‘The 21st century has become an era where knowledge and creativity team together to shatter conventional models. Today, we must underpin our future plans and strategies with foresight and innovation.’ — Husamettin Onanc, Building Materials Group President. Long established as a global frontrunner in plumbing manufacturing, the VitrA group has always been committed to developing and creating high-quality products that exceed industry standards and push the boundaries of the industry. Using original materials and production techniques, VitrA now prepares to push the frontiers further at its new Innovation Center. Strategically placed adjacent to VitrA’s main production facility, the Innovation Center now hosts the Research and Development teams for all of the VitrA branded products — enabling every division and part of the bathroom to combine their efforts and focus on a collaborative future. The center’s goal will be to create new products and new technologies for both the function and manufacturing of plumbing fixtures. This innovation will continue to build on VitrA’s history and commitment to quality, to improving the quality of life for its customers and making sure that the environment is protected in the process. “Innovation-based quality has made global competition possible, and sustainability has become the driving force behind innovation.In line with its eco-innovation approach, which integrates these two concepts, the Eczacibasi Building Products Division (VitrA’s parent company) is developing eco-friendly production and consumption solutions that consider the environment as well as the economy. The VitrA Innovation Center is very important to us because it represents the culmination of the division’s long-running investments in R&D and symbolizes its power to produce ecoinnovation solutions,” says Bulent Eczacibasi, Eczabasi group chairman (VitrA is a division of the Eczabasi Group) The center will also collaborate on projects with universities and external consultants. From environmental dynamics to nanotechnology and electronics, every branch of science and industry is a candidate for exploration at the VitrA Innovation Center. As its first anniversary approaches, VitrA has many reasons to celebrate its success. Building the company’s more than 850 registered patents, industrial designs and utility models, it has begun designing its next generation of products; products born of innovation and designed for sustainable growth as well as quality, style and function. One of the first is the WaterSmart™ Urinal. This urinal truly is a revolution in the industry — an absolute game-changer in waterless engineering. It is a product that took all the ideals of a waterless urinal and made it truly functional by taking all the concerns and frustrations of how such products worked and addressing each one to create a product that lives up to its lofty environmental goals without asking for any sacrifices from users. It is a product that is designed to be easy to use, easy to maintain and does revolutionary things in the purest and simplest of ways. The VitrA Innovation Center is generating new tools and skills for VitrA as it redefines form and function in the contemporary bathroom
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