Grohe presented its revitalised Grohe Spa sub-brand at the Pinacoteca di Brera art museum at Milan Design Week, showcasing its elaborate bathroom and kitchen-based portfolio, as well as its new ‘Health Through Water’ concept, a water-inspired installation.

Entering the courtyard of the Pinacoteca, visitors were able to 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 saw four cubes placed in each of the courtyard’s corners to provide interior spaces within which Grohe Spa’s four tiers could be showcased.

“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,” says Patrick Speck, Leader of Lixil Global Design, EMENA. “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.”

Each of the four cubes was dedicated to presenting one of the four tiers that bring Grohe Spa to life. First, the Grohe Spa Icon 3D collection was on show, where visitors were also able to hear the sound of the 3D printing, see it on an LED screen and feel the change in temperature that comes with the process.

The second tier was centred around the bespoke Atrio and Allure Brilliant Private Collections, which allow customers to choose from a curated range of colours, materials, finishes and handle designs. The Grohe Colours Collection was the focus of the third tier, demonstrating the array of colours available to create personalised bathrooms, while the fourth tier revolved around modular shower solutions, displaying a multi-sensory experience with mist, light and sound modules, as well as an LED screen showing images inspired by nature.

Karl Lennon, Leader of Grohe Spa, Lixil EMENA adds: “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.”