GROHE- Heart of Your Bathroom Campaign

At the Dubai Media Roundtable held on May 27, 2025, GROHE unveiled its “Heart of Your Bathroom” campaign—a bold, emotionally resonant initiative that shifts the spotlight from what’s visible in bathroom design to the powerful, often unseen technologies that define daily comfort, efficiency, and sustainability. Led by Stefan Schmied, Leader of IMEA at LIXIL International, the briefing explored how GROHE is redefining modern bathroom luxury by emphasizing intuitive functionality, precision engineering, and environmental responsibility. From GROHE SilkMove cartridges to EcoJoy innovations, the campaign is a statement of intent: to place meaningful user experience, not just aesthetics, at the heart of every bathroom.

What does Heart of Your Bathroom really mean? It's about the advanced GROHE technologies you don’t always see, but definitely feel. It’s the cartridge that ensures smooth control, the thermostat that keeps your shower perfectly regulated, and the cistern that saves water discreetly. We are bringing attention to what makes the bathroom experience truly exceptional.

How does the 'Heart of Your Bathroom' campaign align with GROHE’s broader vision of customer-centric innovation? The “Heart of Your Bathroom” (HOYB) campaign reflects GROHE’s long-term brand positioning, not just a campaign, but a reaffirmation of GROHE’s commitment to innovation built around real customer needs. It brings to life the unseen technologies that power comfort, hygiene, and sustainability in the bathroom.

At its core is GROHE Aqua Intelligence®, a proprietary approach to engineering that combines German precision and design with smart, sustainable solutions that elevate everyday water experiences. Rather than focusing solely on aesthetics, HOYB highlights what truly matters behind the wall, durability, performance, and intuitive functionality. From GROHE SilkMove cartridges for effortless control to SmartControl showers and water- saving EcoJoy technologies, HOYB showcases GROHE’s role as a trusted, forward-looking partner. It’s a positioning that transforms bathrooms into intelligent, efficient, and meaningful spaces truly built around the customers.

How was the campaign rolled out, and where is it active? The campaign was launched across multiple channels, including social media, digital platforms, influencer collaborations, print advertising, showroom activations, and in-store POS materials. Each market activated the campaign with tailored assets, using a mix of ATL and BTL tactics depending on local context. It is currently live across key IMEA markets, including the UAE, KSA, Egypt, Türkiye, India, and South Africa, with adaptations in tone and visual identity to suit regional audiences.

How was the “Heart of Your Bathroom” campaign developed, and by which agency? The campaign was conceptualized and developed by the GROHE marketing team in close collaboration with their global counterparts and regional agency partners. It was built around the insight that true bathroom innovation lies in the unseen technologies that elevate daily experiences. The creative concept, production, and localization assets were developed in partnership with a Dubai-based agency network aligned with LIXIL’s brand strategy and global brand guidelines.

Is the campaign global or regional? And will other markets leverage it? Heart of Your Bathroom was developed as a regional campaign tailored for IMEA but is aligned with GROHE’s global brand pillars. While it originates in IMEA, other global markets have the flexibility to adapt and leverage the creative assets and messaging structure, particularly where brand positioning and product focus align

What consumer insights shaped the narrative and messaging of the HOYB campaign? The HOYB campaign was shaped by deep insights into evolving consumer expectations. Homeowners today view bathrooms not just as functional spaces but as personal sanctuaries that reflect comfort, hygiene, wellbeing, and design.

Consumers are increasingly looking for intelligent solutions that combine beauty with performance, products that are easy to use, efficient, and built to last.

This shift inspired a narrative that goes beyond surface aesthetics to highlight the unseen technologies that enhance everyday experiences.

The campaign reflects how people now expect their bathrooms to be smarter, more sustainable, and emotionally resonant, aligning with GROHE’s promise of Pure Freude an Wasser (Pure Joy of Water).

Can you speak about any design collaborations or RsD processes that were critical to the campaign?

While the Heart of Your Bathroom campaign was not built around a single design collaboration or new RCD initiative, it draws on GROHE’s long standing legacy of engineering excellence and ongoing product innovation.

At its core, the campaign brings together existing technologies and design philosophies, like GROHE Aqua Intelligence® and our German-engineered precision, to tell a more unified and emotionally resonant story.

Rather than showcasing a single product launch, HOYB strategically curates our most relevant, high-performing solutions to reflect real-life user needs: hygiene, space optimization, sustainability, and intuitive use. These are all the result of GROHE’s continuous investment in innovation, customer feedback, and design excellence across our global RCD and manufacturing hubs. The campaign acts as a lens to spotlight these innovations in a way that connects directly with consumers' aspirations.

How does the Heart of Your Bathroom campaign redefine what luxury means in today’s bathrooms? Luxury in today’s context is no longer just about appearance, it’s about experience. With “Heart of Your Bathroom,” we’ve moved beyond visual appeal to focus on how a space feels, functions, and supports sustainable living. For us, true luxury is about comfort you can rely on, like a faucet that responds effortlessly or a shower that remembers your preferences. Our GROHE SilkMove cartridges, TurboStat thermostats, and EcoJoy water-saving technologies create that seamless, intuitive experience. It’s luxury redefined through precision engineering, longevity, and user empowerment.

In a competitive market with numerous bathroom brands, how does HOYB help GROHE stand out? HOYB positions GROHE uniquely by emphasizing on the “unseen but felt” technologies, those precision components that ensure performance for decades. we emphasize durability, intuitive use, and environmental responsibility. This campaign isn’t about a single product, it’s about the consistent quality embedded across our entire portfolio. Whether it’s the rapid installation of our Rapid SLX cistern or the personalized control of SmartControl showers, HOYB tells a story of depth and trust. It’s what sets GROHE apart in a crowded market.

How is the campaign being tailored to different cultural or market needs across the IMEA region? While the core message of HOYB is universal centered around performance, reliability, and sustainability, we recognize that every market has unique needs. Our rollout includes localized in-store campaigns, influencer collaborations, and digital content tailored to regional aesthetics and water-saving priorities. This flexible, culturally aware approach ensures the campaign resonates meaningfully across the IMEA region.

Is there any link between the campaign and sales objectives? Yes, while HOYB is a brand- building campaign, it also supports sales by driving product consideration and retail footfall. In- store activations, POS visibility, and content-driven engagement are all designed to convert awareness into purchase intent. It complements ongoing promotions and supports GROHE’s premium positioning in the IMEA region

What role does technology play in enhancing the functionality of your products such as touchless controls, water-saving features, or smart systems? GROHE’s EcoJoy and SilkMove technologies enhance water efficiency and control. Sensor-based faucets and touchless flush systems ensure hygiene and accessibility. Smart thermostats and temperature regulators provide comfort with safety. Innovations are made accessible not just in luxury but also in mid-premium segments.