Designing Experiences: How GROHE is Redefining Modern Living

Living experiences are being redefined by a new generation of design thinking; today’s spaces are expected to evoke emotion, support wellbeing, reflect individuality, and seamlessly integrate technology into everyday life. Across residential, hospitality, and mixed-use environments, design has evolved into a powerful tool that shapes how people interact with the spaces around them, transforming ordinary routines into more meaningful and elevated experiences.

As architecture and interiors continue to move toward personalization and human-centric design, brands are increasingly playing a larger role in influencing how these experiences come together. The conversation is no longer simply about products; it is about creating environments that balance aesthetics with performance, innovation with sustainability, and beauty with purpose. Water, materials, technology, and spatial design are now being viewed through a broader lens; one centered around lifestyle, comfort, and long-term value.

Few brands embody this evolution as naturally as GROHE. Through a design philosophy built on quality, technology, sustainability, and refined user experience, the company continues to shape the future of modern living by creating solutions that integrate seamlessly into the way people live today.

In this exclusive conversation, Stefan Schmied - Leader, IMEA, LIXIL International - speaks with Property News International about the future of design-led living, the growing influence of smart technologies, the changing expectations around luxury, and how GROHE is helping architects and designers create spaces that are not only visually compelling, but deeply connected to the human experience.

PNI: GROHE sits at the intersection of design, technology and daily living. How is the brand evolving its design philosophy to meet the expectations of modern interiors today?

At GROHE, design is never just about how a product looks. It is about how it performs, how it feels to use, and how naturally it fits into modern living.

Our design philosophy is built on four pillars: Quality, Technology, Design and Sustainability. What matters is not treating these as separate priorities, but bringing them together in a way that creates lasting value. A well-designed product should be beautiful, but it should also be efficient, responsible and easy to live with every day.

That is where we see the role of design evolving. It is no longer enough for a product to simply complement a room; it should elevate daily rituals, support wellbeing, and stand the test of time. At GROHE, we are focused on creating solutions that are refined in form, intelligent in function and relevant to the way people live today and will continue to live tomorrow.

PNI: Bathrooms and kitchens are increasingly being treated as design-led spaces rather than purely functional areas. How is GROHE responding to this shift in terms of aesthetics, materials and user experience?

We do see a fundamental evolution in how people view kitchens and bathrooms. They are no longer just utilitarian spaces; they are central to the home’s personality. The bathroom has shifted toward a private sanctuary for personal wellbeing, while the kitchen has become the primary social heart of the house.

Our response at GROHE is rooted in providing architects, designers, and homeowners the creative freedom to match this shift. We offer a breadth of coordinated collections, nuanced finishes, and versatile forms that allow for diverse design expressions whether that is a clean, architectural aesthetic or something warmer and more tactile.

With our GROHE SPA line, we take this even further, moving beyond standardized solutions to create truly personalized water experiences. However, we maintain that aesthetics must be grounded in performance.

PNI: Sustainability is becoming a defining factor in design decisions. How is GROHE integrating sustainability into product design without compromising on luxury, performance and visual appeal?

Sustainability is now an essential part of product design, not an added layer. At GROHE, we integrate it from the start by designing products that reduce water consumption, support long-term reliability and remain intuitive to use every day.

Solutions such as GROHE EcoJoy help deliver water efficiency without compromising performance, while our wider design approach focuses on quality, durability and smart technology that makes responsible use easier for consumers.

This commitment also extends beyond the product itself. GROHE’s production is structured around energy and resource efficiency, waste reduction and climate protection, while initiatives such as Less Plastic reflect our broader effort to reduce environmental impact across operations. For us, sustainability matters most when it strengthens both the user experience and the product’s long-term value.

PNI: In high-end residential and hospitality projects, how important is collaboration between architects, interior designers and product manufacturers like GROHE? How does GROHE support this ecosystem?

Collaboration is essential in high-end residential and hospitality projects, where every detail shapes the final experience. The design vision, technical requirements, installation, maintenance and long-term performance all need to come together seamlessly.

At GROHE, we support architects and interior designers with the tools, knowledge and high-quality products they need to create functional, aesthetically refined and sustainable water experiences. GROHE SPA Rainshower Aqua is a good example, with versatile round and rectangular head shower formats and spray modes that allow designers to shape both the look and experience of the bathroom.

In hospitality especially, guests may only experience the comfort and quality of the finished space, but behind that lies a need for absolute reliability and consistency. That is where strong collaboration makes the difference.

PNI: Technology is playing a growing role in shaping interiors. How is GROHE incorporating smart solutions into its products, and how are these innovations influencing the way designers approach spaces?

Technology is most powerful when it makes everyday use simpler, not more complicated. At GROHE, innovation is designed to integrate seamlessly into the space and quietly improve the experience.

Our water system is a good example. It brings filtered, chilled and sparkling water directly from the tap, combining advanced water technology with intuitive use and a clean, considered design language. In the bathroom, solutions such as SmartControl allow users to manage their shower experience with precision while keeping the interaction effortless.

For designers, this changes how water points are approached. They are no longer just functional elements; they can support wellbeing, efficiency and a more refined visual language across the space. The best technology is the kind that works in the background and strengthens the design rather than competing with it.

PNI: Global design trends often need to be adapted to regional preferences. How does GROHE approach design for markets like the Middle East, where luxury, cultural identity and functionality all play key roles?

For markets like the Middle East, design cannot simply be imported unchanged. It has to be translated in a way that reflects local expectations around luxury, cultural identity and functionality.

GROHE SPA’s Aqua Sanctuary at Milan Design Week is a strong example of the brand’s design thinking in its most expressive form. Rather than presenting products in a conventional way, it explored water as architecture, atmosphere and ritual, showing how the bathroom can become a deeply personal wellness space.

That same thinking is relevant in the Middle East, where people expect refined finishes, strong proportions, lasting performance and a high level of comfort in everyday use. Our role is to bring GROHE’s global design and engineering standards into this context, working closely with regional architects, designers and partners so the result feels both internationally credible and locally relevant.

PNI: What key trends do you believe will define the future of bathroom and kitchen design over the next five years, and how is GROHE positioning itself to lead in that space?

The next five years will be shaped by a more personal idea of luxury. People are moving away from standardized premium spaces and toward bathrooms and kitchens that reflect how they live, relax and use the space every day.

This is where GROHE SPA is focused. It brings together design, engineering and personalization to create bathrooms that feel closer to private wellness spaces, while still delivering reliable performance in daily use. The experience becomes more considered, from the way the shower is controlled to the choice of finishes and how each element works together.

For architects and interior designers, this creates more freedom to shape spaces around the individual, whether the result is calm, minimal, expressive or highly tailored. At the same time, future luxury has to be responsible, which is why beauty, durability, efficiency and dependability remain central to GROHE SPA’s approach.