Winners profiles 2024
GROHE’s appearance at Milan Design Week was nothing less than the harmonious fusion of water and architecture. In sensual “Aquatecture” rooms in the inner courtyard of the Palazzo Reale, visitors were completely immersed in the brand world. The corporate credo “Salus Per Aquam” was reflected here, as was the in-house design team’s feel for how to appeal to new target groups through sensory experiences.
Interview with LIXIL GLOBAL DESIGN
Red Dot: GROHE staged itself at the Milan Design Week in the courtyard of the Palazzo Reale. What did this location mean to you?
LIXIL GLOBAL DESIGN: The Palazzo Reale holds special meaning due to its historical and cultural significance as a former royal residence. This iconic place serves as a cultural hub and hosts international art exhibitions. Its stunning neoclassical architecture made it the ideal choice for our installation. But it was only when we delved deeper into the history of the palace that it became the perfect backdrop to bring the GROHE SPA concept “Salus Per Aquam” to life.
In what way was it ideal for your concept?
Inspired by the former court garden of the Palazzo Reale and in synergy with the “Materia Natura” theme of Milan Design Week, we thoughtfully combined nature and architecture to create immersive “Aquatecture” spaces that reflect the essence of our brand. “Aquatecture” is the fusion of water and architecture. Our holistic installation represents this through spaces that emphasise the importance of water in architecture and the benefits of this connection for health and well-being. Each room represents one of the four tiers that bring GROHE SPA to life. Interestingly, the former garden was also based on a four-part structure, so it really was a perfect fit.
Are trade fairs and exhibitions important contact points for you?
Trade fairs and exhibitions are generally important communication elements for us, but Milan Design Week is something very special. It provides an unrivalled platform for engaging directly with our audience and showcasing our innovative designs in a very immersive way. We focus on creating unique and memorable experiences rather than just exhibiting products.
At GROHE, product and communication design obviously go hand in hand. Is this one of the company’s recipes for success?
The synergy between product and communication design is of central importance to us. Consumers are becoming more and more demanding and are looking for brands that really enrich their lives. A strong brand value is therefore not only beneficial, but essential. It is based on the perceptions and experiences of our consumers, and only brands that clearly communicate their value stand out in a crowded market.