Italtile – The Style. The Passion – Redefining Showrooms in South Africa

Italtile has launched a showroom concept that radically redefines bathroom showrooms and display in South Africa.

“The Italtile Pretoria showroom extension came about as a result of investigation into the premium tile and sanitary ware market in South Africa, which is one‐dimensional and focused on either tiles or sanitaryware, with ineffectual and limited choice for the complete bathroom solution” explains Sergio Galli, one of the directors of Italtile Retail (Pty) Ltd.: “We have capitalized on this opportunity and launched a unique 1000m2 Bath‐Shop, extending the Pretoria showroom to 2100 m2, which radically redefines showrooms and display in South Africa. With complete bathroom solutions under one roof, it enhances the shopping experience by opening up a whole new dimension of choice.”

South African and European design collaborationSouth African and European design collaboration

South African and European design collaboration

In collaboration with their European partners ‐ Laufen, Kos, Zucchetti, GSG, Valli, Roberto Palomba and Hans Grohe ‐ as well as local architectural firm WMS Architects and local shopfitters Grainwave, Italtile has refurbished and extended their existing Pretoria showroom to 2100 m2 to incorporate 1000 m2 Bath‐shop. The space has created a unique environment that brings together the latest showroom display trends and the latest international fashions and trends in sanitary ware, baths, tiles, taps and bathroom accessories.

Form follows flow in revolutionary displays

Form follows flow in revolutionary displays

The internal form of the showroom design emulates the main building structure by making use of a circular platform with multi‐level walls that allows for ease of movement around the showroom and at the same time creating an axis for the display area. The platform showcases the extensive range of the latest fashion for your bathroom from Europe ‐ basins, bath tubs, furniture units, shower cabins, mirrors and other accessories. Each range is tastefully styled for visual enhancement, as well as design, product and layout inspiration for the clients. Flanking the platform are unusual lifestyle displays featuring entire ranges set into singular rooms, with signature pieces from a variety of suppliers brought together to create a revolutionary experience of bathroom living.

Amraj Dursan, Italtile’s in‐house architect, comments on the design and flow of the new showroom: “The elaborate display of abundant product could easily have resulted in a mangled flow. We have succeeded in creating an effortless flow through the 4 levels of displays with wide walkways to ensure that clients can view the products from every angle, be drawn in to touch, feel and examine the products further. Or, over a cup of Italian coffee at our coffee bar, allow themselves to sit back and be inspired by the ambiance and surroundings.”

Design brought to life through the elements

Water is an integral part of the showroom concept, incorporating no less than 7 working water features, 4 of which will be activated by sensors, 2 which will run constantly and 1 which will present clients with the opportunity to manually test a variety of shower roses and hand showers.

The water features form the backdrop to a selection of 18 ranges of brassware from Italian suppliers Zucchetti and Tivoli Taps, as well as Hans Grohe.

With such an array and assortment of product on display, lighting for the entire showroom plays a critical role. Lighting designers and lighting specialist designed lighting not only for each product and each display, but also to showcase the space and create the right ambiance.

Sergio Galli comments further on their investment and commitment: “Italtile is committed to remaining at the forefront of product styling, fashions and trends, thus proving that as the longest standing retailer in this market, we are best suited to meet the customers’ needs. And with an investment and commitment of this nature, reassure our customers that we will remain a beacon of trust and consistency while many competitors have come and gone.”

For further information please contact Frida Tugnoli on 011 510 9000 or

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