Villeroy & Boch and Ideal Standard Unveil a New Chapter in Design with "Design Continuum: A Study in Sensory Experience"

Villeroy & Boch Group with its first joint installation at Milan Design Week 2026

Villeroy & Boch Group joins forces with renowned creative Studio Elastique. to present "DESIGN CONTINUUM: A Study in Sensory Experience" at Milan Design Week 2026, a transformative exploration that reimagines the bathroom as a space of continuous evolution. The installation unites the Group´s two global power brands Villeroy & Boch and Ideal Standard for the first time for Milan Design Week in the company´s Milan showroom before its grand reopening in Summer 2026.

A space in transformation

At Milan Design Week, the Group's transforming showroom will become the focal point of this design evolution. Together with Elastique., known for their transformative spatial concepts and sensory-driven design philosophy, Villeroy & Boch Group moves beyond conventional showroom staging to create an experimental field - a laboratory where light, projection, texture, and scent converge into immersive sensory encounters reimagining what a bathroom experience can be.

Visitors will journey through five carefully curated installations, each exploring design as a multi-sensory continuum. More than exhibits, these are self-contained works of art. The experimental "ready-made look" invites visitors to see beyond polished surfaces into the raw processes of material exploration and sensory discovery.

Design in the DNA – Innovation as Heritage and Obligation

Villeroy&Boch stands for quality and craftmanship, meaningful innovations, and groundbreaking designs. Ideal Standard provides smart design solutions, making contemporary design accessible. The longstanding design culture of both brands acts as a catalyst for innovation - driving the continuous development of materials, technologies, and spatial experiences.

Now, the Group amplifies this legacy with a unique proposition: combining the strength of both brands to demonstrate that the bathroom is far more than a functional space. It is a continuum of experience, constantly redefined through the interplay of material intelligence, sensory perception, and spatial transformation.

“Design is in our DNA and our engine for transformation since our founding days. At Villeroy & Boch, ideas evolve into new materials, technologies open new possibilities helping us to rethink how things are made. For us, bathroom design is about redefining sensual perceptions and creating spaces of wellbeing”, explains Sven Ullrich, Executive Vice President Product and Marketing at Villeroy & Boch Group. “For Milan Design Week, we bring this concept to life in our Milan Showroom in a unique installation together with Elastique., showcasing future-forward design and innovation of our two power brands Villeroy & Boch and Ideal Standard.”

The showroom is open at Foro Buonaparte 70, Milano:

- April 21, 2026: 10:00–19:00

- April 22, 2026: 10:00–17:00

- April 23–25, 2026: 10:00–19:00

- April 26, 2026: 10:00–14:00