Grohe has announced it is set to showcase selected pieces of its premium sub-brand Grohe SPA at Milan Design Week, which is taking place from 16th – 21st April. With over 30,000 visitors, the Red Dot 'Best of the Best' awarded Grohe SPA installation at the Pinacoteca di Brera left a lasting impression at Milan Design Week 2023. Building on this success, the company is returning this year with a new immersive experience in one of Milan’s most prestigious locations: The Palazzo Reale. The former royal palace near the Duomo serves as a cultural nexus and is home to international art exhibitions – the ideal scene for Grohe SPA’s celebration of the revitalising power of water.
“We are proud to be a part of Milan Design Week once again. This occasion offers us an ideal platform for meaningful engagement and exchange with architects and designers, fostering mutual inspiration. Our objective transcends a mere product presentation; rather, we aspire to cultivate a holistic experience that underlines the essence of Grohe SPA: the belief that water is the source of vital energy,” says Karl Lennon, leader Grohe SPA, Lixil EMENA.
During the show, the courtyard of the Palazzo Reale itself will undergo a metamorphosis into an exhibition space. Conceived by the in-house LIXIL Global Design and Brand Identity team, the installation pays tribute to the history of the building by evoking its past and interweaving it with the contemporary Grohe SPA 'Salus per aquam' concept.
“Inspired by the former courtyard garden and in line with the motto of the Fuorisalone ‘Materia Natura’, we are aiming to blend nature and architecture to create a sensory journey focusing on the element of water. Visitors will be taken through our innovative concept of ‘Aquatecture’ spaces, experiencing the essence of our brand and our carefully curated bathroom solutions. We intend to elevate the significance and importance of water in architecture and the health and well-being benefits this infusion can bring. Each ‘Aquatecture’ represents one of the four tiers that bring Grohe SPA to life. From tier one the most exclusive and customisable solution utilising 3D metal-printing to create bespoke designs, to luxury material collaborations and trend setting colours, materials and finishes,” explains Patrick Speck, leader, Lixil Global Design EMENA.
