Building trade fair, ISH returns to Frankfurt from 17 to 21 March 2025, bringing together industry leaders and cutting-edge innovations. Eczacıbaşı VitrA, participating for the 21st time, is set to unveil its VitrA Grid product portfolio, acclaimed for its ‘mix-and-match’ versatility. Visitors to the VitrA stand will also discover the latest washbasins, fittings, and bathroom furniture.
This year, VitrA’s ISH stand will bring its ‘Design for Life’ philosophy to life, inviting visitors to reimagine, rethink, and reshape the role of design in the bathroom. The SustaINdex project — an industry first in sustainability — will also make its debut at ISH, underscoring VitrA’s commitment to forward-thinking innovation.
Designed in four distinct sections, the VitrA stand highlights the brand’s strengths — its extensive product range, innovation capabilities, and design expertise. VitrA Grid, which reshapes bathroom planning, streamlines space design by offering a wide range of stylish, functional, and adaptable solutions that cater to different styles, spaces, and needs. With a thoughtfully structured approach, it enables seamless coordination both within and across collections.
VitrA Signature, a series of timeless collections developed in collaboration with leading international designers, reimagines aesthetics in the bathroom. Combining deep design expertise with exceptional craftsmanship, it transforms bathrooms into inspiring living spaces.
At ISH, VitrA invites visitors to rethink the bathroom experience in the innovation area of its stand. Inspired by consumer insights, cutting-edge products redefine wellness and hygiene in the bathroom. Visitors can explore 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.
VitrA’s new messaging, ‘We are re-measuring the future,’ will be showcased in the sustainability-focused area of its stand at ISH. Staying at the forefront of global advancements in products and sustainability, VitrA will introduce 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 pioneers a calculation methodology that holistically assesses the social and environmental impact of products throughout their entire life cycle. Using this approach, VitrA evaluates, grades, and continuously enhances the sustainability profile of its product portfolio.
Other standout innovations set to be unveiled at VitrA’s ISH stand include the V-Care smart toilet family, which seamlessly blends design and comfort, SonicFlush technology, which harnesses the power of water for enhanced hygiene, and V-Fit, a newly developed installation set for concealed cisterns.
VitrA will also showcase the world’s first and only 100% recycled ceramic washbasin*, presented alongside a toilet seat made from 92% recycled raw materials, which generates 80% fewer carbon emissions than standard products. Among the faucet collections, Minimax Round & Square draws attention with a variety of size options and an extensive colour palette.
VitrA will also present its latest bathroom furniture at ISH, featuring collections that combine contemporary design with practicality. The new Integra Round & Square collection refreshes bathroom spaces with its modern aesthetic, an extensive product range, and on-trend colours. Offering versatility, it includes vanity units and countertop modules, allowing for flexible and personalised use.
A new collection introduces 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, expands storage capacity in luxury bathroom furniture with newly integrated solutions, ensuring both elegance and practicality.
*Approximately 100% of the content is derived from waste generated and reclaimed during the production process.
Detailed information will be available on VitrA’s stand, with its expert team on hand to speak to visitors and answer their questions.
ISH, 17 – 21 March 2025, Messe Frankfurt, Frankfurt am Main
