GROHE, the world's leading manufacturer of sanitary fittings, unveils an immersive ATRIO installation for guests at its newly renovated GROHE Milan showroom (Via Crocefisso 19) at Fuorisalone.
The monumental black experiential cube allows visitors to immerse themselves into a multimedia experience depicting an abstract narrative of the new collection – a story of ATRIO’s two distinct characteristics: elegance and precision.
By standing in the middle of the cube, the spectators experience ATRIO with all their senses.
The video plays in combination with music, and a special water installation allows the guests to dive into the two defining attributes of GROHE’s latest design.
“With the launch, GROHE welcomes a new era of design where we go beyond our well-known paths and create something truly meaningful – an icon. So ATRIO is a design more about what we didn’t do vs. what we did”, Michael Seum, GROHE’s Vice President Design, explains.
Timeless Elegance The new ATRIO is a design where the typical temptations of strong luxury design elements were resisted. Its true elegance is formed by reduction and simplification, crafted solely from a singular geometry: a perfect circle which stands for efficiency, femininity and perfection.
The cylindrical ring is further a highly symbolic form: a promise. The restraint of the design of the ATRIO collection ensures a timeless elegance is created in any space.
The Ideal of Precision In ATRIO, water precisely follows form. This engineering perfection made in Germany demanded a sense of craft balanced by technical expertise: “ATRIO‘s design restraint required technical experts to achieve new levels of engineering perfection. For this, design and engineering have to come together in precise harmony”, says Michael Seum.
Furthermore, design permanence requires obsessive attention to detail and craft. Due to that, ATRIO is more than a mixer collection – it is the creative ideal of GROHE brought to life by German craftsmanship.