Press release -
Pura: A homage to naturalness and sensory appeal
Time to stop and breathe. In today’s fast-paced world, we long for peaceful moments of absolute authenticity. We appreciate the genuine tactile appeal of natural materials and the soothing aesthetics of soft white and nude shades. Naturalness is the new statement, and the feeling of home is the true luxury that nurtures body and soul. Villeroy & Boch captures this mood in the new Pura crockery collection: a fusion of absolute naturalness and sensory appeal for the table.
Natural light appearance with flowing lines
Featuring a shape inspired by the pristine beauty of the natural world, Pura conveys an amazing impression of weightlessness that blends effortlessly in every environment. Pura’s harmonious flowing lines evoke images of a lotus leaf gliding on water. The harmonious silhouette is an ode to nature and infuses every table setting with subtle elegance.
The perfect stage for sensory enjoyment
Made from exquisite Premium Bone Porcelain, Pura combines an almost silky texture with Villeroy & Boch’s design expertise in delicate tableware that provides a perfect showcase for all kinds of culinary creations. The pure white porcelain creates a perfect stage that projects every dish – from a simple snack to a gourmet meal – into the starring role. Each of the 16 items in the Pura collection features a deliberately understated, simple yet sophisticated design that places the emphasis on the first sip of espresso in the morning, afternoon coffee with friends or a special dinner with guests.
Pura is a collection that integrates flexibly in all kinds of interior design styles, always adding its own distinctive touch of lightness, elegance and pure nature.
Available in April 2026.
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The Villeroy & Boch Group is one of the global leaders in premium dining & lifestyle, as well as bathroom and wellness products. Founded in 1748 and headquartered in Mettlach, Germany, the company stands for innovation, design and quality. With its two main brands Villeroy & Boch and Ideal Standard, the Group has about 12.000 employees and is present in around 140 countries worldwide.
