VitrA’s Innovations That Reshaping the Bathroom Experience.
ISH, the world’s largest trade fair for building products was held in Frankfurt in March 2025, brought together industry leaders and cutting-edge innovations. Eczacıbaşı VitrA, participating for the 21st time, unveiled its VitrA Grid product portfolio, acclaimed for its ‘mix-and-match’ versatility. Visitors to the VitrA stand also discovered the latest washbasins, fittings, and bathroom furniture.
This year, VitrA’s ISH stand brought its ‘Design for Life’ philosophy to life through the theme of ‘again,’ inviting visitors to reimagine, rethink, and reshape the role of design in the bathroom. The SustaINdex project—an industry first in sustainability—also made its debut at ISH, underscoring VitrA’s commitment to forward-thinking innovation.
Reshaping life in the bathroom
Designed in four distinct sections, the VitrA stand highlighted the brand’s strengths—its extensive product range, innovation capabilities, and design expertise. VitrA Grid, which reshaped bathroom planning, streamlined space design by offering a wide range of stylish, functional, and adaptable solutions that catered to different styles, spaces, and needs. With a thoughtfully structured approach, it enabled seamless coordination both within and across collections.
VitrA Signature, a series of timeless collections developed in collaboration with leading international designers, reimagined aesthetics in the bathroom. Combining deep design expertise with exceptional craftsmanship, it transformed bathrooms into inspiring living spaces.
At ISH, VitrA invited visitors to rethink the bathroom experience in the innovation area of its stand. Inspired by consumer insights, cutting-edge products redefined wellness and hygiene in the bathroom. Visitors explored the Sense Hybrid washbasin and kitchen faucet, hand and overhead showers, and bath and shower faucets designed to stay cool to the touch—each one enhancing comfort and convenience.
A first for the industry; SustaINdex was launched at ISH
VitrA’s new messaging, ‘We are re-measuring the future,’ was showcased in the sustainability-focused area of its stand at ISH. Staying at the forefront of global advancements in products and sustainability, VitrA introduced the SustaINdex project for the first time at ISH—a groundbreaking initiative born from in-house entrepreneurial spirit and developed in collaboration with universities.
A first for the industry, SustaINdex pioneered a calculation methodology that holistically assessed the social and environmental impact of products throughout their entire life cycle. Using this approach, VitrA evaluated, graded, and continuously enhanced the sustainability profile of its product portfolio.
New products that created a buzz
Other standout innovations unveiled at VitrA’s ISH stand included the V-Care smart toilet family, which seamlessly blended design and comfort, QuantumFlush technology, which harnessed the power of water for enhanced hygiene, and V-Fit, a newly developed installation set for concealed cisterns.
VitrA also showcased the world’s first and only 100% recycled ceramic washbasin, presented alongside a toilet seat made from 92% recycled raw materials, which generated 80% fewer carbon emissions than standard products. Among the faucet collections, Minimax Round & Square drew attention with a variety of size options and an extensive color palette.
Wide range of bathroom furniture
VitrA also presented its latest bathroom furniture at ISH, featuring collections that combined contemporary design with practicality. The new Integra Round & Square collection refreshed bathroom spaces with its modern aesthetic, an extensive product range, and on-trend colors. Offering versatility, it included vanity units and countertop modules, allowing for flexible and personalized use.
The new Gala collection introduced spacious storage solutions for make-up units, enhanced by integrated LED lighting and a new tall cabinet concept, transforming bathrooms into stylish yet highly functional spaces. Meanwhile, the Plural collection, designed by the acclaimed Terri Pecora, expanded storage capacity in luxury bathroom furniture with newly integrated solutions, ensuring both elegance and practicality.
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