what’s News and events Roca Mall, a new stand concept for the ISH trade fair The stand stood out for its spectacular design At this year’s edition of the ISH trade fair in Frankfurt, Roca presented the Roca Mall, a shopping centre of some 1,000 m2 which brought together the brand’s past, present and future through its various collections and colours, and which was visited by some 201,000 visitors. This trade fair is the most important gathering for professionals of the bathroom space and is attended by the leading companies in the sector. The spaces designed by Roca for this great occasion are always marked by their spectacular nature, but above all by how they make the visitor feel like part of an immersive experience. Roca does not set out to simply show the product but to arouse the user’s emotions and to remain true to the values of responsibility, quality and proximity that have governed the company for 100 years. The stand was arranged on two levels with different spaces, like shops in a shopping centre, which displayed Roca’s collections and new products and a bar where visitors could relax and take a break from the bustling trade fair. In addition, the interiors were designed like domestic spaces with large windows, offering privileged views over some of the world’s major cities. Original window displays delineated the limits of this extraordinary shopping centre. 12