BRAND BOOK
GROHE BRAND BOOK
FOREWORD 4 5
WE SET OUR BRAND STANDARDS EXTREMELY HIGH TO ENSURE THAT EVERY TIME YOU TURN ON A GROHE FAUCET OR STEP INTO A GROHE SHOWER YOU CAN FEEL THE DIFFERENCE. Michael Rauterkus CEO Grohe AG 6 7
Dear Reader When I first walked through the doors of our head office 10 years ago, I felt excited and privileged to be joining a company with such a long and proud history of manufacturing excellence. During this time the sanitary industry has become more dynamic and competitive than ever. Happily, there are also a lot more opportunities. New markets, innovations and digital technology have all transformed the bathroom and kitchen. In 2006, the idea of controlling the sound, lights and steam of a home spa with one-touch technology was almost science fiction. But now we have GROHE AquaSymphony! Upon being appointed the CEO of GROHE I felt a deep sense of responsibility as I was passed the brand guardianship of the world s leading provider of sanitary fittings: GROHE. Quality, Technology, Design and Sustainability are the four brand pillars that illustrate our commitment to creating exceptional experiences. We set our standards extremely high to ensure that every time you turn on a GROHE faucet or step into a GROHE shower you can feel the difference. These brand pillars constitute the driving force behind our main brand claim of Pure Freude an Wasser. Inside this brand book you will find an overview as to how our brand inspires what we do, informs what we say and shapes how we say it. You ll gain a greater insight into the ethos that drives the brand, our incredible product range and the ways in which GROHE water solutions are being used by design professionals in some of the most exciting and sustainable building projects in the world. Everyone at GROHE is proud of its amazing history of innovation, design and engineering excellence. As we move forward, we are building a company that is shaped by its heritage as well as by our employees, partners and customers. In this most exciting era of change and advancement we are delighted to use this opportunity to share our story with you a story that encompasses both the richness of our history, and our dynamic vision for the future of water. Yours Michael Rauterkus CEO Grohe AG GROHE Rainshower SmartControl 8 9
CONTENTS 1 OUR BRAND 2 OUR PRODUCTS 3 GROHE REFERENCES 10 11
1 OUR BRAND GROHE is a global brand dedicated to providing innovative water products that delight our customers and exceed their expectations. We have a rich tradition of creating marketleading products and we have expanded our core competencies by acquiring the skills and experience of innovative enterprises over many years. As the world s leading provider of sanitary fittings we offer solutions for every aspect of the bathroom and the kitchen, all from a single, reliable source. Above all, we are passionate about water using it with intelligence, conserving it without compromise and creating an emotional connection in the hearts of our customers to ensure Pure Freude an Wasser. 12 13
PURE FREUDE AN WASSER. Life-giving, universal, joyful water itself is the source of inspiration for the whole of our distinctive product portfolio. Each of these products is always based on our four core values: Quality, Technology, Design and Sustainability. Balancing these in everything we do allows us to deliver unrivalled water enjoyment to our customers. 14 15
QUALITY GERMAN PERFECTIONISM INSPIRES ULTIMATE CUSTOMER CONFIDENCE. We strive for an excellence that goes way beyond the surface of our products. In fact, from design to production and customer service we aim for nothing less than perfection at every stage. Our history of great German engineering, rigorous internal tests and numerous external certification processes are what gives our customers complete confidence in a name they can trust. GROHE Power&Soul 16 17
TECHNOLOGY MASTERING WATER THROUGH TECHNOLOGY. In our relentless search for technological innovation we work to integrate the latest digital advances, creating smart solutions that enhance our customers' enjoyment of water. Our in-house experts the Masters of Technology harness the power of water to enhance the experience of our customers every day the moment of truth, for our products and brand. GROHE F-Digital controller 18 19
DESIGN SIGNATURE ELEMENTS STYLED TO PERFECTION. An empathetic and intuitive design language offers us the opportunity to create products that feel as if they were designed just for you. This unique GROHE DNA that is both ergonomic and visually distinctive has earned us numerous design awards: world class references are testimony to our worldwide recognition. Recognised with over 200 international design awards. GROHE Rainshower SmartControl 20 21
SUSTAINABILITY ENSURING WATER ENJOYMENT FOR GENERATIONS TO COME. Water is as essential as the air that we breathe, one more reason why we are so passonate about it. To be able to offer Pure Freude an Wasser, not just to today's consumer but for generations to come, we offer sustainable product solutions like GROHE EcoJoy and GROHE SilkMove ES, and we demon strate through our Sustainability Report and Sus tainability accolades that we have made a serious corporate commitment to protecting the planet. 22 23
QUALITY / TECHNOLOGY DESIGN / SUSTAINABILITY 24 25
Brand Pure Freude an Wasser Brand Claim Performance Care Brand Pillars Quality Technology Design Sustainability Values Perfection Mastering Signature Passion for water Made in Germany Proven & Certified Durability Service & Guarantee Masters of Technology Moments of Truth Smart Intelligence Digital Leadership In-house Design Team Design Awards Style Segmentation Signature Elements World-Class References GROHE EcoJoy GROHE SilkMove ES Sustainability Report Sustainability Award Support/ Proof Points 26 27
2 OUR PRODUCTS GROHE is the world s leading provider of sanitary fittings, offering a complete range of outstanding bathroom and kitchen products from a single source. Our passion for water and our aim for perfection find their expression in many unique GROHE products all designed to make the daily use of water intuitive, pleasurable and inspiring. 28 29
MOMENTS OF TRUTH WHEN OUR PRODUCTS ADD JOY TO DAILY RITUALS. 30 31
Mastery of Water SENSIA ARENA TRANSFORMING YOUR MOST PRIVATE RITUAL. TECHNOLOGY / QUALITY / DESIGN / SUSTAINABILITY 32 33
GROHE S MASTERY OVER WATER CREATES INTELLIGENT CARE. The world is evolving continuously. Some cars drive with zero emissions, others can drive themselves thanks to scientific breakthroughs. Smartphones and apps become more and more integral to our daily routine, using smart technology to monitor our physical wellbeing. GROHE wants to take the next step in sanitary care, by enhancing our daily routine with intelligent care, a new and revolutionary product category that respects our evolved sense of body and self. The technology and design of the GROHE Spalet takes care of some of our most private moments, inviting us into a new dimension of wellbeing and cleanliness, another example of mastering water by GROHE. 34 35
Perfection ALLURE BRILLIANT MAKE THE BATH A SANCTUARY FOR YOUR BODY. TECHNOLOGY / QUALITY / DESIGN / SUSTAINABILITY 36 37
PERFECTION: LIKE A DIAMOND. Crisp planes, intriguing angles and cut-out details, Allure Brilliant illustrates the absolute precision that can only be achieved through years of experience and an unfaltering passion for quality and innovation. Complex without being complicated, faceted faucets add a new dimension to bathroom design, and a new dimension to water. Our German engineers have taken on the roles of lapidaries, refining and polishing with utmost care to produce a premium quality collection which will challenge your perception of bathroom fittings. 38 39
GROHE Signature SMARTCONTROL CUSTOMISED AND INTUITIVE SHOWERING. TECHNOLOGY / QUALITY / DESIGN / SUSTAINABILITY 40 41
GROHE SIGNATURE: INNOVATIVE 3D SHOWERING. Drücken, Drehen, Duschen ( Push, Turn, Shower ) means that you can achieve the perfect 3D shower with just one control. GROHE's unique SmartControl push-and-turn button technology takes the idea of comfortable showering to a new level and requires very little effort. The innovative controls offer direct intuitive spray-pattern selection with a personalised volume setting and memory function. Simply push to start and stop then turn to adjust the water flow. In short, just three buttons are enough to offer you a vast array of showering options. 42 43
Passion for Water GROHE BLUE THE BENEFITS OF PURE WATER ON TAP. TECHNOLOGY / QUALITY / DESIGN / SUSTAINABILITY 44 45
PASSION FOR WATER: LIKE A FRESH WATER SPRING IN YOUR KITCHEN. GROHE Blue is the smart choice when you want filtered, chilled and sparkling water in an instant without any fuss. It takes an astonishing 7 litres of water to produce a single litre of bottled mineral water. Not to mention the energy used, CO 2 emissions created and the 1.5 million tons of plastic packaging used by the industry each year. GROHE Blue is the perfect expression that says you care, and a perfect way to enjoy best quality water with your family and friends. 46 47
3 GROHE REFERENCES GROHE products and solutions are at the heart of some of the most iconic buildings. Our innovative products, outstanding quality, inspired design and sustainability make GROHE the brand of choice for renowned architects and clients around the world, ranging from 5 star hotels, offices, commercial buildings, leisure and sports architecture to luxury residential homes. 48 49
WORLD CLASS REFERENCES FIND WORLDWIDE RECOGNITION. 50 51
Residential CÁDIZ HOUSE OF THE INFINITE I have the pleasure of starting every day with an invigorating GROHE shower. The jet spray mode always delivers a refreshing burst of water to awaken my senses. I always specify GROHE for all of the buildings I design. Alberto Campo Baeza, Architect 52 53
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The villa in its minimalist setup is made from travertine, a nod by the Spanish architect Alberto Campo Baeza to the material used by the Roman settlers who were responsible for the expansion of the city of Cádiz almost two thousand years ago. Baeza imagined the house as an acropolis, where the gods descend to converse with humans. The house, indeed, resembles an archeological site, since half of the building is sunk deep in the desert and the accessible flat roof features detached walls which look like ruins. 2 Inside, the design of the house remains austere yet modern, and the mainly open floor plan helps animate local occasions and enhances the vast living space. The House of the Infinite is clearly modern and seems to be timeless. Thus, in the bathroom, Baeza opted for GROHE fixtures from the Rainshower Classics range because of their simple lines and good finishes that would match his designs. 56 57
3 Architect Alberto Campo Baeza Estudio Arquitectura Campo Baeza Madrid, Spain Address Cádiz, Spain Date of completion 2014 Area used 900m² 1 The roof platform with pool ensures an infinite view to the endless ocean. 2 The house resembles an archeological dig, as it is nestled deep in the desert. 3 Floor-to-ceiling windows cover nearly all of the 20-metre length of the building s seaside façade. 4 The bathroom backs onto the bedroom which has majestic views of the sea 5 Freestanding walls on top of the roof platform evoke the impression of ancient ruins. 4 5 58 59
Hotel KOH SAMUI CONRAD KOH SAMUI RESORT & SPA Essential, bespoke, Thai-infused design, distinctive and luxurious the Conrad Koh Samui features state-of-the-art technology within a dramatic, sculptural form, making GROHE a perfect fit for the project. Joanne Yong, Interior Designer, Wilson Associates Evoking emotions with forms, surfaces and textures, GROHE is natural to the thoughtful design vocabulary of The Conrad Ko Samui. Dan Q Kwan, Senior Vice President & Managing Director, Wilson Associates 60 61
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2 4 2 Architect eco-id Architects Pte Ltd, Singapore Interior Design Wilson Associates, Singapore Address 49/8-9 Moo 4 Hillcrest Road Taling-Ngam, Koh Samui Suratthani 84140 Thailand Date of completion 2011 Number of villas 81 3 The Conrad Koh Samui s secluded location on the south-western tip of the island features 81 standalone villas that offer amazing views over the Gulf of Thailand. Descending from a high point towards the main building, the spa reveals itself as a sculptural form. All rooms are furnished in modern Thai style with quality furnishings and state-of-the-art technology. The large infinity pool is the ideal place to relax, and a private beach invites the guests to go swimming in the sea. 1 Conrad Koh Samui Resort & Spa is located at the steepest portion of the site with uninterrupted view of the Gulf of Thailand. 2 All 81 detached pool villas face the ocean and are furnished with original artworks and artifacts. 3 GROHE fittings such as the Eurocube wash basin faucet with its sharp, tailored look, or the floor-mounted tub filler from the GROHE Atrio line, emphasise the features of these well designed bathrooms in Thai style. 4 The royal oceanview pool villa has designer furniture, including a circular bed with a spectacular view of the sea. The resort also features a fully equipped gym and a yoga pavilion. The exclusive spa with panoramic view extends across two levels and offers a variety of wellness and beauty treatments. 64 65
Commercial AMSTERDAM THE EDGE With The Edge, we tried to unite different aspects of the office environment by integrating technology with sustainability in a way that redefines the concept of the workplace. Ron Bakker, Architect 66 67
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2 The Dutch real estate developer and investor OVG Real Estate has accomplished the most sustainable office building in the world and has now been honoured with the highest rating ever awarded by the global certifier for sustainable real estate, the Building Research Establishment (BREEAM). The Edge in Amsterdam has been given a BREEAM outstanding rating. OVG Real Estate worked closely with the main user of the building, the world s leading accounting and consulting company Deloitte, while putting the project into practice. Architect Ron Bakker, PLP Architecture Ltd London, UK Address Gustav Mahlerlaan 2970 Amsterdam, Netherlands Date of completion 2014 Area used 40,000m² By using innovative and intelligent technologies, the office building of 40,000m² scored a rating of 98.36 percent. Previously, One Embankment Place in London was ranked first. It is the first building that utilises LED lighting from Philips connected to ethernet. Employees can use their smart phones to adjust the light and the temperature individually at their workplace. This innovation not only saves energy costs but also helps to control the energy efficiency of the building based on the data collected. OVG s office kitchen features GROHE Blue and GROHE Red faucets. GROHE Red allows you to draw filtered kettle-hot water directly from the faucet without having to wait, while GROHE Blue purifies ordinary tap water. The built-in cooling unit and exchangeable carbonisation bottle add the desired chill and sparkle. Since many people bring their own sparkling water in plastic bottles into work, because they are concerned about the impact tap water might have on their health, GROHE Blue actually helps people to minimise their impact on the environment by lowering their consumption of plastic, architect Ron Bakker explained. 70 71
3 4 1 The south façade of The Edge was equipped with photovoltaic modules except for the window areas. 2 Inside The Edge. 3 GROHE Red delivers kettle-hot water, while sparkling purified water can be drawn from the GROHE Blue faucet. 4 The Edge is located in the commercial and financial centre of the Netherlands. It is one of the smartest buildings in the world. The distinctive feature of the building is that it is capable of constantly docu men ting its energy consumption and of adapting to conditions through new technologies and innovations. 72 73
Leisure ST PETERSBURG MARIINSKY II THEATRE The Marinsky II Theatre is a beacon of luxury and elegance but also of excellence and innovation in St Petersburg. Every element, including the public amenities, had to embrace these forward-looking values and delight our visitors. Jack Diamond, Architect 74 75
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2 3 Architect Diamond Schmitt Architects Toronto, Ontario, Canada Address 34 Dekabristov Street St. Petersburg, Russia Date of completion 2013 Area used 79,115 m² 78 79
1 4 5 For almost two centuries, the historic Mariinsky Theatre has introduced a plethora of great artists to the world. Now, directly across the Kryukov Canal from the original, the Mariinsky Theatre Second Stage impresses with grand public spaces and superb acoustics. A glowing onyx wall enwraps the auditorium and provides a beacon for the city. The theatre company can now expand its repertoire with new and innovative productions in one of the world s largest opera and ballet houses. In the Mariinsky s bathrooms, the Rainshower Cosmopolitan 210 showerhead offers a sensual showering experience thanks to GROHE DreamSpray and GROHE EcoJoy technology. In the sanitary facilities, the Concetto and Europlus faucet lines boast a stylish design. Thanks to the GROHE SilkMove ceramic cartridge and the GROHE StarLight chrome surface, the washbasins glisten with elegance and sophistication. And Atrio thermostats and Europlus E infrared electronics ensure perfect water flow and the utmost comfort at all outlets. 1 The horseshoe-shaped auditorium is ideal for intimacy, acoustics, sightlines, and audience comfort. 2 A magnificent glass façade is the tour de force of the theatre s exterior. 3 The extensive building, which extends over an area of 79,114 square metres (851,576 square feet), has seven storeys above ground and three below. The auditorium seats up to 2,000. 4 In the two double-height lobbies, shiny backlit onyx walls dominate the atmosphere. 5 The public areas command a breathtaking vista of the Kryukov Canal (built in 1865) at Mariinsky I, while the rooftop amphitheatre provides a spectacular view of the skyline. 80 81
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