LIXIL Global Design

For decades, the GROHE brand has combined water, the elixir of life, with innovative product design and emotional brand communication. Since 2014, it has been part of the brand portfolio of LIXIL, a leading manufacturer of innovative water technologies and housing products. The in-house design team knows how to turn the “pure joy of water” into new experiences again and again – such as with a special exhibition during the Salone del Mobile 2023.

Interview with LIXIL Global Design

Red Dot: To what extent did the architecture of the Pinacoteca di Brera inspire your contribution to this GROHE SPA exhibition?
LIXIL Global Design: For our presentation at Milan Design Week, we wanted a special location, a place that reflects the value of our revitalised premium sub-brand GROHE SPA. The Pinacoteca di Brera has an extraordinary, inspiring atmosphere, is full of history and embodies beautiful architecture – a perfect complement to our immersive, serene artistic installation.

How did the idea of the water installation in the courtyard come about?
On the one hand, we wanted our installation to pay respectful tribute to the artistic legacy of the Pinacoteca and blend seamlessly into the stunning architecture. On the other hand, we aimed to express our passion for water and the overall GROHE SPA “Health through Water” concept. With the water surface, we managed to combine both aspects and create an infinite look that represents both cleanliness and well-being.

Visitors were able to immerse themselves in the GROHE SPA world in four cubes. Is the holistic experience an essential key to making brands accessible today?
Each of the four physical cubes is dedicated to one of the levels that bring GROHE SPA to life. Our aim was to take visitors on a journey from cube to cube and from tier to tier. Behind this is a narrative that allows people to penetrate and experience what they actually see, which brings them closer to the brand and the concept behind it. This holistic approach is definitely one of the key factors of our GROHE SPA installation.

What brand values did you want to convey with this presentation?
The word SPA comes from “salus per aquam”, which is Latin for “Health Through Water”. This is the founding concept of GROHE SPA. Transforming the bathroom into a spa at home is not just about using products, but about creating holistic experiences that celebrate the positive effects of water on the body and mind. GROHE SPA curates exclusive products to create unique, luxurious well-being spaces and the ultimate water experience. The products embody the convergence of premium quality, cutting-edge technology, precision and advanced design.