Ideal Standard has announced a unique series of hybrid events, the Together World Tour, blending an innovative digital format with the attractions of a physical event location.

What do Milan, Berlin, London, Paris, Dubai, and Shanghai have in common? Those cities are iconic capitals of the world and also the bases for Ideal Standard’s innovative hybrid event designed for the international Architecture & Design community. The Together World Tour will address this global audience through an innovative fusion of digital content and physical interactions across these key locations.

The event will unveil exclusive world-premiere product launches, dwell deeply into the design culture of each of these world capitals and offer a series of “unforgettable moments”. It aims at combining the best of the two worlds, digital and personal. Its ambition is to inspire and entertain.

Hearst Global Design have been chosen as strategic partner for the launch, with the exclusive involvement of Elle Decoration – the largest and most influential design title in the world; present in 28 countries, with 25 editions. The media partnership distinguishes itself through an integrated approach across all media channels and presents significant promotional opportunities thanks to its global reach. By supporting the campaign with a schedule of content across both print and web editions, social media networks and magazines, Hearst’s input will stimulate far-reaching awareness and engagement.

“The Together World Tour begins in Milan, the capital of design and home of the Global Design Centre of Ideal Standard. This city for so long has been the source of our inspiration. The event will be an energetic story bringing to life the fashion and lifestyle inherent to Milan” says Ideal Standard’s Chief Design Officer, Roberto Palomba.

Promising to inspire and delight, the tour will give a global audience of architects and designers, the trade and business community and design lovers of all kinds a front row seat to the launch of stunning new collections.

Ahmed Hafez, Chief Executive Officer of Ideal Standard MENA, explains why he believes this approach is the future for the brand and for the industry: “The pandemic has changed the rules for traditional physical events. Rather than simply offer an online showroom, we have invented a new way to connect with our customer base all around the world, digital and personal, a dynamic experience enabling us to explore the values of our brand and resulting in what we believe will be a journey of unforgettable moments of inspiration and delight.”

The first event of the Together World Tour will be held on April 21st, 2021. It begins in Milan and will then continue throughout 2021 and into 2022 visiting 6 global capitals including Dubai. The event day will be packed with a mixture of live and streamed content, simultaneously translated into several languages. The interactive experience encourages participants to engage with the live event, click to discover new collections, or zoom in on a location to unlock exclusive content.