BATHROOMS
At the heart of the bathroom
GROHE
Designers, listen up! A market leader in bathroom solutions and kitchen fittings is embracing a fresh approach to the market. This acknowledges that home designers and homeowners see bathrooms not just as functional areas but as personal sanctuaries that reflect comfort, hygiene, wellbeing, and style.
At an exclusive media briefing, Corrie Stride, Leader of Southern and East Africa for LIXIL IMEA, introduced GROHE brand’ s new focus with enthusiasm, aptly named The Heart of Your Bathroom.
The main message of the presentation was that the designer or homeowner of the bathroom should prioritise water fixtures before adding cabinets and other decorative elements. The difference between an ordinary product and GROHE’ s range is significant. The latter represents a wise investment in durable, sustainable, and attractive fixtures. In essence, they argue that sustainable water solutions and prudent purchasing are central to any bathroom, and the brand embodies sustainability.
“ A shift in consumer expectations inspired a narrative that goes beyond surface aesthetics to highlight the unseen technologies that enhance everyday experiences.
“ Luxury in today’ s context is no longer just about appearance, it’ s about experience. With our current‘ Heart of Your Bathroom’ campaign, we’ ve shifted our focus from visual appeal to encompassing how the space feels, functions, and supports sustainable living. For us, true luxury is about comfort you can rely on – for example, a faucet( tap) that responds effortlessly or a shower that remembers your preferences.
“ Sustainability remains a key pillar of the Heart of Your Bathroom campaign, woven into both product design and brand purpose. GROHE’ s‘ EcoJoy’ technology is vital to this, ensuring substantial water and energy savings without sacrificing performance. Our faucets, showers, and concealed cisterns are crafted to provide full functionality while minimising resource use, such as up to 50 % less water in showers and dual flush systems in cisterns.”
Does sustainability extend beyond product features?“ Our campaign also educates consumers and partners on how hidden technologies, like flow regulators and thermostats, create smarter, more efficient bathroom environments,” she explains.
88 summer 2025-26 | www. tobuild. co. za