“The bathroom as a space for activation”

Milan Design Week serves as a source of inspiration for architects and designers and encourages collaboration and experimentation. This year, there was a common thread between the different brand experiences: the idea of ​​regenerative and transformative spaces. Patrick Speck, Global Design Leader for LIXIL in EMEA, sums up why this trend is so important, especially for water-related brands like GROHE: “With increasing awareness around mental health and wellbeing, design trends are moving towards creating spaces and products that promote relaxation.” , mindfulness and promoting stress reduction, this development is in line with the evolution of the bathroom in recent years: where the bathroom was traditionally seen as a space for personal hygiene, it is now increasingly seen as a sanctuary of revitalization, regeneration and care that we focus on three main aspects : Dynamic design, personalization, and valuable experiences.”

The first aspect, “biophilic design,” brings nature back into built environments. At its core, biophilic design seeks to reconnect people with nature, by creating spaces that have a positive impact on the body, mind and spirit. This includes spaces filled with organic materials, natural light and greenery to evoke a feeling 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, bringing nature and architecture together in immersive spaces that reflect the essence of the premium sub-brand. Organic shapes like GROHE Icon 3D brought a sense of fluidity and harmony to the design, reminiscent of the soft curves and shapes found in nature. Solutions such as the GROHE Atrio outdoor shower concept blur the boundaries between indoors and outdoors and expand the Atrio product line. They make it possible to enjoy the refreshing feeling of outdoor bathing surrounded by nature.

Customized spaces
The concept of customization is becoming increasingly important in bathroom design. Individuals strive to design their bathrooms according to their unique preferences and needs. Through custom furnishings, finishes and accessories, spaces can reflect their personal style and improve their overall well-being. The GROHE Colors collection, which includes a wide range of timeless and sustainable color options, responds to this trend. The collection is available in different product categories and makes it possible to create harmonious and coordinated spaces that radiate peace and serenity. Available from May 2025, GROHE Allure Gravity goes one step further by combining an elegant square silhouette with limitless customization options, with interchangeable cover panels made of glass, mirror or quartz. The pinnacle of customization is the GROHE Icon 3D concept collection: 3D metal printed products redefine what is possible by enabling the design of unique shapes based on the customer’s specifications, while taking sustainable product design to a refined new level.

Create a transformative experience
The final aspect that contributes to activation is creating valuable experiences, which describes the shifting focus from products to experiences. Consumers focus less on material possessions and place more value on unique, quality, and memorable experiences that enrich their lives and create lasting memories. This can take many forms, from finishes that bring a tactile feel to the bathroom such as the new GROHE Satin finish, to elegant, simple designs that create a relaxing atmosphere.

“This year’s Milan Design Week theme, ‘Materia Natura’, has reinforced the trend of nature in architecture, highlighted the health benefits of this fusion, and led to ‘rebirth’ as an overarching theme for bathroom design. This trend will transcend Milan and become increasingly important in The future With GROHE SPA, we are laying the foundation to meet this development with solutions that enable consumers to experience “Salus per aquam”, or “health through water”.

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