The evolution of the bathroom space throughout history - Roca

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WCS
number 02
Dear Reader,
Roca, the world leader in bathroom spaces, is aware of the importance of
preserving and improving our environment, both for current generations and
those to come.
This is not new concept, however. In fact, since the 1970s, Roca has been
a pioneer in reducing toilet cistern water capacity and has launched faucet
fittings with flow and water consumption regulators.
These early moves, adopted what now seems long ago, have evolved
significantly and remain today an essential feature of all our products.
This sustainability effort applied to the product is not the only pillar on which
Roca’s environmental policies are founded, there is another which we should
not be overlooked: the ECO-Roca project, which aims to reduce the energy
consumption of all our production facilities by 25% for each ton produced
by 2012 and to reduce C0 2 emissions and manage, through a “Zero Waste”
programme, an industrial process without residues.
Our commitment to the environment, we can say therefore, has become our
mission in life, an inseparable element in the business practice of our Group.
Carlos Velázquez
Senior Managing Director Marketing
Roca Corporación Empresarial
N E W S
¬ The evolution of the bathroom space through history.
I N S I D E R O C A
¬ Commitment to the environment.
E V E N T S
¬ Red Dot, Design Plus y Wallpaper, 3 awards
for Roca’s commitment to design.
C O M M U N I C A T I O N
¬ Novelties 2010 presentation at the Roca
Barcelona Gallery
R O C A I N T H E W O R L D
¬ Roca active in 5 continents. Asia, a growing
market.
P R O D U C T N O V E L T I E S
¬ Transtube. A global shower solution.
¬ Roca faucets.
¬ The Meridian Collection.
The evolution of the bathroom
space throughout history
The bathroom space has
undergone a profound
transformation to such an
extent that nowadays it
occupies a highly-regarded
position in most societies.
Over the years, the bathroom space has
experienced an important evolutionary
process both in the physical sense as well
as for the meaning it now has for its users.
Many changes have occurred along the way,
beginning with the idea of a purely functional
area, to the current concept of being one of
the most important spaces in any household.
It has been Roca, the leading company in
bathroom spaces at worldwide level who, to
a large extent, has helped bring about this
change in perceptions.
A brief review of the history of the bathroom
space takes us to its earliest origins in
Scotland about 10.000 years ago when the
first public sanitary systems were constructed.
As the centuries passed, the wealthier classes
began to incorporate different bathroom
elements into their fast-becoming private
bathroom areas.
During the XVIIIth century, one of the most
important inventions, the flushing toilet using a
cistern, was created by Alexander Cumming.
Production on an industrial
scale lowered prices and
gradually more and more
people gained access to
bathroom products.
In the XIXth century, the demographic
revolution had a particular impact on town
centres. This revealed the lack of sanitary infrastructure
and the consequent modification
and extension of the piped water supply.
With the arrival of the XXth century, the
bathroom became an integral component of
all households. During the 1960s, a middle
class emerged which was sensitive to design
Your life has a host of options.
Now, so does your bathroom.
Fits everywhere
You have chosen everything in your life: your partner, the way you dress, and the decoration at home. Everything. Now,
you can choose your bathroom too. The new Roca Meridian Collection offers the broadest range of bathroom models
with an up-to-date design that enables you to choose the option that best suits your tastes and needs. Meridian
fits your bathroom, whatever it is like.
®
and in 1961, Roca created a specific design
team for new products. 3 years later they
founded the Industrial Design Department.
During the 80s, the importance attached
to design and aesthetics in the household
grew. Roca became aware of this and began
collaborating with top designers like Giugiaro,
linked to the Ferrari brand.
The final third of the XXth century also
witnessed an upsurge in global awareness
of the environment. With this theme in mind,
Roca have positioned themselves at the
forefront of sustainable bathroom design
by introducing advanced technologies and
systems which promote environmental
protection in all their products.
Roca sets the trend in what
the bathroom space of the
present and the future should
be like.
Roca understands very well how all these
needs have to be reinterpreted and anticipated
to such an extent that it has positioned itself as
a company which defines how the bathroom
space of the future should be. In order to do
this, it examines the needs, tastes, lifestyle
and socio-cultural trends present in society to
adapt its products and services and anticipate
market movements.
To be able to carry out work in this area, ,
Roca created the Innovation Lab in 2007 as an
off-shoot of the Roca Design Center, a project
which was devised to create and develop new
concepts which could be transformed into
products. As a consequence of these policies
Roca has demonstrated its firm commitment
to continue being the benchmark reference
company in bathroom spaces at a worldwide
level. ■

The environmental
An inseparable component
The company’s concern with the environment
began in the 1960s with the reduction of their
water cisterns’ capacity in their toilets and the
creation of faucets capable of reducing energy
consumption.
Environmental protection has been at the
head of the political agendas of the most
prominent world leaders for many years
now. This concern has also been reflected
in the business sector which has developed
a greater awareness of the importance of
maintaining a commitment to addressing
environmental matters, an area in which
society is demanding more sustainable
behaviour from all its stakeholders.
At business level we can say that this shift
originates two different sources. On one
hand, consumers are looking for products
and services which are environmentallyfriendly
while at the same time judging
companies behaviour and rewarding
those which fulfil their environmental
responsibilities. In the same way, other
stakeholders in society such as governments
and NGOs are applying pressure to establish
agreements to reduce the impact on the
environment.
On the other hand, companies are realizing
that caring for the environment not only
results in a better planet but it can also
mean better financial results. For this reason,
companies which invest appropriately in
their environmental policy and look for
new business opportunities, achieve a
competitive advantage over their rivals.

commitment
in Roca’s business practices
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HISTORICAL
VIEWPOINT
Caring for the
environment is a
task which involves
everybody and in
which Roca actively
participates.
Roca, as world leader in bathroom space, is
aware of the importance of protecting and
improving the environment, both for present
as well as future generations. Even in the
1970s Roca was a pioneer in the reduction
in the capacity of toilet water cisterns and
introducing faucet fittings which reduced
water consumption. Those early moves
have, in recent years, come to be seen
as fundamental in the effort to protect our
environmental resources.
In their continued commitment to the
environment, Roca is currently developing
various policies aimed at improving the
surroundings in which we live. Today,
water-saving and the search for more
efficient energy processes is an inseparable
component in Roca’s business practice.
These policies are applied both to the
different products the company develops
as well as to its production processes. All
these factors combine to make commitment
to environmental protection one of the main
pillars of Roca’s business practice.
This environmental policy has been
embodied in the current Eco-Roca project
which has 2 fundamental objectives:
reducing the energy consumption of all
our production facilities by 25% for each
ton produced by 2012 and to reduce C0 2
emissions and manage, through a “Zero
Waste” programme, a residue-free industrial
process.
The different products
developed by Roca
have allowed millions
of litres of water to be
saved as well as a more
rational use of energy.
One of the most notable new developments
in recent years, within its range of products,
has been the launch of the W+W. This
original concept combines the washbasin
and the toilet in the same unit. The W+W
re-uses the water used in the washbasin
after cleaning it to fill the toilet cistern. This
innovative product, created by the Innovation
Lab, manages to reduce water consumption
by 25%.
The company has also developed and
implemented other improvements such as
faucets with built-in flow control or double
flush cisterns which allow water-saving and
more efficient energy use.
In the faucets range, flow control helps
save water by mixing air into the water flow
inwashbasin, bath, shower, kitchen and
telephone shower faucets. Roca faucets also
feature other devices such as mechanisms
which select the exact temperature, WATER
& ENERGY SAVING CLICK ® for monocontrol
faucets and the QUICK REACTION ®
technology for thermostatic faucets which
help to save both water and energy. As well
as the obvious benefits in environmental
matters which these products’ design
and development bring, they also create
added value by contributing a competitive
advantage demonstrating that leadership
can be achieved with innovation.
The Group’s environmental commitment is
also visible in various advertising campaigns,
such as the most recent one which has the
slogan “Roca Loves the Planet”, or in their
participation in events like Expo Zaragoza
2008 which was a meeting point on an
international scale to encourage projects
about responsible consumption and to make
the public and public institutions aware of
the scarcity of a resource such as water.
With this type of
action, Roca wants o
encourage responsible
water consumption
among consumers and
incorporate the culture
of energy and watersaving
into society’s
daily habits.
In the current situation where environmental
policies have acquired great importance,
companies have to mould their business
strategies to social and institutional
demands, since that is the only way
of ensuring their social legitimacy and
consequently, their success. Moreover,
environmental innovation creates valuable
competitive advantages by positioning
companies in situations which their rivals
will find hard to copy. Without doubt,
business success must be based on the
balance between social, economic and
environmental objectives and Roca has
been working in this field for many years to
achieve just such a harmony. ■
Roca cisterns’ water consumption reduction over the years.
15 L
12 L
9 L
6 L
6/3 L
4,5/3 L
1936
1960
1970
1990
1999
2009

E V E N T S
Red Dot, Design Plus and Wallpaper,
3 awards for Roca’s commitment to
design.
The Roca commitment to
design is being rewarded
with various prestigious
international accolades.
Design is one of the pillars on which the
Roca philosophy is based. There is a global
commitment to this principle which covers
the whole range of the company’s processes.
From product conception to creating spaces
for trade fairs, Roca applies this value as a
basic, differentiating element in its business
practice. In fact, the commitment to the
application of design which goes beyond
simply products has reaped its rewards, most
specifically in the form of the prestigious Red
Dot Award Communication Design 2009.
The prize was awarded to the best space
at the 50th edition of the ISH 09 exhibition
in Frankfurt, the most important worldwide
meeting for the bathroom space products
sector. Red Dot is an international
organization whose objective is to promote
design excellence in its application to different
business activities and products. Red Dot is
an internationally recognized quality label
which certifies outstanding design.
At the ISH09 exhibition,
Roca paid tribute to an
inseparable element in its
daily activities, water.
In the space presented by Roca during the
ISH 09 exhibition, some of the company
values such as innovation, design, quality
and sustainability were clearly displayed.
This cutting-edge space surprised all the
visitors with its design, shapes and light as
well as evoking the relation which Roca has
with water.
The Design Plus prize
was awarded to the most
recent star product,
the W+W.
Apart from the Red Dot award at the ISH
exhibition in Frankfurt, it was also the venue
where Roca received a new prize. This time it
was the Design Plus ISH 09 prize, awarded to
one of the company’s most recent creations,
the W+W.
Design Plus grants awards to those products
presented by the exhibitors which stand out
for the innovative and sustainable concept
while at the same time contributing visionary
solutions to the needs of the consumers.
W+W has been awarded the prize both for
its design, which combines 2 of the most
important elements in the bathroom space,
thewashbasin and the toilet, as well as
for its concept, which is environmentallyfriendly.
This new creation, on which the
prestigious designers Gabriele and Oscar
Buratti collaborated, is the fruit of the work
carried out by the Innovation Lab and also of
the company’s commitment to offering new
products.
Wallpaper magazine has
awarded a prize to W+W
and the Roca Barcelona
Gallery
Finally, Wallpaper magazine has also
awarded a prize to W+W as well as to the
Roca Barcelona Gallery. The W+W has
received the Reader’s Award Choice, while
Roca Barcelona Gallery received the Design
Award.
Wallpaper a prestigious design, fashion and
lifestyle magazine, awards prizes to the best
current trends in areas which range from
architecture to motoring.
These prizes confirm Roca as a global brand,
a leader in innovation and cutting-edge
design defining what the bathroom space of
the future should be like. ■

Novelties 2010 presentation
at the Roca Barcelona Gallery
Novelties is the
meeting place to find
out about the latest
trends and company
creations.
The Roca Barcelona Gallery was the venue
chosen to present recent developments to
the world which will be seen on the market
in 2010. Roca is aware of the importance
of innovation and development of new
products as a way of continuing to grow.
The expression of this conviction is reflected
in the collections which are presented
year after year and whose objective is to
anticipate the present and future needs
of consumers. The place chosen by the
company for this year’s New Developments
has special significance since it is being
housed in the new flagship company brand
building. Roca wants to convey the brand’s
meaning to society through the Roca
Barcelona Gallery, as well as explaining its
history and most important landmarks.
Both the Roca Barcelona
Gallery and Novelties
2010 share common
values such as design,
latest trends and
technology.
Novelties 2010 presented
creations which cover all
needs in the bathroom
space.
Roca works together
with designers
and architects of
international prestige.
The architect Carlos
Ferrater or the designers
Gabriele and Oscar
Buratti have collaborated
on the 2010 creations
Innova Radio is a new concept in mirrors
which brings together technology, information
and comfort by integrating a touch screen
which allows the user to interact with different
functions such as the time, FM stereo radio,
an anti-vapour system, temperature indicator
and the option of connecting to an auxiliary
source /MP3.
Khromaclin is an intelligent toilet which
is part of the Khroma collection, which is
different for its colour bath and soft texture
and which creates personal spaces full of
different sensations. The new Khromaclin
combines the colour design and style which
characterizes the Khroma collection, with the
latest technologies applied to the bathroom.
Transtube is the first global shower solution
which combines technology and design which
offers a total-surround, circular, glass shower
screen.
Finally, for those who are looking for maximum
comfort, Roca presents Wellsuite, a new
shower cabin characterized by its luxurious
quality and wide range of functions. Thanks
to its electronic keypad, all sorts of functions
such as hydro-massages, steam baths,
chromotherapy, aromatherapy, MP3/radio or
telephone are at a touch of a button. ■
The building is characterized by some of
the common values it shares with Roca
such as design, new trends development
and technology, which have all contributed
to making the company the world leader
in bathroom space. These values which
are also present throughout the range of
products developed by Roca.
This year, Novelties 2010 event, which
was once again a resounding success,
gathered together numerous architects,
designers, interior designers, collaborators
and communication media who were able
to experience the new trends and creations
in bathroom space at first hand.
Among the most notable different Novelties
2010 at the Barcelona Collection were; W+W,
Innova Radio, Khromaclin, Transtube and
Wellsuit.
The Barcelona Collection is the work of
architect Carlos Ferrater, based on modular
elements which can be assembled to occupy
the bathroom space. This concept allows the
users to adapt the collection to their individual
needs and available space.
W+W combines the 2 most important
elements in the bathroom space in one unit:
the toilet and thewashbasin. Design and
water-saving have been united in a concept
devised by the R&D centre Innovation Lab
and developed by the prestigious designers
Gabriele and Oscar Buratti.

Roca active in 5 continents
Asia, a growing
market
As a multi-national
company, Roca is active
in some of the fastestgrowing
markets in the
world.
Roca is active in the most important markets
at a worldwide level. Their expansion and
growth has taken it to world leadership in
bathroom space. During the 1970s, Roca
began a process which has taken it to where
it is today, maintaining a presence in 135
countries and 65 factories spread across 17
countries.
Roca, which is active in 5 continents, is
consolidating its presence, especially in
Asia. This is one of the best economic
prospects for the company in terms of
growth and development. Roca’s ventures
in this continent began at the end of the
1990s when the first bathroom porcelain
factory was constructed in China. In 2005, a
second production facility was inaugurated
in Suzhou, comprising a cast iron bath
production plant and an acrylic bath plant.
The company’s
internationalisation
policy has led it to world
leadership in bathroom
spaces.
2006 was an especially important year since
Roca achieved world leadership in bathroom
spaces through a series of takeovers. Within
Asia, Roca acquired all the shares in Johnson
Suisse group, the leading bathroom porcelain
company in Malaysia. Meanwhile, they
entered India through a 50% joint venture
with Parryware, the Indian market leader
in bathroom porcelain. 2 years later, Roca
bought the remaining 50% of the company.
Today, Roca has 17 factories spread between
China (9), India (5), Malaysia (2) and Taiwan
(1). As well as these plants the company also
has 2 showrooms in Asia, one in Shanghai
and the other in Beijing, where Roca displays
the latest product developments designed
for these markets. Roca’s penetration was
reinforced by being the favoured official
supplier for the Olympic Games in Peking
in 2008. For the Olympics, and as a tribute
to the Games, an exclusive collection of
washbasins designed by Mariscal was
created and sold throughout Asia.
In China Roca has 9
factories which service
the internal demand of
the country.
In this situation, the recovery which the country
is experiencing is considerable. The indication
of recovery is especially significant if we bear in
mind the importance of this country within the
Asian continent.
Together with China’s improvement, other
emerging and developing countries have
shown similar signs of stabilization. These
circumstances have the logical consequence
of helping to strengthen the company’s position
in China since it encourages internal demand
and will hence improve the company’s results
in that continent. According to the IMF, in
general terms, it can be said that the intensity
of the recovery which Asia has registered can
be linked to 3 factors: an expansive fiscal and
monetary policy; the recovery of the financial
markets and capital flows and the export boost
that the industry has received.
Taking all these indicators into account, the
Asian market offers an excellent opportunity
to keep on growing and consolidating the
leadership position which Roca enjoys at
worldwide level in bathroom spaces. ■
The Asian market
represents an
opportunity to carry on
increasing our share of
the market.
In economic terms, Asia’s importance for
Roca is in both its potential market of more
than 3.800 million people as well as the
important economic growth that countries
like China and India have experienced in
recent years.
Also, despite the worldwide economic crisis,
the Asian continent is showing symptoms of
recovery at a more rapid pace than the other
continents.

P R O D C T N O V E L T I E S
Transtube
A global shower
solution
With this new creation, Roca once again breaks the
barriers of everyday living
Roca has again anticipated consumers’
needs with the creation of the first global
shower solution. Transtube is the new project
which combines design, innovation and
technology to offer a product of outstanding
quality. This new concept has been devised
to be able to adapt to any bathroom space.
Its design stands out for its 360º surround
shape with a glass screen to enable the user
to enjoy a new and unique experience for all
five senses. The cutting-edge design finds its
expression in the minimalist lines which have
been devised for users to enjoy showering
without visual impediments by removing
the screen supports and incorporating
them into the skirting of the base.
To create Transtube, quality materials have
been used, as well as some of the latest
technology. For example, Transtube has
an automatic opening mechanism which
uses a movement sensor. This global
shower solution also features the Security
Open system which allows the door to be
opened manually if necessary, as well as
having Maxiclean glass surface treatment
which repels lime-scale, making cleaning
easier. The use of the latest materials
can be appreciated in the stainless steel
thermostatic column which contributes to
energy and water-saving or in the exclusive
non-slip Styltech ® base surface coating
which affords a durability and resilience
similar to iron but weighing half as much.,
With this new product Roca has managed
to once again combine the company’s
basic principles: leadership, through its
offer of a global shower solution for the first
time: innovation, through its combination
of design and the latest technologies:
wellness, through the possibility of being
able to enjoy a new concept 360º total
surround shower unit; and sustainability ■
P R O D C T N O V E L T I E S
Roca faucets
Design, innovation, sustainability and technology in one product
Roca takes care to ensure that all the elements
which form part of the bathroom space comply with
the highest quality and design standards.
Roca, as world leader in bathroom spaces offers
integral solutions which range from furniture and
bathtubs to shower trays and faucet fittings.
Each of these products has its specific functions
and features although all share a series of values
including innovation, design, technology and
respect for the environment.
It is precisely this application of common
characteristics which has allowed the Roca
faucet range to become the ideal option to
complete any bathroom space, providing a
distinctive, personal touch which overcomes
the barriers of functionality.
Over the years, faucet forms have managed
to successfully reinterpret the needs of
consumers and to position themselves at
the leading edge in innovation and design.
The results of these efforts can be seen in
Roca’s wide range of designs which meet
the needs of the market, offering global
products which at the same time adapt to
local requirements.
The creation of
original products sets
Roca apart from the
competition
The application of technology, widely
acknowledged to be a medium to help improve
the comfort of users, has found expression
in several creations such as SofTurn ®
technology, which aids the movement of the
faucet handle and the selection of desired
flow and temperature levels; the chromed
EverShine ® system, which guarantees faucets
will always remain in mint condition; Quick
Reaction ® technology to enjoy desired flow
and temperature levels in under 3 seconds;
SafeTouch ® technology which stops the body
of the faucet heating up or the Security 38º ®
system to control temperature. The final 3 are
only available on thermostatic faucets.
Technological improvements have also had a
direct impact on the environment since the
development and use of various devices has
led to saving millions of litres of water as well
as to a more efficient use of energy.
One of the other notable improvements is
the mono-control faucet with its exclusive
WATER & ENERGY SAVING CLICK ® system
which helps to control water flow as well as
regulating the temperature range by means
of an internal disc. Also worthy of special
mention are the faucets which feature
integrated flow regulators. For faucets that
do not have this automatic regulator, there
are external regulators which help to optimise
water consumption. ■

P R O D C T N O V E L T I E S
The Meridian Collection
Adaptability is one of the basic
features of this collection,
designed for any bathroom
space.
The new Meridian Collection has been
conceived to offer a wide range of products
with a modern design and soft lines which
adapt to the needs of any bathroom space
bringing a high degree of functionality.
The Meridian Collection includes a wide
selection of 36 washbasin, toilet and bidet
models for all styles and requirements.
Additionally, it has the advantage of being able
to be combined with other faucet collections
such as M2 and Esmai or furniture and
accessories. The 4,032 possible combinations
of pieces, together with a wide range of sizes
and models, make all types of solutions
possible covering the most diverse needs.
Plainness and geometry have been the
inspirational lines along which the Meridian
Collection has been created. Thanks to these
elements, a balance has been achieved
between shapes and volumes whose rounded
and organic characteristics catch the eye. All
these features evoke a style which is both
classic and modern at the same time.
Following one of Roca’s basic principles,
the Meridian Collection has been devised to
care for the environment. Its 4.5/3 litre flush
mechanism allows only the necessary amount
of water to be used.
A notable new development in the Meridian
Collection is the new conceptwashbasin,
Unik, which combines thewashbasin with the
under-basin cupboard in the same unit. ■
THE COLLECTION’S FEATURES
Compact
washbasins
Compact
toilets
Adapted to
disabled people
Water saving
cisterns
Soft close
system
Multiclin
adaptable to
the collection
Teeing off
Roca Invitation Golf Tournament, March 13, 2010
Roca, the leading global bathroom brand
in the country, conducted its first ever
Golf Tournament at the Jaypee Greens Gold
Club, Greater NOIDA. The tournament was
organised for builders, architects and interior
designers from all over the country. Three
golfers from Singapore participated too.
Welcoming the golfers at the briefing session,
Emilio Salazar, Managing Director of Roca
India, announced the theme as “HAPPY
GOLFING” and mentioned that the objective
of the tournament was to let golfers enjoy
a relaxed round of golf. He also said that
the stableford format and the handicap
categories would definitely help and even
high handicappers would enjoy the round.
There were on course prizes – the longest
drive, straight drive and closest to pin.
20 degrees and a gentle chilly early morning
breeze made for a perfect setting and the shot
gun tee-off saw golfers exhibit their skills. The
four hours that followed alternated between
ecstasy and agony for the participants.
With all the fairways in great condition, the
greens playing true, there was, expectedly,
stiff competition. Eventually, the golfers from
Delhi won all the prizes in both categories.
The Chief Guest, Ramon Moreno, Deputy
Head of Mission, Spanish Embassy, New Delhi,
distributed the prizes and highlighted the growing
presence of companies from Spain in India.
He also recalled that brand ROCA was
synonymous with bathrooms in Spain.
Raimundo Garcia Figueras, Senior Managing
Director, Asia Bathroom Products Division,
Roca, thanked the golfers for participating
in the inaugural edition. Emilio Salazar
felicitated the golfers and said that Roca was
looking forward to organising the tournament
in the coming years too. ■
Legal deposit. B-00000-00 © Roca Sanitario, S.A. Barcelona 2010
Roca Sanitario, S.A.
Avda. Diagonal, 513
08029 Barcelona - Spain
Telephone +34 93 366 1200
Fax +34 93 419 4501
www.roca.com