Paul Flowers, chief design officer at INAX, explains how the brand's exhibition at Milan design week demonstrated the role of water in Japanese culture, in this video produced by Dezeen for the bathroom manufacturer.
INAX, originally a producer of ceramic tiles, created an exhibition named Rituals of Water at Milan's Superstudio Piu space to demonstrate the Japanese brand's history and showcase two new product ranges.
"What we've tried to create here is basically a brand journey," says Flowers in the movie, which was shot by Dezeen in Milan.
Japanese bathroom brand INAX's Rituals of Water exhibition showed during Milan design week
Visitors first passed through a multimedia exhibition describing the Japanese population's cultural relationship with water through text, exhibits and video. "Water plays a very important cultural role in Japan," Flowers explained.
The exhibition featured a collection of historical ceramics, including an ornate blue and white toilet from the Meijii era ? a period of Japanese history from 1868 to 1912 ? and an early shower toilet developed by INAX.
The exhibition demonstrated the Japanese brand's history and showcased two new ranges of products
The brand also created two installations based on Japanese design principles that housed two new ranges of bathroom fixtures.
The S600 range was exhibited on an elevated platform made of cypress wood enclosed by a strip of gravel resembling a Japanese rock garden, with a large bonsai tr...