To create a temporary pop-up showroom with zero impact is not impossible. This was demonstrated by Ideal Standard in the spring, by installing a temporary exhibition inside the historic Venice Arsenale. With the intriguing title “Aesth|ethics,” the show combined two concepts on which the brand is working. It set out to narrate the company’s know-how in the field of ‘aesthetic’ design, along with the initiatives of environmental sustainability, social responsibility and governance, recently published in the first annual report.
The site-specific installation created by Roberto Palomba, Chief Design Officer of Ideal Standard, was the focal point of the show. The project embodied Singular™, the design approach of Ideal Standard that explores the multiple possibilities and cross-category alternatives for the bath environment, underlining how the brand’s various collections can be combined in a harmonious way, from a viewpoint that is both aesthetic and functional.
Thanks to the collaboration with Up2You, a Greentech company and certified B Corp that allows the company to reduce its environmental impact, the project was produced with zero emissions, or my precisely by neutralizing environmental impact through concrete initiatives to create a more sustainable future. The company has conducted a complete environmental impact analysis of the event Aesth|ethics, in order to be able to compensate for generated CO2 emissions.
Ideal Standard has chosen two projects that concentrate on conservation and regeneration of forests, to support the battle against climate change. The first, “Kariba Forest Protection,” contributes to preserve almost 785,000 hectares of wild forests and fauna on the southern shore of Lake Kariba in Zimbabwe. The project creates a corridor of biodiversity connecting four national parks and eight safari reserves, while implementing many initiatives for the local communities. The company is also transforming about 22,000 hectares of pastures in sustainably managed forests, to obtain wood products of high value and durability, as well as storing large quantities of carbon dioxide. Both projects meet the Verified Carbon Standard and the Climate, Community & Biodiversity Standards.