Villeroy & Boch challenged us to create breakthrough innovations in the highly competitive toilet market where differentiation seemed impossible. Using our systematic innovation methodology, we applied the principle of eliminating core components, in this case, removing the toilet’s rim entirely. This radical simplification revealed hidden benefits: the resulting DirectFlush design enables quick, thorough cleaning with complete access for brushes and cleaning agents, delivering a clear hygiene and cleaning-efficiency advantage that standard rimmed toilets cannot match.
