Saudi Projects interviews Frederick Trzcinski, Vice President Commercial Ideal Standard MENA.
SAUDI PROJECTS: Can you share an overview of Ideal Standard’s recent product launches and how they reflect the company’s vision for the Saudi market?
FREDERICK TRZCINSKI: Ideal Standard’s recent product launches demonstrate its commitment to innovation, sustainability, and design excellence, catering to the evolving needs of modern architecture and construction. Among the latest innovations, La Dolce Vita, a collection inspired by timeless Italian elegance, brings a harmonious blend of luxury, comfort, and functionality, reflecting Ideal Standard’s deep-rooted design expertise. Alu+, a stylish and sustainable shower system, introduces a sleek aluminium design that enhances both durability and water efficiency, while Solos, an all-in-one basin and faucet solution, seamlessly integrates technology with aesthetics, creating a minimalist and sophisticated bathroom experience.
The Gusto kitchen collection elevates functionality with premium design and precision, while Ceratherm Navigo showers offer intuitive temperature control and enhanced safety, ensuring a superior showering experience. Additionally, the Ultraflat Evo shower trays combine modern aesthetics with practical performance, offering seamless installation and improved drainage for contemporary spaces.
By consistently introducing cutting-edge, high-performance, and sustainable solutions, Ideal Standard continues to set new benchmarks in bathroom and kitchen innovation, reinforcing its position as a trusted partner for architects, designers, and developers worldwide, and supporting the fast-developing Saudi market and its ambitious Vision 2030 goals.
SAUDI PROJECTS: How does the La Dolce Vita® collection represent Ideal Standard’s commitment to combining design and functionality for modern construction projects in Saudi Arabia?
FREDERICK TRZCINSKI: La Dolce Vita® features solutions for the entire bathroom, from vanities and vessels, toilets, bidets and bathtubs to mixer taps, shower products and accessories. What’s more, the new range is compatible with Ideal Standard’s wider product portfolio, thanks to the company’s Singular™ philosophy, meaning designers and customers can indulge in whatever suits their vision.
SAUDI PROJECTS: Sustainability is becoming increasingly important in construction. How does Ideal Standard incorporate sustainable practices and technologies into its product range?
FREDERICK TRZCINSKI: With sustainability as a central pillar of its business, the Villeroy & Boch Group is committed to building a more sustainable future. The Ideal Standard brand contributes to this strategy by reducing CO₂ emissions, using recycling processes, eliminating unnecessary plastic from packaging, and developing products that help save water and energy. Acting responsibly is crucial to our success and delivers lasting benefits to our partners, customers, and employees.
- Reducing Our Carbon Footprint – Achieving carbon neutrality is crucial for a better tomorrow. We’ve invested in technology to save and recover energy, and we’re transitioning to renewable electricity in many facilities. Our German fittings plant’s new solar campus generates green energy on-site.
- Greener Packaging – Our goal is to eliminate single-use plastics in all our packaging. We remove unnecessary packaging, use recycled materials, and ensure virgin cardboard is Chain of Custody-certified when recycled options aren’t available.
- Recycling and Waste Management – Our zero waste to landfill initiative ensures we recycle 100% of our brass and acrylic waste. We currently recycle 70% of our ceramic waste and are actively working to achieve 100% recycling in the near future.
- Protecting Natural Resources – We replace virgin timber in bathtubs with Bagasse, a sugar production by-product. Our furniture uses sustainably sourced wood from certified forests, and we develop water-saving products.
- Transparency with EPDs – We have published independently verified Environmental Product Declarations (EPDs) for over 5,000 products. An EPD is a standardised and verified report that communicates transparent and comparable information about the environmental impact of a product.
- Employee Safety and Diversity – Our products are made in safe, healthy conditions that promote diversity and inclusion. We ensure all suppliers comply with our Code of Conduct and follow a holistic sustainability path.
EcoLogic
We want to make it as easy as possible for our customers to make sustainable choices across all bathroom categories. This requires us to rethink our production processes and reduce the ecological impact of our products over their entire lifespan. That is why we developed EcoLogic – a new approach to product development that focuses on four values, allowing us to integrate sustainability in our manufacturing processes and our finished products. The four values touch every phase of a product’s life-cycle and focus on reducing CO2 emissions and waste, saving energy, water and other natural resources, promoting hygiene and protecting vulnerable users.
We want to make it as easy as possible for our customers to make sustainable choices across all bathroom categories. This requires us to rethink our production processes and reduce the ecological impact of our products over their entire lifespan. That is why we developed EcoLogic – a new approach to product development that focuses on four values, allowing us to integrate sustainability in our manufacturing processes and our finished products. The four values touch every phase of a product’s life-cycle and focus on reducing CO2 emissions and waste, saving energy, water and other natural resources, promoting hygiene and protecting vulnerable users.
Together, with a holistic approach, we aim for long-term positive environmental impact, integrating sustainability into our core business.
SAUDI PROJECTS: Ideal Standard has been a trusted name in the industry for years. What key factors differentiate your company’s products from others in the Saudi construction market?
FREDERICK TRZCINSKI: Ideal Standard has been committed to enhancing life quality for over a century. Today, our mission to push the boundaries of modern living is more vital than ever. We blend bathroom design, functionality, sustainability, and creative vision to provide solutions for residential and non-residential spaces. Collaborating with architects, designers, urban planners, and researchers, we craft bathroom solutions that meet contemporary challenges and elevate living spaces. Our ‘Together for Better’ philosophy emphasizes close cooperation with customers and partners for lasting satisfaction.
Now, with our strategic integration with Villeroy & Boch, we are further strengthening our ability to deliver premium, high-performance solutions that set new standards in design and innovation. This collaboration expands our expertise, bringing together two industry leaders to offer an even broader range of aesthetic, sustainable, and technologically advanced bathroom solutions. By merging design, performance, and sustainability, we continue to create superior products for private and public bathrooms, focusing on comfort, safety, hygiene, durability, and environmental responsibility.
SAUDI PROJECTS: Can you tell us more about the Singular™ philosophy and how it supports developers and architects in creating flexible, tailored solutions for large-scale projects?
FREDERICK TRZCINSKI: Where It All Comes Together – One Singular™ Journey
Singular™ is Ideal Standard’s all-in-one approach to specification, project, and design services, streamlining the entire process with one supplier, one point of contact, and one complete portfolio—eliminating complexity and ensuring a seamless, high-quality solution.
With zero design compromises, Singular™ enables effortless mixing, matching, and pairing across Ideal Standard’s product ranges, guaranteeing that every element fits together perfectly to create harmonious, functional, and aesthetically refined washrooms and bathrooms. No matter the project size, our team of dedicated experts provides tailored guidance and support, ensuring a smooth experience from concept to completion.
Designed for performance and reliability, Singular™ incorporates cutting-edge technology to deliver comfort, safety, hygiene, durability, and efficiency, setting a new benchmark in bathroom and washroom standards. Backed by over 100 years of innovation, Ideal Standard continues to shape the future of bathroom design, offering timeless solutions built on a legacy of expertise, quality, and excellence.
SAUDI PROJECTS: With Vision 2030 driving major development in Saudi Arabia, how does Ideal Standard plan to support the country’s growing demand for infrastructure and real estate projects?
FREDERICK TRZCINSKI: With Vision 2030 accelerating infrastructure and real estate development in Saudi Arabia, Ideal Standard is committed to supporting the country’s transformation by providing innovative, high-performance, and sustainable sanitary solutions tailored to large-scale projects. Through its expertise in design, performance, and sustainability, the brand partners with key stakeholders—including developers, architects, and government bodies—to deliver solutions that align with the highest international standards. The brand’s extensive portfolio of durable and aesthetically refined products caters to the luxury hospitality, residential, and commercial sectors, which are at the heart of Vision 2030’s growth. Additionally, Ideal Standard’s local presence and supply chain efficiency ensure timely project execution, while its commitment to training and knowledge-sharing equips industry professionals with the expertise needed to drive innovation in Saudi Arabia’s evolving construction landscape.
By combining technological advancements, sustainability-driven solutions, and strategic partnerships, Ideal Standard reinforces its position as a trusted partner in the country’s ambitious transformation.
SAUDI PROJECTS: How does Ideal Standard’s focus on technological innovation such as AquaBlade® and PreciTherm and FirmaFlow® and BlueStart®iX benefit both construction partners and end users in terms of efficiency and sustainability?
FREDERICK TRZCINSKI: Ideal Standard’s commitment to technological innovation, including AquaBlade®, PreciTherm, FirmaFlow®+, and BlueStart® iX, enhances efficiency, sustainability, and performance for both construction partners and end users. AquaBlade® offers silent, splash-free, and highly efficient flushing, ensuring superior hygiene and water saving, making it ideal for high-traffic environments such as hospitality, healthcare, and commercial spaces. PreciTherm’s thermostatic mixing technology delivers precise temperature control, improving energy efficiency while ensuring user safety and comfort. FirmaFlow®+ features Click Technology, allowing users to limit water flow and reduce usage by up to 50%, while its LightMove® function enables finer temperature adjustments, preventing scalding and enhancing usability FirmaFlow®+ continues to set the standard for ceramic discs through exceptional engineering and extraordinary durability, offering heat resistance up to 90°C. FirmaFlow®+ delivers incredibly smooth operation for 750,000 cycles, ten times the EU norm (EN817) and enough to last a family of four 20 years. BlueStart® iX integrates touchless technology with energy-saving cold water activation, reducing water and energy waste while improving hygiene and maintenance efficiency. These innovations not only support end users with improved functionality, hygiene, and cost savings but also provide construction partners with durable, water-efficient solutions that align with green building certifications and Saudi Arabia’s Vision 2030 sustainability goals.
SAUDI PROJECTS: What are some of the key challenges facing the bathroom solutions sector in Saudi Arabia, and how is Ideal Standard positioning itself to address them?
FREDERICK TRZCINSKI: The bathroom solutions sector in Saudi Arabia faces several key challenges, including rapid urbanization, evolving sustainability regulations, increasing demand for high-quality and durable solutions, and the need for customized products that align with diverse project requirements. With Vision 2030 driving large-scale infrastructure and real estate development, the industry requires trusted, long-lasting, and high-performance solutions that meet the highest standards of design, functionality, and sustainability.
At Ideal Standard, we address these challenges through our wide range of high-quality, durable solutions, which have been trusted for decades in both residential and commercial projects. We strongly believe in partnerships and work closely with developers, architects, and project stakeholders to assess their specific needs and offer tailored solutions that best fit their requirements. Our team actively engages in understanding the evolving market demands, ensuring that our products provide the best balance of aesthetics, performance, and sustainability.
Additionally, our Product Management and R&D teams are continuously working on enhancing our product offerings, incorporating cutting-edge technologies and sustainable innovations to elevate the efficiency, hygiene, and water-saving capabilities of our solutions. By staying at the forefront of design and technological advancements, Ideal Standard remains a trusted partner in shaping Saudi Arabia’s modern and sustainable built environment, supporting the Kingdom’s vision for a smarter, more sustainable future.
SAUDI PROJECTS: Looking ahead, what are your long-term goals for Ideal Standard in the Gulf region, particularly in terms of expanding your product offerings and strengthening your presence in Saudi Arabia?
FREDERICK TRZCINSKI: Looking ahead, Ideal Standard’s long-term goals in the Gulf region, particularly in Saudi Arabia, focus on expanding our product offerings, strengthening our market presence, and fostering long-term partnerships to meet the region’s growing demand for high-quality and durable bathroom solutions. We are committed to providing innovative, sustainable, and high-performance products that cater to residential, commercial, and hospitality projects while ensuring efficiency, hygiene, and long-term reliability.
Our strategy includes broadening our product portfolio with solutions that integrate water efficiency, smart technology, and advanced functionality, ensuring they align with modern construction standards and sustainability goals. We strongly believe in collaboration, working closely with developers, architects, and industry stakeholders to understand project-specific needs and provide tailored solutions that enhance design and performance.
To further strengthen our presence in Saudi Arabia, we are investing in local engagement and expertise, ensuring that our team remains actively involved in supporting industry professionals with the right solutions for every project. By combining design excellence, superior performance, and long-standing trust, Ideal Standard continues to play a key role in shaping the future of bathroom solutions across the Gulf region.
SAUDI PROJECTS: Any final thoughts or things to add?
FREDERICK TRZCINSKI: “At Ideal Standard, our commitment to design, performance, and sustainability drives everything we do. As Saudi Arabia’s market continues to evolve, we remain dedicated to delivering high-quality, innovative solutions that seamlessly blend functionality with aesthetics. By working closely with our partners and continuously adapting to industry needs, we ensure that our product innovation, we embody our ‘Together for Better’ philosophy, creating lasting solutions that contribute to a more sustainable and dynamic future.”
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