Immersive brand experience at ISH 2017

© 2017 by Jörg Hempel; www.joerg-hempel-com
  • Impressive GROHE booth back in the Forum building
  • GROHE showcasing numerous new products for bathrooms and kitchens
  • Complete bathrooms for stylish living

“WATER. INTELLIGENCE. ENJOYMENT.” This was the motto chosen by GROHE for its exhibit at ISH 2017. Building on the promise of its “Pure Freude an Wasser” slogan, the motto shifts the attention to the manufacturer’s smart solutions. This approach was also reflected in the general layout and the detailing of the exhibition booth. Located in the Forum Messe Frankfurt, a striking ellipsoid glass building, the booth showcased the leading sanitary manufacturer’s brand universe through numerous impressive presentations and special effects. Arranged in a radial pattern, the individual areas of the booth illustrated the unique variety of GROHE products, including many items and concepts exhibited for the first time.

Visitors arriving in the foyer of the light-flooded Forum building in need of refreshment came to the right place. Chilled water – still or sparkling – and freshly brewed tea were served at two Aqua Bars equipped with GROHE Blue and GROHE Red water systems, respectively. Upon entering the radially arranged booth, visitors’ attention was captured by a special feature providing an overview of all new GROHE products, shrouded by a water curtain opening and closing at regular intervals. Oversized projection screens completed this multimedia experience.

Exciting innovations awaited visitors on their tour of the booth. The bathroom section presented the industry’s largest product portfolio. Here attention focused, in particular, on the new Essence models with their varied shapes, colours and finishes. The shower department put the focus on smart solutions and new designs. Special highlights included what is arguably the world’s most exclusive bathroom, with the new AquaSymphony luxury shower system, promising a truly exceptional spa experience. Through the optional Bang & Olufsen Celestial overhead speakers users were treated to an outstanding audio performance. The perfect soundtrack came courtesy of world-famous DJ Moguai whose new song entitled “Rain” has been commissioned by GROHE and had its world premiere at ISH.

This year’s ISH exhibit clearly positioned GROHE as a provider of complete bathroom solutions. In addition to the GROHE Sensia Arena shower toilet, visitors were also able to view the new ceramics collections. Shown together with matching GROHE faucets, they demonstrated the allure of perfectly coordinated bathrooms. The new bathroom ceramics were developed in conjunction with LIXIL. The Japanese parent company was involved in several areas of GROHE’s presence at this trade show, the centrepiece being a concept bathroom devised by architect Shigeru Ban was easily viewed in the outdoor area in front of the Forum.

Sanitary professionals were naturally drawn to the Professional area displaying both newly developed installation systems as well as innovative products for use in public and semi-public facilities.

The lively colours of the new Essence Professional faucets pointed the way to the kitchen showroom space where visitors were able to try out the new foot-controlled kitchen sink taps and other new GROHE technologies. In addition, the GROHE exhibition team gladly treated guests to more delicious beverages prepared using water tapped from the GROHE Blue und GROHE Red systems.

The entire GROHE exhibit staged at FOR.0 A01 in the Forum building once again highlighted the manufacturer’s leading market position and the brand’s forward-looking ambitions.