Over 12,000 visitors explored GROHE’s hub on the first day of its launch, Tuesday 16th March.

The comprehensive brand platform offers informative multimedia content to both GROHE’s professional business partners and consumers. Tailored to the needs and interests of the respective target groups, a customised programme of content is available, which includes how-to videos, inspirational articles, and 360° virtual rooms that allow visitors to immerse themselves in the latest product highlights.

In addition, there are new video formats such as ‘A Glass of Water with…’, in which various GROHE experts offer behind-the-scenes glimpses of the global brand, or ‘Wow of the Week’, in which a particularly inspiring project or topic is presented each week. While visitors to the brand hub can explore the world of GROHE on their own, GROHE X also opens up new ways of interaction. Business partners can use the platform to make appointments with their sales representatives and thus exchange information directly about the innovations that have just been introduced.

“GROHE X is a milestone in our brand history. It opens up unprecedented opportunities to experience GROHE and to discover our products and the issues that drive us. You can connect with GROHE X wherever you are and whenever you want. GROHE X is thus bringing us closer together in a time when we need to stay physically distant. The positive feedback I have received from customers all over the world has reconfirmed that we took the right decision eight months ago. The digital journey we have embarked on with GROHE X has only just begun.

The platform is here to stay and will constantly evolve over the next months. My biggest thanks go to the team who made all this possible while working remotely. I’m extremely proud of the courage and leadership they demonstrated in transforming an idea into GROHE X,” says Jonas Brennwald, Leader LIXIL EMENA and Co-CEO.

For the launch of GROHE X, various event formats, both live and on demand for invited guests are available on the platform in addition to freely available editorial content. The highly anticipated GROHE X launch week commenced with a premiere keynote, which gave the global brand the opportunity to once again prove its status as a sustainability pioneer in the sanitary industry and announce its latest achievement: its four best-selling products as Cradle to Cradle Certified ® variants.

In contrast to the linear Take-Make-Waste model, Cradle to Cradle stands for continuous material cycles. A product is manufactured in such a way that, at the end of its life, the components can be used to create new products. To achieve certification a product is evaluated in terms of the following five categories: material health, material reutilisation, renewable energy, water stewardship, and social fairness. “Achieving Cradle to Cradle certifications at Gold level is a huge step in our sustainability efforts. I am very proud that we are one of the first brands in the sanitary industry to once again make a clear commitment to sustainable transformation and set a new benchmark. Since the building sector accounts for more than 50 percent of worldwide material consumption, the moving away from a linear model in favour of a circular economy is essential to stop the exploitation of natural resources. We need to transform our business model towards a circular value creation and start considering products at the end of their life as valuable material banks instead of using new resources,” explains Thomas Fuhr, Leader Fittings LIXIL International and CoCEO Grohe AG on the importance of the circular approach within the brand’s sustainability strategy.

The significance of initiating a paradigm shift in the construction industry and putting a focus on green buildings based on Cradle to Cradle design principles was also the key issue in one of the platform’s panel talk discussions, when Dr. Christine Lemaitre, CEO DGNB (German Sustainable Building Council), Dr.-Ing. Peter Mösle, Partner Drees & Sommer SE and Managing Director, EPEA GmbH, and Thomas Fuhr discussed how sustainable architecture can be thought and implemented both today and in the future.

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