In March, the Alba and Pointe collections by Latvian bath manufacturer PAA and internationally renowned designer Karim Rashid were unveiled at the ISH 2025 fair in Frankfurt. The collections were designed with a particular focus on small bathrooms to create a cohesive, elegant, and calming environment. Through this collaboration, Rashid has materialised ideas that he has had for years, and for the company, it is an important step towards reaching new audiences.
On March 19, the pink carpet was rolled out at ISH 2025 in Frankfurt, the leading trade fair for heating, ventilation, air conditioning and water systems, for the inaugural collections of the collaboration between bath manufacturer PAA and designer Karim Rashid. The Egyptian-born designer, who has a studio in New York, has created around 4,000 designs, has won numerous awards and has worked with brands ranging from Alessi to Pepsi. The collaboration with PAA is his second project in Latvia. The first was the elite residential complex Kado Karim in Jūrmala, which was developed in 2015 together with architect Andis Sīlis.
The Latvian company PAA caught Rashid’s attention at an international exhibition, where the designer appreciated the quality of the products and, once he got to know them, the company’s free and open approach. «The brief I was sent was encouraging, without any taboo lines,» he says. As Ieva Kalēja, creative director of PAA, reveals, it read, «Create a premium collection for a small bathroom, taking the Mini Cooper in the car industry as a reference.»
The result is two collections or product families with unusually bold and expressive silhouettes — Alba and Pointe. «The new baths by Karim challenge the traditional bathing cultural experiences of our region and break expectations of what a classic bath should be. Karim Rashid’s bold and creative visions of form have been very carefully aligned with the sculptural sophistication and laconicism that are essential for PAA,» says Ieva Kalēja.
The Italian word «alba» means «dawn», and the collection with this name encourages people to straighten their backs, quiet their minds and tune in to a new day. The round shape inspired by the morning sun makes the Alba bathtub look a little like a hot tub, even though it promises a different experience. You can soak and relax in it while maintaining an upright position that allows you to read a book or use your smart device comfortably. The manufacturer mentions that this seated position might also be more suitable for people with certain mobility problems. The shape of the matching Alba sink transforms from a rectangle to a circle, echoing Karim’s earlier Morphscape tableware collection.
The futuristic silhouettes of Pointe are Rashid’s homage to ballerinas, who defy gravity with elegant ease, and especially to his daughter, who is passionate about this art of movement. The organic shape of the Pointe bath redefines conventional silhouettes and gently cradles the human body. «In the bathroom we are at our most vulnerable — naked and alone — so everything in this space has to be safe, soft, smooth, and rounded, without sharp corners. It needs to be an environment of relaxation and calm. The sketches I created with PAA have been swirling around in my head for 30 years, shaped by the idea of a comfortable, supportive, and encouraging bathroom environment,» says Rashid.
Both the designer and PAA are satisfied with the work. «Our collaboration with Karim Rashid deliberately brought together two different experiences, two different cultures. We are used to a Nordic restrained elegance in design, but Karim, whose motto is «Global Love», brought us into an unusually free and creative world,» says Pēteris Treicis, CEO of PAA, praising the effortless collaboration. In turn, the designer points out that when creating a new design, «it is important to know that it will not be separated from production, that the creative process will result in excellent, masterfully produced products».
PAA has more than 30 years of experience and has become an industry leader in Latvia and the region, exporting most of its products. With this cooperation, the company hopes to raise its profile and expand its target markets. PAA’s global potential is highlighted by both Karim Rashid and Miks Balodis, CEO of the Latvian Design Export Alliance, who is delighted with the achievements of the alliance member. «Karim Rashid, one of the world’s leading product designers, takes a very considered and measured approach to any collaboration. This is a testament to PAA’s readiness for projects of this scale. With this collaboration, PAA reaches a new stage in the company’s history and places its brand in a much higher category. As an organisation representing Latvian design, we are highlighting design as a tool for high added value and strengthening exportability. Such precedents inspire and motivate all Latvian design product manufacturers.»
Learn more about the Alba and Pointe collections on the PAA website.
Viedokļi