American Standard, a lavatory product company, and designer Choi presented a bidet project - PLAT. The project started out from thinking how the bidet can be presented as a natural component in a sanitary space. During the research, designer Choi approached bidet from various perspectives and found a consumer research that shows consumers feel unsanitary touching the toilet seat to open the cover. This inspired him to design PLAT as an objet that exists on a clean plane; consumers can open the cover without feeling unpleasant by avoiding touching the toilet seat. Designer Choi thought of bidet as a seating object, an object that blends in a clean and refined place, and an object that induces unconscious use to consumers. To present PLAT as a simple architecture, designer Choi minimized the structural hinges and parting lines and comprised the product with simple lines and planes. Reinterpreting the bathroom space, bidet PLAT is no longer a product placed in a sanitary space but blends into a space as a clean and refined objet.
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Creative Director _ Joongho Choi & Product design Leader _ Hyunsoo Choi