GROHE shows off elegant Icon 3D collection at Milan Design Week

At Milano Design Week 2023, GROHE showcased the revitalized premium sub-brand GROHE SPA, which invites users to indulge in holistic water rituals. It did so via elegant bathroom designs displayed in four immersive cubes, starting with the 3D metal-printed Icon 3D products and continuing with bespoke Atrio and Allure Brilliant Private Collections, GROHE Colors, and modular shower solutions.

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. The design elite, and young up-and-coming talents, as well as global brands, showcase their work with exhibitions, presentations and events spread throughout the city. 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. The broad portfolio ranges from elaborate faucet collections, customizable ceiling showers and intricate ceramics to complementary accessories. In addition to showcasing these exclusive products which create unique luxurious well-being areas, the brand expresses the GROHE SPA ‘Health Through Water’ concept through a water-inspired installation reflecting the stunning architecture of the art museum.

Health and well-being in four tiers

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 Icon 3D collection: the PBF metal 3D printed products redefine what is possible while taking sustainable product design with ultimate customization options to a new level. In addition to seeing the exclusive products, visitors can hear the sound of the 3D printing, see the process on an LED screen and feel a change in temperature: it gets warmer as soon as the printing simulation starts. The ICON 3D products are real and they are commercially available however they are not exactly for every pocket, with prices ranging in the several tens of thousands of euros per item. But they are beautiful to see, with designs that leverage AM on extremely thin walls and hollow structures, while maintaining a traditional elegance that is in line with the company’s other high-end products.

Besides the Icon 3D product line, 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. In order to enable end-consumers to enjoy an authentic marble style with a high-quality finish, GROHE is partnering with Caesarstone, the global pioneer of premium countertop surfaces, to craft faucet handles from the brand’s durable surfaces in timeless designs. The installation demonstrates this partnership perfectly: As the key element, the black and white marble divides the space into two halves, demonstrating the many combinations that the collections make possible.

“After digitally launching GROHE SPA at our GROHE X Summit in 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, unrivaled 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, LIXIL EMENA.

A reflection of “Health through Water”

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. The stillness of the water expands the space and creates a kind of illusion while representing cleanliness and well-being. Four cubes are placed in the courtyard’s corners to provide interior spaces where GROHE SPA’s four tiers are showcased. A mirror surface is used on all these cubes to contribute to the infinite look of the installation.

“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. 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,” said Patrick Speck, Leader, LIXIL Global Design, EMENA.

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.