Concept: Three shapes, infinite possibilities


    AquaBlade® technology sets new standards in both toilet design and optimum flush performance


    Robin Levien, a leading bathroom designer, has created Concept — an attractive, comprehensive collection that gives you design options, practical solutions, affordability and, of course, Ideal Standard quality.

Shape to your taste

Concept is where creative design meets practical solutions.

Choose a style which appeals to your taste from three distinctive basin shapes then build your dream bathroom around it. With Concept you can fulfill your whole wish list. You’ll discover WC and bathing options, innovative storage, mixers and taps, stylish accessories and some very clever ideas along the way. Whether you’re planning a busy family space, an elegant shower room or a compact cloakroom Concept offers a complete solution and value without compromise.

A total bathroom solution

Whatever questions your bathroom poses, Concept is the answer.

It has the sizes and shapes you need to make the most of your space and express your sense of design. Connect Blue fittings can help you save water and energy. So whether you need to replace a single piece, or design a completely new bathroom, put yourself in touch with Concept.

A range of sizes, for a perfect fit

Everyone’s bathroom is different, so one size will definitely not fit all

That’s why we’ve created Concept with a wide range of sizes, a choice of basin designs, and a large selection of furniture finishes. It gives you an almost infinite amount of choice… and the best chance of finding the perfect fit for your space and your needs.

Shape your bathroom

Product Options


Concept offers you the smooth, streamlined shape of a Cube basin, the graceful curve of an Arc or the fully rounded effect of a Sphere basin.
For even more choice, there’s also a range of countertop or vanity options. Choose the one that best suits your taste, then use it as a base for the design of your whole bathroom.

A style that fits

Product Options


Choosing the right furniture means you can tidy away your bathroom essentials and create a sensation of space and orderliness. The wide range of Concept furniture finishes also gives you the opportunity to personalize your bathroom in your own style, whilst adding touches of warmth and colour.

Relax with style

Product Options


Concept baths offer you the luxury of gently sloped interiors with softly shaped inner rims that echo the design style of Concept basins. Choose from four different types: a standard bath available in three sizes, a double-ended bath, a shower bath that maximises your showering space and an eco option sculpted bath designed to save water.

Clever design

Product Options


As well as containing advanced, water-saving innovations, Concept Blue fittings have complete design harmony with the rest of the Concept range. They add visual highlights to Concept basins, bidets, baths and showers. They’re also ergonomically designed and precision-built so they’re a joy to use.

Add your highlights

Product Options


From soap dishes and dispensers to hooks and toothbrush holders, from shower columns to shelves, the Concept accessory range has been specifically designed to give your bathroom extra highlights, as well as beautifully finished details.

All Concept products

Space solutions

  • Shaping Up

    Small room

    There’s no such thing as a standard bathroom; they range from small guest bathrooms to grand, master bedroom affairs.

  • Shaping Up

    Medium room

    One thing they do all have in common is the fact that a stylish and intelligent use of space will enhance their visual appeal, and make them a joy to use.
    The floorplans opposite are just some of the possible configurations, suggested to help you see the possibilities.

  • Shaping Up

    Large room

    Even more helpfully, all the different items in the Concept range can mixed and matched to suit your plans.

  • Small room

  • Medium room

  • Large room