interview: GROHE SPA aquatecture at milan design week 2024

GROHE SPA’s aquatecture at milan design week 2024

With Milan Design Week serving as inspiration for designers, architects, and other creative professionals, GROHE SPA’s ‘Aquatecture’ installation showcases how creative collaboration and experimentation can create transformative designs in 2024. Nestled within the historic location of Palazzo Reale, the water sanctuary exhibits and transcends traditional concepts of bathroom spaces, inviting visitors to immerse themselves in the therapeutic union of water, nature, and architecture. Patrick Speck, Leader LIXIL Global Design, EMENA, spoke with designboom to provide insights into the design ethos of health through water at the premium brand. Watch the interview above.

‘For 2024, we [GROHE SPA] had a tremendous opportunity to be even closer to the city center. We are pretty much beside the Duomo di Milano in this big square at the Palazzo Reale. The theme for Salone del Mobile this year, Materia Natura which means talking about materials and nature, gives two very interesting ingredients for us to come together with LIXIL Global Design & Brand Identity, and our inhouse design teams to cook something a bit different this year. At the same time it pays loads of respect for this Milanese landmark, but also it makes for something a bit different and a bit more interactive,‘ begins Patrick Speck, Leader LIXIL Global Design, EMENA, to designboom.

GROHE SPA builds Aquatecture for Milan Design Week 2024

all images courtesy of GROHE SPA

GROHE SPA’s promotes health through water

At its core, GROHE SPA’s ‘Aquatecture’ exhibition at Milan Design Week 2024 embodies the concept of the bathroom as a regenerative sanctuary. Patrick Speck, Leader LIXIL Global Design, EMENA, explains the significance of water not only in architecture but also in fostering holistic well-being. The motto of ‘salum per aquam’, Latin for ‘health through water’, is apparent in every aspect of the installation, reflecting GROHE’s commitment to enhancing lives through the transformative power of water.

‘Our main concept, Aquatecure, means the fusion between water and architecture. This also means the relationship and the dialogue between the built environment and nature, and what are all the intrinsic benefits that this fusion can bring,‘ notes Speck.

the immersive installation embodies the concept of the bathroom as a regenerative sanctuary

FOUR TIERS OF GROHE SPA DESIGN

‘We wanted to introduce the new collections and innovations, but the architecture itself invites visitors to step into each space and to really interact with the new products. Each of the Aquatecture spaces in the installation represents one of the four tiers that are building up the foundation of the GROHE SPA strategy,‘ continues the Leader LIXIL Global Design, EMENA.

The installation comprises four distinct spaces, each meticulously crafted to embody the essence of the GROHE SPA sub-brand. Speck elaborates how each of these spaces are curated to showcase not only GROHE SPA’s cutting-edge solutions but also the profound connection between water, architecture, and human experience. This includes customization, luxury, colors and finishes, and multi-sensory experiences.

four distinct spaces are meticulously crafted to embody the essence of the GROHE SPA sub-brand

Central to this design philosophy is the concept of biophilic design – an approach that seeks to reintegrate nature into our built environments and reconnect people with the natural world. The Leader LIXIL Global Design, EMENA, reveals the way this philosophy has manifested throughout the exhibition, with organic materials, natural light, and lush greenery evoking a sense of harmony and tranquillity, especially important for visitors during the busy Milan Design Week 2024. The fusion of water and architecture, aptly titled ‘Aquatecture’, further underscores the blend of nature and architecture in these immersive, interconnected spaces in the Palazzo Reale courtyard.

these spaces are curated to showcase GROHE SPA’s cutting-edge solutions within nature and architecture

Among the highlights are the GROHE Icon 3D and the GROHE Atrio outdoor shower, both showcasing the sub-brand’s dedication to innovation with luxury and customization. The GROHE Icon 3D mirrors the fluidity of nature with gentle curves and contours. Meanwhile, the GROHE Atrio outdoor shower blurs the boundaries between indoor and outdoor spaces. It extends and further exhilarates the sensory shower experience into the open air.

‘We are building up an interplay between indoors and outdoors. A brand-new product, the Atrio freestanding outdoor shower, offers another opportunity to enjoy and have this full bathroom experience outside,‘ reveals Speck.

the slim square cover plates of the GROHE Allure Gravity can be exchanged with glass, mirror, or quartz options

Personalization emerges as a central theme in the contemporary, immersive bathroom designs of the installation. Speck details how the GROHE Colors Collection empowers individuals to tailor their spaces to their unique preferences and needs, with a diverse palette of timeless options. This extends across different product categories to realize coordinated spaces. Meanwhile, the slim square cover plates of the GROHE Allure Gravity can be exchanged with glass, mirror, or quartz options. The allure of customization extends even further with the GROHE Icon 3D collection, as its 3D-printed products enable bespoke forms tailored to the customers’ exact specifications.

‘Absolute customization is shown as GROHE SPA utilizes 3D printer technologies to do something completely unique with metal printing. Our digital formula realized two brand-new concepts: the first is three head showers that work in combination, and the second is a new faucet. This shows the collaborative interplay between our design team but also with project managers, architects, designers, and planners,‘ adds Patrick.

the GROHE Icon 3D mirrors the fluidity of nature with gentle curves and contours

GROHE SPA’s Milan Design Week 2024 installation transcends aesthetics, offering a fresh perspective on bathroom design to visiting designers, architectures, and other creative enthusiasts. It prioritizes experience and regeneration. Patrick Speck, Leader LIXIL Global Design, EMENA, emphasizes this shift for his design team, as customers move towards quality experiences over material possessions. Creating spaces that enrich lives and leave lasting impressions is key. This can, for example, be realized through tactile finishes to create a personal touch in spaces or with clean, minimalist designs to set a calm atmosphere. The installation exemplifies the boundless potential of design to elevate human experience and create truly healthy spaces through the blend of nature and architecture.

‘It supports this idea of health through water by bringing the best of GROHE SPA products,‘ concludes Patrick Speck, Leader LIXIL Global Design, EMENA, in an interview with designboom.