UAE-based RAK Ceramics, a global manufacturer of lifestyle ceramics solutions, unveiled its luxury Quadro bathware collection at the ISH Exhibition held recently in Frankfurt, Germany.

A leading showcase for innovative bathroom design, efficient energy use and high technology, the ISH Exhibition took place from March 10 to 14.

The launch was held in partnership with Italy’s Pininfarina, luxury designer of Ferrari, BMW, Alfa Romeo and Maserati, said a statement from RAK Ceramics.

Targeting high-end customers and five-star hotels, international airports and up-market hospitality segments, Quadro will leverage Pininfarina’s passion for aesthetic designs that last a lifetime, it stated.

The Emirati company said Quadro will provide customers with a sophisticated contemporary bathware suite combining design and innovation with superior functionality and quality through a co-branding venture which encompasses the best of RAK Ceramics and Pininfarina.

Commenting on the alliance, Abdallah Massaad, RAK Ceramics CEO said: "The Rak-Pininfarina alliance provides a strong global foothold for both brands in this unique segment of the industry. We have seen a significant rise in demand for co-branded designer products that transform essentials into luxury, especially in the bathware segment."

"Our customers seek comfort and convenience alongside fashion and sleek designs in their bathroom furniture and Quadro is expected to exceed their expectations," noted Massaad.

RAK is a pioneer in introducing hi-tech innovations including digital technology, slabs, anti-bacterial, glow in the dark, double charge, roll feed and water jet designs in addition to robotic glazing techniques, wide body products and high pressure casting with bathware.

"We chose ISH to introduce this evolutionary art collection considering the exhibition’s international reputation, whereby it hosts more than 2,400 exhibitors from the world’s leading bathware manufacturers and designers," noted Massaad.

On the Quadro launch, RAK Ceramics said this is in line with the company’s growth strategy which includes focusing on expanding core business activities such as tiles, bathware, tableware and faucets in the UAE, India and Bangladesh, and scaling down non-core operations such as contracting activities in the UAE.-TradeArabia News Service