VitrA - Liquid Collection Launch at Hix 2021

The Client

VitrA is one of the world’s leading bathroom manufacturers. It produces more than five million pieces of sanitaryware, furniture, fittings, accessories and tiles every year. Founded in Turkey in 1966, it designs and creates all the products needed in a bathroom, prioritising research and development and working with leading international designers.

VitrA has supplied the UK’s domestic and commercial bathroom markets for over 25 years has just opened its flagship UK showroom in Clerkenwell, London. It recently launched its new Liquid range, resulting from an exclusive collaboration with renowned British designer Tom Dixon, at the HIX (hotel interiors experience) trade show.

The Project

Ei was commissioned to help VitrA make a splash when unveiling its new Liquid collection to the trade at HIX 2021, which took place at the Business Design Centre, in London.

HIX is a two-day boutique expo that brings together key players in the hotel interiors supply chain. It connects the sector’s leading brands and suppliers with designers, interior architects, specifiers, project managers, hotel operators, and procurement and operations teams who bring the guest experience to life in hotels across Europe.

Hix allows brands like VitrA to showcase their products, designs and innovations to key contacts in the industry and build vital connections.

The Solution

We won the brief with a successful pitch following a competitive tender process and were tasked with creating a minimalist stand to showcase the brand and the new collection of products in the best light. To create visual impact, the stand incorporated a large LED wall to accommodate video content showcasing the new products, and the process of creating them.

We contrasted this with white flooring and monochrome walls to reflect VitrA’s brand identity. The stand was also decked out with curved plinths and shelving to showcase the new product range and complement its sleek, fluid aesthetic. The stand was built, and all the products and tiling fitted, in our workshop, and we took care of all the logistics, preparation and installation. It meant VitrA’s team could just turn up on show day with everything they needed to draw visitors to the stand.

The Impact

VitrA’s stand was a huge success and proved to be one of the event’s biggest draws. The minimalist monochrome stood out in a sea of colour, making a real visual impact on delegates over the two days.

Hundreds of visitors came to the stand to view the video content and check out the products during the event, generating an encouraging number of enquiries for VitrA’s sales team to follow up. 

Meanwhile, our detailed project planning helped VitrA’s team enjoy a stress-free event, safe in the knowledge that every aspect of the exhibition stand, from installation to takedown, was taken care of.


“This is the first time we’ve showcased our new range, Liquid, designed in collaboration with UK leading designer Tom Dixon, to the Industry. It was crucial to have an exhibition stand that portrayed the range, and our brand, in the best light.

“We were blown away by the creative concept for the exhibition space and the way it was designed to complement the nature of our products, to help us stand out from the crowd at Hix. It was essential for us to have a sustainable stand that was eye-catching among our competitors. The LED screen tied the whole concept together, displaying the product animations created for the launch.

“Chris and the team at Exhibit Interactive were a pleasure to work with. They took care of everything for us, which made the whole process easy from start to finish. All we had to worry about was turning up and delivering a memorable experience to the people who visited our stand.”

Lucy Holland
Senior Channel Marketing Executive, VitrA