Ross Lovegrove presents VitrA MOD, a new bathroom range for Turkish brand VitrA. The collection will be launched at the ISH trade fair in Frankfurt between 6-10 March. This second collection is a response to brief from the client that asks for a vital and clean solution that elevates the mid segment product range. It is not intended as an extension series to Istanbul but as a completely defined language that compliments the successful architecture of contemporary industrial design and also the emerging influence of controlled linear graphic interior design.

The challenge was set to identify a design logic that would result in an intelligent modular system with subtle references to the economic every day use of water. Ultimately I have studied the production processes once again to thin down and lighten the ceramic in order to reduce material mass, firing time and ultimately cost so that all aspects of the design philosophy are reflected in the universitality of the series.

The series is totally versatile and adaptable to most architectural situations and is compact enough to be a practical solution for most cultures globally. The hardware has undergone the same intense process of reduction and organic mineralization in search of a complete product offering that harmonizes across materials, functions and typologies.

Designer: Ross Lovegrove