A year after the launch of its digital content platform Grohe X, Grohe has announced it is expanding its brand experience into a hybrid format. Grohe X 'curates’ inspiration and information in 13 different languages – tailored to the interests of different target groups. This enables both end consumers as well as trade partners, installers, architects, designers, and press members to create their own individual Grohe brand experience.
As people are eager to engage in physical encounters again, Grohe X is now expanding its digital community by introducing the Grohe X Brand & Communication Experience Center in Hemer, Germany, which combines a physical visitor facility and five studios for training and content production as well as hybrid events. The studios are the heart of the new Grohe X Brand & Communication Experience Center, which invites visitors to experience the brand on site or take part in interactive training sessions.
Three Grohe X Motion Trucks complement the brand experience by bringing it directly to the customer. Each one includes a stage with a large LED screen, enabling local content to be pre-produced or streamed live to the Grohe X platform. In addition, visitors can explore selected Grohe products both physically and virtually.
Jonas Brennwald, leader Lixil EMENA and co-CEO of Grohe AG said: “For us, the pandemic was an accelerator of digitalisation. We created a virtual environment where we could continue to interact with our customers. But the relationship with our partners is also based on the physical experience of our products and truly personal connections. With the new Brand & Communication Experience Center in Hemer, we are giving Grohe X a physical home. In addition, we now have our own studios there, where we can produce our content independently. As the last building block, we added our Grohe X Motion Trucks, which bring our brand physically to our partners. With Grohe X as a hybrid system, we can play our part in building the sanitary industry community of the future. A community that is far-reaching yet closely connected.”
PIctured: Inside one of the Grohe X studios at Hemer.