After the success gained at the Salone del Mobile in Milan, where it was the most innovative design at the exhibition according to the ArchiExpo, Vitae by Zaha Hadid reached London with great expectancy with regard to its launch. Although a few hints about its outstanding avant-garde were already known, it still had not been possible to discover its entire bathroom equipment, including as well as the taps, the bathtub, shower column, basin and sanitaryware designs.
For the first time, the whole collection was launched by means of an exclusive technological presentation at Zaha Hadid’s design gallery, located right in the heart of the Clerkenwell neighbourhood, London. PORCELANOSA Grupo was the one in charge of staging the preparation, which was put together by making use of light effects, sound and audiovisual projections. In addition to this, the event included the participation of Maha Kutay, Zaha Hadid Design Associate, Christos Passas Associate, Zaha Hadid Architects’ Director and Mouzhan Majidi, the CEO of Zaha Hadid Architects.
The latest collection by Zaha Hadid, who sadly passed away last March, became the focus of attention in the UK and in many other countries, such as Spain, Italy and the USA. Architectural Digest, Design Boom, Surface Magazine, or Elle Decor are some of the specialised publications which received coverage of the collection’s presentation, both in their platforms and their social networks. Headlines based on architecture and design highlighted the collection inspired by the movement of water.
Social Media was one of the main channels to see at first-hand what was happening at the Vitae presentation event, especially in Twitter and Instagram. Specific hashtags were used in both platforms in relation to what was going on in Clerkenwell, such as #vitae, #porcelanosagroup, #porcelanosa, #porcelanosagrupo, #zahahadid. Moreover, the location also acquired relevance: The Zaha Hadid Design Gallery as well as Clerkenwell.
The blogger phenomenon also took part in the official launch of Vitae in London. In addition to a large number of specialised media, a selection of the best bloggers in architecture and interior design from the capital were invited. They were also able to enjoy the event as well as being able to broadcast it through social networks. Anna Maria Papayova; Saga Lynd; Bianca Hall; Fay Cullen; Lins Drabwell and Victoria Nightingale were exclusively chosen in order to discover the exquisiteness of the design by Zaha Hadid and Noken.