Dutch bathroom and wellness brand JEE-O International is now represented at the Sanipex Group's new showroom in Jumeirah, Dubai. The two-floor space on Jumeirah Beach Road presents bathroom, wellness, kitchen, and outdoor design in a curated setting.
According to Lammert Moerman, founder of JEE-O, 'Being part of this space means our designs can be discovered in context. In a beautifully composed environment.' The showroom is positioned as a platform where multiple design brands are displayed side by side, allowing architects, designers, and clients to assess products within a broader design environment.
© Lammert Moerman | JEE-O | LinkedIn
Collaboration and visibility
JEE-O's inclusion reflects the brand's interest in visibility in international markets, particularly within the Middle East. The company's portfolio on display includes both indoor and outdoor items, offering insight into material applications and design solutions in real-life settings. Moerman emphasised the role of Sanipex in providing the venue, stating, 'Thank you SANIPEX GROUP for opening a platform where craftsmanship, innovation and aesthetics come together.'
For trade professionals, such showrooms offer an opportunity to evaluate design offerings beyond catalogues or digital representations. The Jumeirah showroom spans two levels, providing a framework for integrated presentations of different design disciplines, from sanitary ware to outdoor living solutions.
© Lammert Moerman | JEE-O | LinkedIn
Industry perspective
This move highlights the ongoing strategy among European design brands to establish international touchpoints in regions with high project activity. The showroom serves as both a point of contact for professional audiences and a display environment for conceptual and functional product arrangements. By situating products in a multi-brand context, brands like JEE-O aim to communicate their design language and material choices directly to architects and interior designers considering them for projects.
More information:
JEE-O
[email protected]
www.jee-o.com
