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GROHE SPA Showroom – Via Crocefisso 19, Milan

From April 17^th to 22^nd

GROHE’s new showroom hosts a really special project originated from the collaboration with IED Design Milan, which has involved a selection of students and former students, with the supervision of architect Gianluca di Muzio.

GROHE asked the young designers to conceive some new ideas to investigate the future of bathroom and the original concept of “Home SPA” and to forge them into a brand new shape, that we can now admire on the external part of GROHE’s showroom exhibition.

IED young talents have shared their ideas, abilities and skills to create a suggestive multi-sensorial experience that will lead the public to discover the new digital wellness dimension proposed by GROHE. The external set up of GROHE’s showroom was inspired by the 3 shapes used by GROHE to design its entire collection of products: the square, which resonates a feeling of solidity and strength and is often referred to as a masculine form.

The lozenge, a hybrid form born from the sensual manipulation of a rectangle, that visually interprets the GROHE “Sensual Minimalism” philosophy – inviting interaction. The circle, symbol of the infinite and perfection, expressing unity, flexibility and versatility.

The three forms have been transformed into a flourishing symbolic nature, also visible in the internal part of GROHE’s headquarter of Via Crocefisso 19, in the heart of Milan. A union of squares, circles, lozenges and angles of 7° combined to a videomapping show deconstruct and transform the urban spaces, involving the visitor into a world of magic and emotions.

IED Designers:

Designers: Sivia Bertacco, Margherita Bolognini, Lorenzo Mannari – Interior Design students;

Ivan Borov, Chiara Cortesi, Sara Zerbini – Set Design former students; Claudio Giambusso,

Alice Stefani – Video Design former students.

Project Coordinator: Arch. Gianluca Di Muzio

Didactics Coordinator: Arch. Caterina Malinconico

Didactics Assistant: Jole Lombardini