A unique, multisensory experience that interacts and literally reflects the architecture of one of the most prestigious art museums in Italy, the Pinacoteca di Brera: the "GROHE SPA Health Through Water" installation presented by the brand, one of the leader in complete bathroom solutions and kitchen systems, at the Milan Design Week, from 18 to 23 April 2023, is destined to become one of the most visited attractions by the Fuorisalone public, both for the centrality of the project (in the heart of the Brera Design District) and for its spectacular nature. Four immersive environments reveals the elegant and innovative bathroom design, each dedicated to a theme: 3D metal-printed faucets, the Atrio and Allure Brilliant Private Collections, the trendy GROHE Colors finishes and a multi-sensory experience for the brand's shower solutions. 

We talked about GROHE's presence at Milan Design Week and the new collections on display with Patrick Speck, Leader LIXIL Global Design, EMENA.

“Well-being through water”: with the new collections GROHE proposes multi-sensory experiences. This concept reflects the new interpretations of the bathroom, which is increasingly becoming a place for body care. Can you describe your philosophy to us?
What we currently see, is a notable change in the perception of the home as personal retreat. It is usually the bathroom that serves as a personal space where the positive effects of water on the body and mind can be fully embraced. Our philosophy is guided by the belief that water is the source of vital energy. The word SPA originates from the first letters of "Salus Per Aquam", Latin for "Health Through Water". As a true elixir of life, water enables precious moments of indulgent bliss. By harnessing these positive effects, people can switch off from the noise of the outside world to find peace for body, mind and soul. This is the founding concept behind GROHE SPA. It curates exclusive products to create unique luxurious wellbeing areas that allow the user to become immersed in soothing water rituals.

Customisation is one of the most important features of the new collections. Can you tell us about this? With a focus on GROHE Atrio and Allure Brilliant Private Collection, GROHE Private Collection and GROHE Perfect Match.
Customisation plays a crucial role for GROHE SPA as today’s homeowners – particularly in the luxury space – want individuality and the chance to tailor the look and feel of their home to reflect their unique style. Transforming the bathroom into a personal home spa is about creating holistic experiences that appeal to personal preferences. That is why we offer a portfolio that is broad yet harmonious, inviting endless combinations of design elements to achieve extraordinary results. There is an invisible thread running through all our collections, in line with what we call "the perfect match principle". This helps designers and architects to create coherent spaces, while appealing to personal tastes and preferences. One example is our luxurious GROHE SPA Atrio and Allure Brilliant Private Collections. They feature carefully curated colors, materials, finishes and handle designs, promoting versatility and individuality.

We collaborated with global pioneers Caesarstone to develop exquisite materials to incorporate into our faucet designs, elevating them into sculptural masterpieces. These beautiful quartz accents can be reflected creatively in wall and surface materials to achieve a harmonious balance between the fittings and the physical space they inhabit. Together with elegant tactile finishes, like immaculately knurled handles, GROHE SPA provides the creative inspiration to conceive sumptuous, one-of-a-kind bathroom concepts. 

“GROHE SPA Health Through Water” at Fuorisalone 2023? How does it relate to the new collection?
Attracting designers, architects and visitors from all over the world, Fuorisalone is one of the biggest and most important annual events for creative minds. It is the ideal place to show selected pieces of the new sub-brand GROHE SPA 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. In addition, the Fuorisalone gives us the chance to create a truly unique experience for the entire design community. Entering the courtyard of the prestigious art museum Pinacoteca di Brera, our visitors can immerse themselves in a holistic experience with water at its core.

Designed by our in-house Design and Brand Identity team, our water inspired installation reflects the stunning architecture of museum. The stillness of the water expands the place and creates almost an illusion, while representing cleanliness and wellbeing. The exhibition is complemented by innovative bathroom designs within four immersive cubes, each dedicated to one special tier: the pioneering 3D metal-printed products, the bespoke GROHE SPA Atrio and Allure Brilliant Private Collections, trend-leading GROHE Colors, and a multi-sensory experience for the brand’s shower solutions.

We are also interested to hear about the beauty and difficulty of working in a historical context such as the Pinacoteca di Brera. How did you created the concept to be presented in this renown cultural building?
We are thrilled that we can showcase GROHE SPA at the Pinacoteca di Brera. The beautiful architecture of the museum is a perfect match for our luxurious product portfolio. Working in such a historic location, it is important that our installation does not only underline our concept “Health Through Water” but also pays tribute to the Pinacoteca. By combining our passion for water with the surroundings, we create a fusion of stunning architecture. Since our goal is to provide a holistic experience for our visitors, one of the challenges was to figure out where we could best integrate our products into the installation. The idea was to install four cubes in the corners of the courtyard, each dedicated to one of four tiers that bring GROHE SPA to life. The limited space in the Pinacoteca courtyard now contributes to an even better experience, as visitors are guided from cube to cube. This also reflects the challenge of creating a sensory experience in every home – it is all about customisation and working within the space available.