GROHE SPA’s First Asia Flagship Store In Singapore Gives Consumers A Shopping Experience Like No Other
GROHE SPA's first Asia flagship store is located at Level 1 #01-04/05, Shaw Centre, 1 Scotts Road, and is open from 11AM to 9:30PM daily.
“This showroom is not a showroom; it’s an experience center,” says Michael Seum, Vice President of Design for GROHE AG in an exclusive interview with Metro.Style. “It’s an experience center that highlights our ambitions. But more importantly, it’s an experience center where we’re engaging consumers. I personally believe design plays a bigger role than just product, than the tangible object. This showroom is about interactions, the non-tangible aspect of the brand.”
GROHE, a leading brand in sanitary fittings that prides itself in its history of German engineering, has anchored their products and services to deliver what they call as “Pure Freude an Wasser” (Pure Joy of Water). Their first fully-owned and operated flagship store in Scotts Road, Singapore, which was recently opened to the public, ticks all the boxes when it comes to giving consumers a clear grasp of GROHE’s brand values of technology, quality, design, and sustainability.
A portion of the flagship store's second floor is dedicated to showcase GROHE's wide array of products.
Enhancing the purchasing experience
The two-level, 6,000 sq. ft. flagship store showcases the latest water technologies for the bathroom and the kitchen and puts the spotlight on GROHE’s award-winning collections. It does so by utilizing smart technologies that can help designers and consumers alike better visualize how GROHE’s products may be seamlessly integrated to their projects or their own homes, resulting to an unparalleled immersive experience.
The GROHE SPA makes use of virtual reality (VR) technology in two ways:
1) Shower Configurator: This is where consumers can customize their preferred shower system and experience how it works before making a purchase. With a VR headset on, one can get a virtual reality simulation of how it is to shower with a GROHE product without actually getting wet.
2) CustoMy Space: Outside the shower booth, a big screen on the wall commands attention in the store, dedicated for this add-on interior design tool. As the name suggests, what it does is help visitors create their dream bathrooms through real-time 3D rendering. This gives one access to hundreds of pre-designed templates and thousands of product options, to assist one in customizing the space. To better appreciate your design masterpiece, you can view it in a 360o scenario using your smartphone and a VR goggle.
The GROHE SPA Shower Configurator makes use of VR technology.
The Radio Frequency Identification (RFID) technology is also a clever and handy inclusion in the store as it allows consumers to have access to product details via a mobile device. Imagine how convenient it is to walk around the store and get all the specifications you need to know about a particular product via e-mail in an instant. To get more information on the products in the showroom, one may also choose to project their picks onto a 40-inch interactive touchscreen display interface where one can view how these items were used in hotel and housing projects from around the world.
This interactive table not only provides visitors with product details but also presents ideas on how certain items were used in different projects around the world.
German perfectionism is a design mantra that GROHE has embedded deeply in its core. Each and every product goes through rigorous internal tests and numerous external certification processes that ultimately result to consumer confidence. Beyond the world-class design, the construction of the products is what further gives value to GROHE’s offerings.
In the flagship store, there are also live water areas which give visitors a firsthand experience of GROHE’s DreamSpray® technology as well as a live kitchen area where GROHE’s Minta Touch faucet may be tried.
The GROHE DreamSpray® technology is incorporated in every GROHE shower. With this, the shower heads deliver utmost precision and consistent water distribution to each individual nozzle. The GROHE Minta Touch, meanwhile, features the brand’s EasyTouch technology that allows one to turn the water flow on and off with a touch of the arm.
To enhance the purchasing experience, visitors may try GROHE's different showers at their live water areas.
Providing design inspirations
Among the most notable elements in the GROHE SPA flagship store are the luxurious bathroom inspirations recreated from hotels around the world that make use of GROHE products. Putting together all these vignettes from the brand’s high-profile projects just shows that GROHE is a well-renowned global brand that is trusted for how it elevates the bathroom experience.
Instead of just presenting the products as they are, these full bathroom vignettes give designers and consumers ideas on how GROHE can suit and complement different interior design styles.
Stora Hotellet Umeå in Umeå, Sweden
“Stora Hotellet Umeå, situated in the Swedish town of Umeå, is helmed by its unique maritime ambiance. The hallways and salons of the old building are adorned with pictures of sea captains, reflecting the spirit of a fascinating past.” | Product highlight: GROHE Veris
Sri Panwa in Phuket, Thailand
“Scattered over the hillside and surrounded by tropical rainforst, the 52 villas of luxury resort Sri Panwa command breathtaking views of the Cape Panwa peninsula.” | Product highlight: GROHE Allure
Swissotel the Bosphorus in Istabul, Turkey
“Swissotel The Bosphorus Istanbul is a 5-star luxury hotel nestled within 263,000 square meters of historical gardens, overlooking breathtaking views of the Bosphorus and the Old City. Designed by Khuan Chew, the property exudes Swiss simplicity with a touch of Turkish warmth and coziness.” | Product highlight: GROHE Allure Brilliant
Conrad Koh Samiu in Thailand
“The Conrad Koh Samui’s secluded location on the southwestern tip of the island offers amazing views over the Gulf of Thailand. The epitome of elegance and relaxation, each room reflects a sophisticated Thai style that entices guests to surrender to serenity.” | Product highlight: GROHE Atrio (Photo by Grace Libero-Cruz)
Galaxy in Macau
“With more than 2,000 tastefully furnished guest rooms, suites and villas, the palatial Galaxy MacauTM is a world-class resort destination in Asia.” | Product highlight: GROHE Eurodisc Joy
The London Marriott Hotel Park Lane in UK
“The London Marriott Hotel Park Lane is located within a late-Edwardian building that has been transformed into an ambiance of modernity with historical authenticity. A clever blend of luxurious materials including silk, leather, wood and marble are used to welcome the most esteemed visitors and guests around the world.” | Product highlight: GROHE Grandera
Go through this gallery to see more of GROHE SPA's first Asia flagship store in Singapore:
Gallery photos by Grace Libero-Cruz
Photos courtesy of GROHE Asia Pacific