GROHE SPA Returns to Milan Design Week with a Transformative Experience

GROHE will showcase selected pieces of its premium sub-brand GROHE SPA at the world’s biggest annual design event from 16th – 21st April. Crafting a sanctuary of well-being in the heart of Milan, the immersive experience based on “Aquatectures” fuses water and architecture to bring the GROHE SPA “Health through Water” concept to life. The installation at the prestigious Palazzo Reale is paying tribute to the history of the former royal palace’s courtyard garden.

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 on Milan Design Week 2023. Building on this success, GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, 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 scenery 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.

From 16th-21st April, 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.

Discovering GROHE SPA

Architects, designers, and visitors can experience the installation and GROHE SPA firsthand at the Palazzo Reale, from 16-21, April 2024.

The installation will be open to the public on:
16/17 April from 10:30am-7:30pm CET
18 April from 10:30am-5:00pm CET
19/20 April from 10:30am-10pm CET
21 April from 10:30am-6:00pm CET

On April 15 the installation will be exclusively open to media from 12pm-6pm CET.