17 2018 Roca Around the World The Roca stand at the MosBuild trade fair in Moscow The interior design and construction event in Russia’s capital is the new meeting point with the general public In April, Roca was present at the 24th internationaland bringing visibility to the bathroom space in theAnother notable event at MosBuild was the Bathroom exhibition for construction and interior design, MosBuilddesign and architecture sectors, Roca participated in theBiennale, a meeting at which seven renowned Russian 2018, held at the Expocentre Krasnaya Presnya and one ofKnow How Café training programme, which discusseddesigners presented their vision of the bathroom concept the most important events of the year for the sector. At thethe innovative materials and novel solutions for thisin seven different subject areas. Roca was represented by 500 m2stand, visitors were able to learn about the brand’sessential part of our lives. Elsewhere, as part of theNadya Zotova, who talked about the bathroom concept products and new items as well as enjoying a sample ofDesign LAB, the Association of Product Design Expertsfor a country home. Also in the Bathroom Biennale was a products showing the evolution of the bathroom over theorganised the debate “Product Design + Business”, theRoca-sponsored competition for interior designers. past century. welcome speech for which was delivered by Antonio The Carmen and Beyond collections were once more theLinares, Managing Director of the Roca group in Russia star pieces at the stand, with a staging that captivatedand the CIS. the Russian public. The updated tradition of Carmen and the contemporaneity of Beyond were appreciated by the professionals visiting the fair and served to reinforce Roca’s presence in this increasingly important market. The anecdote of the event were the swing classes on offer at the Roca stand as part of the new communication campaign for the Carmen collection, which suggests a return to the values of yesteryear under a current perspective. Another of the star products was the In-Wash toilet, which has received numerous accolades in the specialist media for its functionality and innovation since it was launched a year ago. Likewise, the Armani/Roca collection, which combines the modern with the timeless, was also given special prominence at the fair. The programme for the trade fair included talks and encounters with professionals. With the aim of publicising The Roca Mall attracted lots of visitors. Dancing at MosBuild. The new communications campaign The Beyond collection at the stand. for Carmen offers swing tutorials. 3