(toskanews) – Reinterpreting the bathroom as ever-evolving spaceexplore new technological possibilities and speak to the Italian market: these are some of the aspects that characterize the presence of Villeroy & Boch at the Milan Design Week, with the exhibition Design Continuum: A Study in Sensory Experience created together with the creative studio Elastique.
«We thought – he explained ad askanews Safak FilaSales Director Southern Europe and GM for Italy of Villeroy & Boch B&W – to not only present a product, but to present a concept. Milan is probably the location where the world of bathroom evolves, so with this event we want to tell how in our opinion this world evolves, us together with the community that then participates and all the people who participate in this event. So we created aimmersive experience to tell a little about what materiality is, what technology is, what the evolution of the product over the years is. This is what we try to tell in this location in Foro Buonaparte which is our new home for the show and not only that, also for what will be the future of the group in the Milan location”.
Bathroom, sensorial narration at Milan Design Week
The installation wants to translate into a spatial narration the way in which design shapes perception and influences our senses, reflecting a common vision: conceiving the bathroom not as a static and functional space, but as a constantly evolving environment, which arises from the interaction between materials, technology and human gesture. The exhibition presents a series of innovations: from 3D printed ceramic with 100% internally recycled material with Antao 3D, to the material finish of Antao Earth and the sensorial surface of Artis Sense, up to the technology of new generation taps.
The importance of the Italian market
«Of all the markets – concluded Fila – certainly the Italian one, for the world of design, but not only, is key for Villeroy & Boch due to the presence of the brands. Ideal Standard is a consolidated brand on this market, a very strong distribution works a lot with the contract world: what we are trying to do in a strong way is to bring Villeroy & Boch into the minds of the consumer, of architects, designers, so we are trying to integrate the two brands in the best way. The very important thing for this market is how perfectly the two brands combine, so we manage to make them both live with their own key positioning, with their own interlocutors to whom both refer for the current moment, but also for the coming years”.
At group level, 2025 ended with revenues of approximately 1.4 billion euros (+1.8%), with a division bathroom which exceeded one billion euros in turnover, growing by 2.3% thanks also to the contribution of acquisitions, and with an operating profitability stable at 65.2 million euros.
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