom brand VitrA has collaborated with Milan-based American designer, Terri Pecora, to create a striking new collection that will be unveiled at Salone del Mobile this year. Celebrating wellness and the joy of spending time in the bathroom, Plural is inspired by the heritage of communal bathing spaces and rituals, introducing the bathroom as a social hub where people meet and reconnect with themselves, their close friends and family.

The Plural collection presents the bathroom as an informal living space in its own right by making it the new heart of the home. Terri has conceived organic-shaped design elements that can be used in multiple combinations to form a personalised intimate setting. The neutral colour palette and wood finishes, which are not usually seen within a bathroom environment, bring a sense of warmth and domesticity.

“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’s collaboration with Terri Pecora aims at reinterpreting the traditional bathroom lay-out and encourages new ways of utilising the space. A key feature is the layering and grouping of different furniture pieces that enable them to work together in overlapping heights, colours and dynamic configurations. Some of the basins can also be regrouped at the centre of the room as a contemporary nod to the communal basins used in public washing spaces.

The collection introduces three innovative syphon solutions - one allows the ceramic basins to be placed at various angles as an alternative to the conventional positioning by the wall, encouraging users to face each other and engage with their surroundings. Another has been designed specifically to enable washbasins to be mounted in an open bathroom space while retaining a clean and minimalistic look. The third allows for the fitting of column basins at free angles in the room instead of the more common 90° angle to the wall.

The range also includes two mirrors - one is vertical and can rotate between two basins, while the other is horizontally shaped and angles towards the wall at one end for multiple positioned viewing.

“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. This investigation led us to work with Terri Pecora on the design of the Plural collection, which reinterprets the bathroom as a social hub.” Erdem Akan, Design Director, VitrA

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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 1942, 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.

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.