Pure Joy of Water: GROHE’s unique exploration of design, innovation and sustainability
From cocooning foam showers to ultra-customizable faucets, GROHE’s product innovations – presented at Milan Design Week – explore how water, design and personal expression can shape the bathroom as a space of daily transformation.
The bathroom is one of the most intimate spaces in the home – a place where rituals unfold, well-being is nurtured and personal identity is reflected. At Milan Design Week 2025, GROHE invited visitors to rethink this relationship by transforming one of the city’s most iconic gardens into a multisensory celebration of the Pure Joy of Water. Set within the atmospheric Garden Senato, the GROHE Aqua Gallery offered a poetic yet precise interpretation of the brand’s ethos: blending form, function and impact into a unified experience.
Far from a traditional product showcase, the installation invited guests into a dynamic dialogue with water – not simply as a resource, but as an emotional medium. Carefully curated spaces revealed GROHE’s design philosophy in action, merging indoor and outdoor elements through light, texture, sound and movement. The result was an immersive environment that explored how water connects humans to their surroundings, both physically and emotionally.
At the heart of the installation was the Aqua Atelier, a quiet, contemplative zone where guests could reflect on their personal relationship with water by composing an “Aqua Poem” – a gesture that elevated the sensory into the symbolic. Nearby, the Aqua Bar, constructed entirely from recycled plastic bottles, delivered a powerful message about sustainability and circular design, aligning GROHE’s aesthetic vision with its environmental mission.
Aqua Gallery, a new flow of personal expression
The Aqua Gallery also highlighted several product innovations that advance this intersection of design and responsibility: Purefoam, Allure Gravity, and Essence Crafted Lever. These three showcases not only demonstrate the company’s technical expertise, but also reflect a broader shift toward a future where water experiences are as individual as they are intentional.
This ethos is fully embodied in the GROHE Essence Collection, the brand’s most specified faucet line in the affordable luxury segment across Europe. Renowned for its harmonious proportions and refined, sensual minimalism, the collection now expands its creative potential with the introduction of precisely crafted lever variants and an extended palette of colors — offering even greater freedom for personalization and design expression.
Reinventing the shower experience
With Purefoam, the act of showering is redefined as a moment of sensory indulgence. This new technology introduces a warm, feather-light foam that envelops the body like a cocoon, transforming liquid soap into a delicate cloud with the press of a button. Far from a simple upgrade in hygiene, Purefoam offers a calming, tactile experience — a wellness ritual that soothes the senses and invites users to reconnect with their body and mind. To personalize each session, GROHE has introduced Kinuami body soaps, an exclusive collection of five fragrances ranging from energizing citrus to floral and marine-inspired blends.
The elegance of Purefoam lies in its effortless integration. Designed as a seamless add-on to existing thermostatic showers, it connects easily with minimal setup. A compact soap cartridge is inserted directly into the unit, which features user-friendly elements such as a rechargeable battery, five preset foam durations, and a self-cleaning mode. Available in either black or white, its slender silhouette is topped with a sleek glass shelf — a functional design detail that adds both style and utility to the shower environment.
Whether paired with GROHE’s exposed or concealed shower systems, Purefoam elevates the shower into a customizable retreat. Each hand shower in the bundled solutions is engineered for comfort and durability, featuring two spray types — Rain and Jet — and a protective silicone ring to prevent damage. Paired with dermatologically tested, parabens and microplastic-free soaps, Purefoam turns an everyday routine into a multisensory escape — a fusion of water, scent and skincare that transforms the ordinary into the extraordinary.
More than a faucet: a statement of identity
With Allure Gravity, GROHE introduces a new chapter in bathroom design — one where customization becomes an expression of identity. Part of the GROHE SPA portfolio, this contemporary bathroom collection reflects the growing desire for spaces that are not only functional but also deeply personal. Defined by a slim, architectural silhouette and intricate planes that seem to float, Allure Gravity is more than a faucet: it’s a modular design object that adapts to its surroundings — and its user.
At the heart of the collection is a unique system of interchangeable cover plates, available in luxurious materials like Caesarstone quartz, black and white glass, and mirrored colored glass. These elements can be easily swapped, allowing users to adapt the faucet’s appearance to their evolving tastes, seasonal moods or interior palettes. Paired with GROHE’s timeless Colors Collection, a timeless palette of curated colors and finishes, such as Phantom Black and the new Satin finish , Allure Gravity ensures a cohesive aesthetic throughout the bathroom.
The collection’s versatility extends beyond materials and finishes. Offered in multiple sizes and formats — including a classic single-lever mixer, a three-hole configuration, and the striking tray mixer — Allure Gravity accommodates a wide range of spatial and stylistic needs. The tray mixer, in particular, reimagines the faucet as a dual-purpose feature: a flat surface that functions both as a water outlet and a minimalist shelf.
Designed with architects and designers in mind, this line affirms GROHE’s role not just as a manufacturer, but as a creative partner in shaping truly bespoke spaces for well-being. The collection will be available starting in September 2025.
