Paul Flowers, chief design officer at INAX, explains how the brand's exhibition at Milan design week demonstrated the role of water in Japanese culture, in this video produced by Dezeen for the bathroom manufacturer.

INAX, originally a producer of ceramic tiles, created an exhibition named Rituals of Water at Milan's Superstudio Piu space to demonstrate the Japanese brand's history and showcase two new ranges of products.

"What we've tried to create here is basically a brand journey," says Flowers in the movie, which was shot by Dezeen in Milan.

Visitors first passed through a multimedia exhibition describing the Japanese population's cultural relationship with water through text, exhibits and video.
"Water plays a very important cultural role in Japan," Flowers explained.

The brand also created two installations based on Japanese design principles that housed two new ranges of bathroom fixtures.

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