GROHE SPA celebrates ‘Health through Water’ at Milan Design Week 2023

Attracting architects, designers and visitors from all over the world, Milan Design Week is one of the biggest and most important annual events for creative minds. Here we share with you one of our event highlights, an immersive, beautifully resolved installation developed by LIXIL for Grohe Spa.

The design elite, and young up-and-coming talents, as well as global brands, showcase their work with exhibitions, presentations and events spread throughout the city. In this vibrant setting, GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, presents its revitalized GROHE SPA sub-brand at the prestigious art museum Pinacoteca di Brera.

The broad portfolio ranges from elaborate tap collections, customizable ceiling showers and intricate ceramics to complementary accessories. In addition to showcasing these exclusive products which create uniquely luxurious wellbeing areas, the brand expresses the GROHE SPA ‘Health Through Water’ concept through a water-inspired installation reflecting the stunning architecture of the art museum.

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“After digitally launching GROHE SPA at our GROHE X Summit mid-March, Milan Design Week is the ideal place to show selected pieces of the portfolio to the public. Our products form a symbiosis of premium quality, cutting-edge technology, unrivalled precision, and progressive design – a perfect match for the event’s sophisticated audience. The incredible immersive installation rounds off our presence by combining our passion for water with the beautiful surroundings of the Pinacoteca di Brera,” said Karl Lennon, Leader, GROHE SPA, LIXIL EMENA.

Water-inspired installation: a reflection of “Health through Water”

Entering the courtyard of the Pinacoteca, visitors can immerse themselves in a holistic experience with water at its core. Designed by the in-house design and brand identity team LIXIL Global Design, the immersive installation reflects the art museum, including the statue of Napoleon at the center by one of the most important sculptors of his day, Antonio Canova. The stillness of the water expands the space and creates a kind of illusion, while representing cleanliness and wellbeing. Four cubes are placed in each of the courtyard’s corners to provide interior spaces where GROHE SPA’s four tiers are showcased. A mirror surface is used on all these cubes to contribute to the infinite look of the installation.

“Our immersive installation celebrates the GROHE SPA concept of ‘Health through Water’, while paying tribute to the artistic legacy of Pinacoteca. We believe that water is the source of vital energy. By appealing to different senses with our installation, we want to create a special experience for our guests – just like our GROHE SPA products do. Transforming the bathroom into a home spa is not about using individual products, but about creating holistic experiences that embrace the positive effects of water on the body and mind,” said Patrick Speck, Leader, LIXIL Global Design, EMENA.

Health and wellbeing presented in four tiers

Each of the four physical cubes nestled into the space is dedicated to one of four tiers that bring GROHE SPA to life. First, the GROHE SPA Icon 3D collection: The 3D metal-printed products redefine what is possible, while taking sustainable product design with ultimate customization options to a new level. In addition to seeing the exclusive products, visitors can hear the sound of the 3D printing, see the process on an LED screen and feel a change in temperature, it gets warmer as soon as the printing simulation starts.

GROHE ICON 3D: ABSOLUTE CUSTOM IZAT ION. GROHE has reinterpreted the Atrio and Allure Brilliant lines as well as a Rainshower headshower by pushing the limits of 3D metal-printing. The hyper-minimalist faucet design saves precious resources while conveying the purity and elemental spirit of water rituals. Inspired by the shapes of nature, the ultra-thin silhouettes made of stainless steel give the flowing water the appearance of an optical illusion. GROHE’s 3D metal-printing process makes virtually any geometry possible and allows the creation of truly unique, customized design statements in the bathroom. The elaborate technology signifies the exclusivity of the Icon 3D pieces: each is unique, and the collection edition is limited to a few pieces per year.

The second tier is comprised of the bespoke Atrio and Allure Brilliant Private Collections which allow customers to choose from a carefully curated range of colours, materials, finishes and handle designs. In order to enable end-consumers to enjoy an authentic marble style with a high-quality finish, GROHE is partnering with Caesarstone, the global pioneer of premium countertop surfaces, to craft tap handles from the brand’s durable surfaces in timeless designs. The installation demonstrates this partnership perfectly. As the key element, the black and white marble divides the space into two halves, demonstrating the many combinations that the collections make possible.

G R O H E P R I VAT E C O L L E C T I O N S: PERSONALIZED LUXURY. GROHE is partnering with Caesarstone, the global pioneer of premium countertop surfaces, to develop exquisite materials to incorporate into the brand’s faucet designs and ensure a durable high-quality finish. These quartz accents can be creatively reflected in wall and surface materials to achieve a harmonious balance between the fittings and the physical space they inhabit. With elegant tactile finishes, like immaculately knurled handles, GROHE SPA provides the creative inspiration to conceive sumptuous, one-of-a-kind bathroom concepts.

The GROHE Colours Collection is in the focus of the third tier. With trend-leading colours for products such as GROHE Allure and Aqua Ceiling Modules, the collection makes it easy to create personalized bathrooms. Cool Sunrise is the main colour used in this cube, and the displayed collections bathe the room in a golden light, while visitors can hear the sound of water and feel its humidity thanks to the elevated temperature.

COLORS , MATERIALS , FINISHES: HARMONY IN DESIGN. GROHE SPA represents the pinnacle of bathroom design. The product portfolio is broad yet harmonious, inviting endless combinations of design elements to achieve extraordinary results. Transforming the bathroom into a personal home spa is about creating holistic experiences that appeal to personal preferences. Today’s homeowners want individuality and the chance to customize the look and feel of their home to reflect their unique style. The GROHE Colours Collection encompasses a curated palette of timeless colours and finishes for full freedom of choice – from faucets to showers right to the matching accessories. Be it gentler tones such as Warm Sunset and Cool Sunrise, stylish modern Hard Graphite in a polished or brushed finish or the luxurious Supersteel. The colours are applied using the innovative Physical Vapor Deposition (PVD) coating technique in the in-house PVD chambers – yielding finishes that are up to three times harder and ten times more scratch-resistant than galvanized finishes. Always consistent with the ‘perfect match principle’, the GROHE Colours Collection helps designers and architects to create coherent spaces.

Completing the exhibition, the fourth tier revolves around modular shower solutions. GROHE has created a multi-sensory experience with mist, light and sound modules, as well as an LED screen showing images inspired by nature.

LIGHT, STEAM , SOUND , SMELL: MULT I – S EN SORY MOM EN T S O F BL I S S. Water affects us in all kinds of positive ways. It calms, cleanses and heals the body. But it also invigorates and energizes. GROHE SPA touches all our senses, fully nourishing mind, body and soul. The GROHE Rainshower Aqua Ceiling Showers are designed to create unique water rituals and multi-sensory moments of bliss. In combination with the GROHE light, steam and sound modules, they offer an atmosphere that goes beyond the ordinary shower experience. Elevating the inspiring power of water, GROHE SPA transforms the shower into a place of re-creation and wellness, designed by the user.

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About Alys Bryan

Alys is a knowledgeable design editor who is focused on instigating conversations, both online and in-person, with industry experts which challenge, educate and advance the commercial interior sector. Her training and 15 years of professional experience as a furniture designer for the commercial sector makes her uniquely placed to lead Design Insider as Editor
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