World leader in bathroom products VitrA was able to “blow away” visitors to the recent Sleep exhibition, with a new range of Freedom bathroom products that showed how form and function could be taken to a new dimension. On an innovative stand with constant mood changes through subtle music and background colour changes, VitrA received extremely favourable comment and a high level of admiration for Freedom.

Teaming up again with designer Ross Lovegrove, VitrA gave a brief to defy convention and enter a new realm of bathroom design. Backed with the enormous and advanced manufacturing and research facilities of the VitrA organisation, Lovegrove has created dreamlike, flowing shapes for the baths, basins, WCs and bidets that puts the Freedom collection onto a design plain never before attained. In this he has succeeded and visitors concurred.

Freedom was one of the most groundbreaking exhibits at the show inspiring visitors to imagine how fitting out public hotel bathrooms could become an exciting and memorable aspect of any exotic visit in itself.

Ross Lovegrove says that his successful and productive 5-year relationship with VitrA has evolved so that in designing Freedom he began from a Genesis point. For instance, he says that the bidet, which should be derived from a basin and not WC, has been fundamentally wrong since its inception many years ago. The tap is now an electronic-like Branussis bird; floating, having its own character, but beautifully interactive in the way it gently delivers water optimally but naturally with a one touch temperature setting control that include either pre-select temperature, or a manual finger-tip dial which echoes the iconic iPod.

This is a collection that entices the user to re-visit the experience as soon as possible.