GROHE SPA at Milan Design Week 2024

Step into the world of new luxury and innovation with Karl Lennon, Leader GROHE SPA, LIXIL EMENA, as he reminisces about the spectacular relaunch of GROHE SPA at Milan Design Week 2023 and shares his excitement for this year's upcoming event. In our interview, Karl offers insights into the past year's journey of growth and resilience for our premium sub-brand, highlighting its lasting impact and success within the architecture and design community and discusses the way forward.

Last year we relaunched GROHE SPA at Milan Design Week. What comes to your mind when thinking back to it?

It's hard to believe how quickly the year has flown by, and here we are already in the midst of final touches for the upcoming Milan Design Week. One standout moment for me was the experience of walking into the Pinacoteca and seeing our installation. It was truly spectacular and left me with a huge sense of pride. The success of that event and lasting impact for GROHE SPA was significant, especially in how well it resonated with the architecture and design community. And I truly cannot wait for the reveal of this year’s exhibition space. No doubt, it will certainly make a landmark impression for all those who will have a chance to see it live.

It sounds like Milan was and will be a memorable experience. How has the past year been for our sub-brand GROHE SPA?

It's been a journey of growth and resilience. Despite the challenging environment we've worked closely with markets worldwide to elevate our brand awareness. While there's still work to be done, it's been an exciting process. Now, we're focused on translating that awareness into tangible results and achieving the ambitions we've set for the brand. Next stop is Milan Design Week!

What do you expect to see at Milan Design Week?

Milan Design Week is a unique event when you compare it to the rest of what we do around the world. It is truly the one moment of the year when the world's architects and designers come together in one place to be inspired and what better place to share and collaborate. And the GROHE SPA installation really is the next big thing for visitors to explore. A testament to the importance of Milan Design Week is that it's not just manufacturers like us that take part, but fashion brands and the like who obviously see the value of being around creative people.

You mentioned architects and interior designers. What is their significance for GROHE SPA and what is it like to work with them?

They're creative minds with a focus that extends beyond the present, as many of their projects aren't slated for completion until several years down the line. This forward-thinking approach sets them apart as trendsetters.

Working with A&D involves ongoing collaboration and evolution. They're always seeking new ways to differentiate their projects from conventional designs, striving for distinctive experiences for their clients. This continual quest for innovation presents challenges, but the rewards are substantial. Witnessing a project evolve from initial sketches to a completed structure is immensely satisfying.

Unlike traditional sales transactions, our engagements with A&D professionals are focused on problem-solving and customization tailored to their specific needs.

What does the A&D community value about GROHE in general?

In terms of brand value, A&D professionals appreciate our expertise in water management and our commitment to sustainability, longevity, and timeless design. Additionally, they expect a higher level of quality and service, particularly in spa environments where wellness and personalization are paramount.

Overall, our engagement with A&D professionals revolves around addressing their evolving needs and preferences, whether it's sustainable practices, wellness-focused designs, or personalized solutions tailored to their projects. By understanding and meeting these expectations, we solidify our GROHE SPA value proposition within the A&D community.

How do we ensure our value proposition meets the A&D community’s expectations?

We've collaborated with the A&D community, holding workshops to align our ideas and move forward as a sub-brand. It's essential to learn from both sides to truly understand consumer needs and create meaningful products. Personalization, health and wellbeing, and sustainability are key focus areas for us. We aim to offer customizable solutions, prioritize consumer wellness, and integrate sustainable practices into our operations. Our modular products, such as Aqua Ceiling Showers showcase our commitment to innovation. We're also exploring sensual products in our lab to push boundaries further. This playful approach allows us to stay ahead in the luxury space.

Could you elaborate more on the notion of personalization, health and wellbeing, and sustainability?

Personalization, for us, is a significant focus. We recognize that differentiation is key for our clientele, especially within project-based contexts. Our Private Collections for example offer a platform for customers to tailor their preferences, whether in finishes or handle variants. Furthermore, we're attuned to the growing emphasis on health and wellbeing. Consumers today prioritize self-care more than ever, and our forthcoming products will reflect this, offering tangible benefits to this end. Sustainability is another cornerstone of our strategy. It's a topic we've long been engaged with and integrating sustainable practices into our product development is a non-negotiable aspect for us. These three pillars – personalization, health and wellbeing, and sustainability – serve as enablers for meaningful interactions with our customers and partners.

Looking ahead, what do you believe is crucial for the success of GROHE SPA?

I believe it's essential to understand our positioning and target audience. We've developed our brand to appeal to luxury consumers and to collaborate with architects, interior designers, and other stakeholders to provide tailored solutions for their projects. By extending our reach and continuing to meet the needs of our target audience, we'll pave the way for success. As for this year, we have exciting plans in the pipeline, particularly in the realm of personalization. Our aim is to continue offering bespoke solutions that cater to diverse consumer needs and preferences. Additionally, sustainability will remain a focal point, as we strive to integrate eco-conscious practices into every aspect of our operations.