Visit 6 iconic hotel bathrooms showcasing GROHE versatility in new SG flagship
The largest GROHE Spa store in Singapore also packs digital bells and whistles like AR and VR to spark in its visitors the ‘pure joy of water’
May 10, 2018
Written by Patrick Kasingsing
Photos courtesy of GROHE Asia Pacific
The newest GROHE Spa flagship store in Singapore wastes no time in showing off its superlatives: it occupies two storeys of prime commercial space in the iconic Orchard Road, with over 550 square meters of retail space, and 400 of the company’s products on display and use. The store’s piece de resistance can be said to be the painstakingly reconstructed replicas of six five-star hotel bathrooms around the world outfitted with GROHE fixtures.
The store was also outfitted with the latest in VR technology (including the installation of 4 projectors for the in-store virtual reality shower configurator booth), a digital investment that set back the store’s nine-month construction period and contributed to its SGD$2 million price tag. The resulting space is a triumph of experiential retail design that offers the same amount of consumer immersion and interaction for the bathroom industry comparable to the likes of BMW and Apple showrooms.
Tap of the World
In a bid to showcase both the prestigious hospitality brands and exotic locales GROHE has collaborated with, as well as emphasize the stylistic versatility of its product design, the flagship store reconstructed six international bathroom replicas. From the tropical climes of Phuket, Thailand’s Sri Panwa to the maritime-themed Stora Hotellet Umea in Umea, Sweden, the bathrooms are all united with their trust for GROHE’s wide range of bathroom products.
GROHE not only promises German-engineered efficiency but also heightens hospitality experiences no matter the location. Case in point is the revamped GROHE Atrio line, which was used for the Conrad Koh Samui in Thailand, and was recently relaunched last May 6, 2018 together with the showroom.
The GROHE Veris’ sensual minimalism offers a quiet contrast to the memorable maritime-themed interiors of the Stora Hotellet Umea, replicated painstakingly in GROHE Spa’s flagship showroom.“Crafted from a single circle, the timeless elegance of the Atrio fits both classic and contemporary settings,” says Michael Seum, Vice President of Design for GROHE, “It is also crafted with machine-precision with not a stray millimeter spared in its design.”
The first GROHE-owned store in the world boasts amongst its attractions two implementations of VR technology: the CustomMySpace, which helps potential buyers clueless where to start by assisting them in creating their dream bathrooms with the help of real-time 3D rendering. After the product customization and 3D modeling of the space is done, users get a 360-degree look of their bathrooms via smartphones and VR goggles.
Another tech feature is the virtual reality shower configurator booth which enables users to visualize and customize their bathrooms in 3D where they can select and customize a selection of GROHE’s wide range of bathroom fixtures in a ‘shower booth.’ All this without getting wet.
“The store is an investment we’re willing to make to change the present day consumer’s mindset; we spend so much money in our living rooms, kitchens and bedrooms but we scrimp on good quality products on our bathrooms, which is actually a very important space that play an important role in our daily routines,” says Audrey Yeo, Vice President of Marketing for GROHE. “The store was designed to bring consumers closer to their bathrooms with the use of good design and technology.”