d27 BATHROOMS / ISH 2019
I DON’T WANT PEOPLE TO THINK OF MY “ ”
NAME WHEN THEY ARE USING A PRODUCT I’VE DESIGNED. I JUST WANT THEM TO BE HAPPY WITH IT AND TO APPRECIATE IT
As well as various new products, Palomba Serafini Associati also created the stand concept for Ideal Standard’s imposing presence in the exhibition, and Palomba ensured that the heritage of the brand and the story of its work with design greats such as Robin Levien – who has designed for Ideal Standard for well over 30 years – should be properly represented. He also wants to help to foster a new openness about design.
“As a designer, I want to be honest,” says Palomba. “I want to make honest design, simple design. I am really fed up with the circus of design that is killing this profession. You can decorate your creation, but the value of what you are showing has to be tangible and clearly understandable by the people.
Palomba is keen to emphasise the critical difference between simplicity and minimalist. “When we talk about ‘reduction’, it’s not just minimalism. It’s a conscious way of using materials and energy. I don’t care about minimalism – my work is simple, conscious, and reductive, but that doesn’t mean it cannot also be complex in a way that minimalism is
not. I don’t like labels, I prefer values. I’m not sure a word even exists to express this kind of ‘simple-ism’.”
“Working for Ideal Standard is a great opportunity to think and imagine a new vision, but also a great chance to create a new culture, something the company is completely steeped in.”
As much as the announcement of the partnership was big news for Ideal Standard, it was an equally momentous part of the bigger picture for Palomba. He says: “For me, this is my last destination. I don’t want to change to lots more brands now, I feel like I am too old to keep doing that for short-term projects.” He’s quick to add: “I don’t want to stop working, but I want to change the way I’m working. I want my projects to be bigger and more meaningful and to do that, I need to work with someone I can trust and who trusts me. This collaboration with Ideal Standard is a marriage and we’ve chosen ISH to celebrate the marriage in front of everybody.”
During the press launch at the show, Palomba spoke about some of the designers whose work has played a part
in the history of the Ideal Standard brand, ensuring its global reputation for design. He believes now is the time for him to make a similarly lasting impression. “Much of my work up to now feels like it was one cycle of my life, but this time I feel like I want to create something that is mine. I’ve done a lot, but this gives me an opportunity to make sure some other designer in the future will be showing slides of my work and explaining how my work made a difference – not for my sake, but for the sake of Ideal Standard as a brand. If I don’t do a good job, there will be no other designer telling the story about this brand.”
He says that he has done a lot in the last 25 years – much that he is proud of – but believes it is often the case that brands simply consume a designer’s ideas. “This is fine as it is how the industry works; after all, design ideas keep the business working just like fuel powers a car. But now I have the chance to make part of the history of such a big and important brand.”
“I don’t want to be arrogant but I want to be conscious about what I can deliver.
designer kitchen & bathroom
designerkbmag.co.uk
MAY 2019
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100
