SPA Milan week event






Based on the concept of “Aquatecture” – the fusion of water and architecture – the GROHE SPA installation in the courtyard of Palazzo Reale unveiled a series of spaces that elevated the significance and importance of water in architecture, and the health and well-being benefits this infusion brings. Conceived by the in-house LIXIL Global Design and Brand Identity team, the “Aquatecture” installation payed tribute to the history of the building, interwoven with the contemporary GROHE SPA “Salus per aquam” concept. Inspired by the former courtyard garden and in synergy with Milan Design Week’s theme “Materia Natura”, it thoughtfully blended nature and architecture to create immersive spaces that reflected the essence of GROHE SPA. These carefully curated spaces echoed the former garden, creating sensual areas to reflect, revitalize, and energize.

"Through our installation at Palazzo Reale, we reflected the intricate bond between nature and human creativity, intertwining the rich history of the royal palace with the modern ethos of GROHE SPA. Inviting visitors on a sensory journey to deeply experience ‘Salus per aquam’, our ‘Aquatecture’ spaces exhibited the powerful connection of water in architecture. They stood not only as showcases but as inspiration for architects and designers, encouraging collaboration and experimentation,” explains Patrick Speck, Leader, LIXIL Global Design EMENA.






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. 

Icon 3D shower

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 Colours Collection with a broad palette of timeless and long-lasting colour 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. 


Allure Gravity bath faucet

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.

Atrio basin tap in Satin steel