Changing requirements as consumers become creators

The boundaries between the individual living areas are becoming more blurred. The kitchen is often part of the living room, the bathroom opens up to the bedroom and both are becoming important living spaces instead of purely functional ones. When designing their own living space, consumers pay much more attention to detail in the bathroom and the kitchen than ever before. Consequently, bathroom and kitchen products have become household furnishings that allow consumers to express their individual style and preferences. As the first European leading sanitary brand to launch 3D metal-printed faucets, GROHE breaks with the old principle of form following function and combines cutting-edge technology with spectacular design. It is an impressive statement of GROHE’swillingness and ability to shape the future of water and accompany its customers and consumers on their journey to create the living spaces they desire. “Consumer expectations are changing to a great extent”, said Michael Rauterkus, as he delivered his keynote speechin front of 350 international journalists and invited guests. “GROHE is shaping the future ofwater, in terms of design and innovation, both analogue and digital, giving our customers and our consumers the building blocks they need to harness the power and the beauty of water – as a tailored experience wherever they enjoy water.” Whilst new living spaces evolve around the bathroom and the kitchen, consumers are often confronted with an unwanted complexity in the creation process.

GROHE helps customers in seeking simplicity – creation without complexity

The search for simplicity in terms of easy and intuitive solutions is met with a new minimalism to people’s homes. GROHE clearly positioned itself as a leading global brand for complete bathroom solutions, supporting consumers in becoming creators without having to deal with complexity. Its products combine quality with a stunning range of colors and materials: from faucets, showers and ceramics, to kitchen faucets, sinks, accessories and flush plates. “Nobody else offers, across the whole product range, the quality and durability in so many colors that bathrooms and kitchens require”, emphasized Michael Rauterkus. Essence, GROHE’s newly introduced and first ceramic line that includes bathtubs, is a perfect showcase of the new minimalism and search for simplicity, showing beauty in its purest form. The design line’s characteristics are its gentle organic forms that are based on their reduction to the essentials. But minimalism by GROHE goes far beyond design, it means also the intuitive handling and easy installation of products. The new GROHE Rapido SmartBox provides architects, planners and installers with an infinite number of possible solutions with just one concealed installation solution: For maximum efficiency and planning flexibility, the concealed installation can be combined not only with the innovative shower system GROHE SmartControl but also with thermostats and single-lever mixers, offering a universal solution for all requirements.