Milan Design Week Trend Story

• GROHE SPA “Aquatecture” installation embodies the desire for regenerative and transformative spaces, celebrating “Salus per aquam” (Latin for “Health through Water”)

• Biophilic design, personalization and experiential value form the cornerstones of the regenerative bathing space

Düsseldorf, April 30, 2024 – Milan Design Week serves as an inspiration for architects and designers, encouraging collaboration and experimentation. This year, one common thread was running through the various brand experiences: the idea of regenerative and transformative spaces. Patrick Speck, Leader LIXIL Global Design, EMENA summarizes why this trend is highly relevant especially for water-related brands like GROHE: “With an increased awareness of mental health and well-being, design trends have leaned towards creating spaces and products that promote relaxation, mindfulness, and stress reduction. This development is congruent with the evolution of the bathroom in recent years: Traditionally seen as a utilitarian space for personal hygiene, it is now increasingly regarded as a sanctuary for revitalization, rejuvenation, and self-care. To create an atmosphere of regeneration, we observe a focus on three key aspects: biophilic design, personalization and experiential value.”

Blending nature and architecture

The first aspect “biophilic design” is a philosophy that brings nature back into built environments. At its core, biophilic design seeks to reconnect people with the natural world, creating spaces with a positive impact on body, mind and soul. It is about infusing spaces with organic materials, natural light, and greenery to evoke a sense of harmony and well-being. Based on the concept of “Aquatecture” – the fusion of water and architecture – this year’s GROHE SPA installation embraced this trend, blending nature and architecture to create immersive spaces that reflect the essence of the premium sub-brand. Organic shapes such as the GROHE Icon 3D bring a sense of fluidity and harmony into the design, reminiscent of the gentle curves and contours found in nature. Blurring the lines between indoors and the outdoors, solutions like the conceptual GROHE Atrio Outdoor Shower extend the reach of the Atrio range of products and enables the enjoyment of the invigorating sensation of showering under the open sky, surrounded by nature.

Bespoke spaces

The concept of personalization is becoming increasingly important in bathroom design. Individuals are seeking to tailor their bathrooms to meet their unique preferences and needs. This may involve customizing the layout, fixtures, finishes, and accessories to create a space that reflects their personal style and enhances their overall well-being. The GROHE Colors Collection with a broad palette of timeless and long-lasting color options taps into this trend. Available across different product categories, it allows the creation of harmonious, coordinated spaces breathing calmness and serenity. GROHE Allure Gravity, available from May 2025, goes one step further by blending a slim square silhouette with boundless avenues for customization with exchangeable cover plates expertly crafted from glass, mirror or quartz. The pinnacle of customization is represented by the conceptual GROHE Icon 3D collection: The 3D metal-printed products redefine what is possible by enabling the design of unique forms based on customers’ specifications, while taking sustainable product design to a new level.

Creating a transformative experience

The last aspect contributing to regeneration – experiential value – describes the refocusing from mere products to experiences. Consumers are moving toward the quality of experiences rather than the acquisition of material possessions. They value and place higher importance on the unique and memorable experiences that enrich their lives and create lasting memories. This can take many forms, from finishes that bring a tactile sensation into the bathroom like the new GROHE Satin finish, to clean, minimalist designs that generate a calming atmosphere.

“The theme of this year’s Milan Design Week ‘Materia Natura’ has reinforced the trend of nature in architecture, highlighting the well-being benefits of this infusion and resulting in the overarching topic of regeneration for bathroom design. I believe that this trend will transcend Milan and will become increasingly important in the future. With GROHE SPA, we are laying the foundations to meet this development with solutions that enable consumers to experience ‘Salus per aquam’ – Health through Water,” explains Speck.

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