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. 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 Pinacoteca di Brera art museum.
“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, and Lixil Emena.
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.
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.
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 colors, materials, finishes and handle designs. Grohe is partnering with Caesarstone, the global pioneer of premium countertop surfaces, to craft faucet handles in timeless designs.
The Grohe Colors Collection is in the focus of the third tier. With trend-leading colors for products such as Grohe Allure and Aqua Ceiling Modules, the collection makes it easy to create personalized bathrooms.
Cool Sunrise is the main color 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.
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.
