Over the course of the year, GROHE has focused on supporting its go-to-market strategy across its three differentiated product ranges, including the premium sub-brand for designers and specifiers, GROHE SPA. The brand revitalised the sub-brand with a captivating exhibit at Salone del Mobile, Milan Design Festival in April. Taking over the prestigious art museum Pinacoteca di Brera with a mesmerizing reflective display, showcasing its product portfolio through four immersive tiers.
Expressing the overall ‘Health Through Water’ concept, the showcase included the state-of-art ICON 3D collection of taps and launched The Private Collection, a range of luxurious bathroom fittings with customisable handles in collaboration with Caesarstone Quartz. The showcase was awarded the renowned ‘Best of the Best Red Dot: Brands & Communication Design Award’ for its uniquely creative experience, and the Private Collection was awarded the prestigious iF Design Gold Award for its outstanding design and personalisation.
Customisable design and personalisation continued to be evident in the bathroom brand’s launches throughout the year, as the it expanded its Colour Collection with a deep lacquered matte black, Phantom Black, which is now available across the entire portfolio. At HIX 2023, GROHE also displayed two new satin finishes, Satin Steel and Satin Graphite, which are due to launch as part of the GROHE SPA portfolio in 2024, offering a luxurious silken finish.
Following the successes of Milan, in June the company celebrated its Professional portfolio with a two-day brand experience event in Portugal and debuted the GROHE Everstream, the brand’s first water-recycling shower system. With its market launch due in 2024, the Everstream represents a ground-breaking solution that addresses the significant water consumption in both domestic and commercial bathrooms, designed to create the showering experience users expect while consuming as little fresh water as possible. Through its innovative technology that recirculates and cleanses the same 4L of water via heaters, filters, and UV light, the Everstream provides a viable resource saving solution to designers and specifiers.
Through its dedicated Professional portfolio and GIVE Program, GROHE has continued to encourage industry growth and development throughout the year. As of November 2023, the GIVE Program has over 70 collaborations with schools in the EMENA region and aims to reach 5,000 students annually by the end of 2025.
GIVE is currently supporting 2,500 students in more than 30 countries across EMENA. An additional goal for the program is to encourage more diversity into the installer profession and to help bridge the gender gap within the field. GIVE was the headline sponsor to the debut Female Skills competition 2023 hosted by student UK installer magazine, HIP, and have since confirmed sponsorship for the 2024 event.
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Main image credit: GROHE