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Judges at prestigious industry award ceremony were impressed with Concept Freedom’s mix of style and practicality

Ideal Standard, the leading provider of innovative and design-driven bathroom solutions, scooped the award for Bathroom Product Innovation of the Year for its Concept Freedom bathtub at this year’s KBB Review Retail and Design Awards.

Part of Ideal Standard’s accessible bathroom range, the Concept Freedom bathtub is designed for less able users while still delivering an appealing aesthetic.

It has an extra-wide reinforced ledge that doubles as a seat for carers, is 80mm lower than the standard option and has a step inside to let user get into a seated position and a support rail when getting out. To create the product, Ideal Standard worked alongside dementia and occupational health experts, to ensure the many needs of the potential users’ of the product were met.

The judges were impressed with the product’s combination of practicality and aesthetics, commenting: “Just because you can’t move around easily, doesn’t mean you don’t want great design and aesthetics in your bathroom, something many manufacturers miss.”

Ideal Standard received the award at last night’s ceremony, hosted by comedian Jimmy Carr, which took place at the Birmingham Metropole. 

Katie Cope, marketing director at Ideal Standard, said: “We’re thrilled to have won a prestigious KBB Review Award for one of our best recent launches, the Concept Freedom Bathtub.

“It’s a fact that as we all age we become less able, however that does not mean that we want to change our lifestyles or have a less luxurious bathroom. The beauty of this product is that the innovation within the product can have a huge impact on the quality of someone’s life, yet the design is simple and fits perfectly into any bathroom.

“This was a really fascinating product innovation process combining Ideal Standard’s manufacturing and product design expertise with dementia charities and occupational health professionals who have deep understanding of people’s bodies and the restrictions that are experienced with age to produce a product that we are extremely proud of.

“Furthermore, if fulfils the efficiency and performance criteria demanded by selfbuilders and those dealing with large scale renovations, as well as offering outstanding aesthetics and ease of maintenance once the property is occupied.”