Bathroom manufacturer Villeroy & Boch has opened a brand experience centre and tourist attraction – Villeroy & Boch World – at its HQ.

Chairman of the Supervisory Board at Villeroy & Boch Gabi Schupp and representatives of its shareholder family at the official ribbon cutting ceremony

Set against the backdrop of the Old Abbey in Mettlach in the Saarland, it has been designed to have a greater role than a company museum, highlighting achievements over the past 277 years.

Villeroy & Boch World offers insights into production, a peek into the designers’ workshop, design highlights, as well as an exhibition of historical ceramics.

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Measuring more than 2,000sqm, it features a variety of room installations through to product worlds and interactive elements.

In addition, visitors will be able to purchase products from the Dining & Lifestyle division on site.

Villeroy & Boch World is claimed to be a highlight of the company’s Mettlach 2.0. location development programme, which the company has been pursuing with the municipality of Mettlach since 2010.

According to the company, it has invested “heavily” in the modernisation of the entire site, including the Old Abbey.

Chairwomen of the management board of Villeroy & Boch Gabi Schupp commented: “The world of Villeroy & Boch is extremely important to us as a company, as well as to the town of Mettlack and the region.

“The exhibition goes far beyond what you would expect from a traditional company museum.

“Together with the historic Old Abbey, the adjacent park and the new outlet store, it will become a place where the Villeroy & Boch brand can be experienced in all its facets.

“We’re creating another visitor magnet and an attractive leisure attraction for the town of Mettlach, the region and the Saarland.”