“The daily rituals of cleansing are extremely intimate. When I design for VitrA I do everything I can to make that experience as pleasant as possible,” says Ross Lovegrove, who is also a spokesperson for the brand. The London-based designer is a pioneer of 21st-century industrial design. By embracing the potential offered by digital technologies, and incorporating it into his belief that the natural world holds most of the answers to good design, his aesthetic is one of organic forms inspired by principles of evolution and microbiology.
So far Lovegrove has developed three ranges for VitrA: ?stanbul, MOD and Freedom. The ?stanbul collection won the Wallpaper Design Award for Best Bathroom, a Good Design Award and a Red Dot Design Award in 2006, followed by the Elle Decor International Design Award in the bathroom category in 2007. Most recently, VitrA received a second Good Design Award for Lovegrove’s latest collection, Freedom. A fourth collection is currently in the pipeline.