Meet the CID Awards Platinum sponsor: Roca

Supporting the Commercial Interior Design Awards since its establishment in 2007, Roca, the leading global bathroom brand, joins this year’s event as the Platinum sponsor.

“Being associated with the CID Awards since the beginning is an honour and shows Roca’s long term commitment to the industry professionals and with the MENA region in general,” says Victor Schoone, Roca’s country manager for the Middle East.

“The CID Awards is definitely the biggest event in the industry, which gathers the largest number of premium design and architecture professionals in one location.

“It is only logical that now that Roca is celebrating its centenary, we would like to thank the industry and CID for their commitment to us as a brand and as colleagues.”

Roca is still a family-owned company, which employs more than 23,000 people worldwide. Reflecting on its 100 year anniversary, Schoone says that any company that is reaching such a milestone must be in some way special.

“It is difficult to maintain that level of excellence, quality, service, and dedication for continuous improvement for so many years. The ground principles are the ones that make one company succeed and survive throughout the tough times,” he says, adding that Roca’s principles are commitment to its employees and the customers, along with the vision for the future to make it the leading brand globally.

Victor Schoone, Roca’s country manager for the Middle East. Photo: ITP Media Group.

From the beginning, Roca has been aiming for the bathroom as a whole, producing complete bathroom solutions, including faucets, bathtubs and sanitary ware. Besides its new collections of shower toilets In-Wash Inspira and faucets Naia, the new collection of Armani/Roca Baia caters to luxury bathroom designs with its state-of-the-art finishes.

To mark its 100th anniversary, Roca has recently introduced two bathroom series – Carmen and Beyond.

Roca Beyond collection.

Carrying the same name as the first vitreous china series, Carmen was originally launched by the company in the 1930s therefore having a neoclassical design while the Beyond series design reaches out to the future with very modern lines.

Roca Carmen collection.

Schoone comments: “Especially designed for the Beyond series is the Insignia faucets collection. Apart from above mentioned novelties, the In-Tank Meridian remains a unique bathroom solution for wall hung and BTW installations with no concealed cistern behind the wall, yet a complete ‘in front of the wall’ water flushing system built inside the Meridian WC.

Roca Inspira collection.

Roca has been present in the Middle East since 1953 through its extensive distribution network with some of the dealers now run by a third generation. Being committed to the MENA region, Roca plans to intensify its investments in the region in terms of production facilities, commercial presence, marketing and after sales service.

Schoone comments: “In September of this year the first Roca Training Centre will be opened behind the Roca showroom on Salah Uddin Road, Deira [in Dubai] to train distributors, and facilities management companies in the region, and to provide after sales service support and training to the Middle East and Africa.”

The following month, the company will participate in the Downtown Design fair and will organise the second UAE One Day Design Challenge at the SZR Roca Al Shamsi showroom.

Al Shamsi showroom in Dubai. Photo by Ethan Mann/ITP Images

Al Shamsi showroom in Dubai. Photo by Ethan Mann/ITP Images

“We expect to have a participation of more than 150 architectural students and young designers under 30 years in a race against the clock to design innovative solutions in bathrooms,” says Roca’s country manager, adding that the goal is to organise such national competitions in Oman, Pakistan, Lebanon and Saudi Arabia as well.

According to Schoone, the design industry in the UAE is on a continuous quest for innovation, value conscious yet value adding solutions and the search for excellence.

“The ‘survival of the fittest’ is more intense in the UAE then in any other market that I know, which makes the surviving companies unique in itself,” he says.

Commenting on the region, Schoone says that there are a lot of players in the market.

“The way we do business is not the typical sales pitch, we love to build relationships,” he says. “We are in talks with the largest players in the market to establish and maintain our strong relationships. They want to make sure they have value for money, but they also want to make sure they have the right delivery terms, after-sale service, the right brand, product and quality and Roca is able to provide all of it.

“I personally hope that our team of professionals can continue to support the industry to deliver the best possible results consistently and with determination and joy.”

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