Cover The body spray modules in action
The body spray modules in action
1 / 1
Lixil’s Paul Flowers talks about the new Grohe Spa brand and how to reconcile the seemingly contradictory consistency of mass-market products with the exclusivity of bespoke pieces
Did you know that the word spa originates from salus per aquam, Latin for “health through water”? That was the founding concept behind Grohe Spa, the premium sub-brand of global bathroom brand Grohe.
Launched in Singapore late last year at Grohe parent company Lixil’s new experience centre in Joo Chiat, Grohe Spa curates exclusive products to create “unique luxurious well-being areas for immersive and soothing water rituals”.
These include highly customisable bathroom fittings incorporating innovative water-saving functions and one-of-one custom designs made possible by 3D-printing technology. We hear more from Paul Flowers, vice president and chief design and brand officer at Lixil.
Don’t miss: The healing power of water: Grohe Spa’s holistic approach to wellness
Above Grohe Rainshower Aqua ceiling and body spray modules
Grohe Rainshower Aqua ceiling and body spray modules
1 / 1
Grohe has been known for a long time as a mass-consumer brand. What’s your strategy for capturing the extremely discerning luxury market with Grohe Spa?
That’s the biggest challenge, isn’t it? When you have a big, widespread brand [like Grohe], it can’t have that [market] elasticity because luxury consumers don’t want to buy the same brand they see at the entry segment. We worked a lot with high-end hotels and luxury market customers, and they said: “Look, we trust your quality. We just want the products to be more exclusive.” That’s why we have Grohe Spa.
That said, it’s good to have the Grohe brand behind it because it is a trusted brand with quality and consistency. Grohe Spa offers both with added exclusivity and showcases all the amazing things we can do at that price level. Both brands will help each other.
Read more: How to create a hotel-grade home spa, according to a hospitality design specialist
Above The sculptural Allure Brilliant Icon 3D basin mixer
Above An Atrio Private Collection thermostatic shower mixer with Caesarstone details
The sculptural Allure Brilliant Icon 3D basin mixer
1 / 2
Grohe Spa can offer one-of-one designs thanks to 3D printing technology. Could you elaborate on that?
One-of-one design is the ultimate expression of luxury. We have a 3D printer in every Grohe design studio to create prototypes. But in Germany, we have a 3D printer for metals, which works like sintering where you basically have a box of metal powder and you apply lasers to melt that powder and form your product. When you use other production techniques like moulding, you have to consider technical things like how to get them off the tool.
But with 3D printing, it’s like nature—it takes away all the unnecessary parts, almost like you’re growing things organically, like bird wings where all the bones are grown hollow. When we mass produce a product, we’re required by law to keep the spare parts for 10 years even if we decide to stop producing it tomorrow. So, imagine the inventory we have to keep and the space it takes up. With 3D printing, you don’t need any of that— you can just store the design and print what you need on demand.
In case you missed it: ISH Frankfurt 2023: 5 beautiful bathroom design ideas for your home
Above A super-slim 3D-printed Atrio Icon tap
A super-slim 3D-printed Atrio Icon tap
1 / 1
So, you co-create your bespoke one-of-one designs with customers. How does that work? Who holds the IP?
We will always hold the copyright because we have the legal responsibility if something goes wrong with that product. But it will always be in a collaboration, so while we hold the IP, we cannot use it for somebody else without their signature. The design will be unique to that particular customer.
Above Lixil’s Paul Flowers
Lixil’s Paul Flowers
1 / 1
Can you share some observations you’ve noticed in the market about water technology that you’re most excited about?
We’re seeing more and more sensorial elements, especially in the luxury segment. That’s why we have lighting, steam, and sound modules. Material flexibility is also something that has come up frequently.
The luxury segment wants durable materials but also likes things that can create a holistic, cohesive environment. That’s why we are offering the Atrio Private Collection, which can be customised with Caesarstone to match the rest of the interior; this has also been greatly appreciated by architects and designers.
NOW READ
10 new design showrooms, furniture stores and home decor shops to explore in Singapore
Home design trends 2024: Sustainable kitchens, smart bathrooms and lush wellness spaces
Ask a designer: Why the dream bathroom should be a space of “extreme function”
Credits
Images: Courtesy of Lixil
