Creating a haven of well-being amidst Milan – ‘Aquatectures’ by GROHE SPA
GROHE makes a comeback at Milan Design Week with a transformative experience. The installation, hosted at the prestigious Palazzo Reale, pays homage to the history of the former royal palace’s courtyard garden.
During April 16-21, the courtyard of Palazzo Reale will transform into an exhibition space. Designed by the LIXIL Global Design and Brand Identity team, the ‘Aquatectures‘ installation honors the building’s history while intertwining it with the contemporary GROHE SPA concept of “Salus per aquam” (health through water).
“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,” explains Patrick Speck, Leader, LIXIL Global Design EMENA.
Following the success of the GROHE installation at the Pinacoteca di Brera, which garnered the prestigious Red Dot “Best of the Best” award and attracted over 30,000 visitors during Milan Design Week 2023, the brand is set to make a return this year with a new immersive experience.
“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 customizable solution utilizing 3D metal-printing to create bespoke 1 of 1 designs, to luxury material collaborations and trend setting colors, materials and finishes,” adds Patrick Speck.
In 2023, GROHE made an exceptional and immersive public event located in the heart of Milan. This event marked the launch of the premium sub-brand GROHE SPA, where the brand’s profound passion for water was celebrated through an installation that harmonized with the magnificent architecture of one of Milan’s most esteemed art museums, the Pinacoteca di Brera.
Within this setting, four immersive environments were showcased, each dedicated to a specific theme: 3D printed metal faucets, the Atrio and Allure Brilliant Private Collection collections, the fashionable GROHE Colors finishes, and a multisensory experience highlighting the brand’s shower solutions.
