LIXIL, through GROHE, is the founding sponsor of the World Architecture Festival (WAF). On the occasion of WAF 2023, they introduced their most prestigious sub-brand, GROHE SPA. Indonesia Design editor-in-chief, Lina Gan, was present at the event and had the opportunity to meet with Paul Flowers, chief design officer and chief brand identity officer of LIXIL Global Design. He shared insights about their brainchild, GROHE SPA, and the global design process that has led LIXIL global design to garner over 600 international design awards.
STORY BY Lina Gan | PHOTOS BY Lixil
LIXIL, through GROHE, is the founding sponsor of the World Architecture Festival (WAF). On the occasion of WAF 2023, they introduced their most prestigious sub-brand, GROHE SPA. Indonesia Design editor-in-chief, Lina Gan, was present at the event and had the opportunity to meet with Paul Flowers, chief design officer and chief brand identity officer of LIXIL Global Design. He shared insights about their brainchild, GROHE SPA, and the global design process that has led LIXIL global design to garner over 600 international design awards.
How did you manage to work on more than three brands belonging to LIXIL?
It’s a round-the-clock global effort aligning all of our designers and studios across Asia, Europe and the Americas. We conduct meetings once a week to once every two weeks, each lasting for an hour, and then we have a collective gathering for creative discussions. I engage with the studio in London during early mornings, handle activities during the day, and (due to time zones) collaborate with the U.S. team during late nights. Perhaps once a quarter, we come together to get in touch with everyone.
What about the work you did for GROHE SPA?
We’ve put significant effort into GROHE SPA. Leading up to the launch, I collaborated closely with my international colleagues to redefine existing products, design new ones, and rejuvenate reference ranges. Approximately two and a half years ago, we underwent a complete relaunch in a concentrated push across various markets, introducing new products whilst retaining distinct logos. We collaborated extensively to achieve these milestones, and now our focus is on growing GROHE SPA.
How long did your research take before you finally created GROHE SPA?
GROHE SPA was born more than a decade ago through our macro trend research that identified wellness as a key focus for consumers. They were looking for great products and technologies but with a luxury lifestyle positioning.
Can you share any plans with our readers about upcoming releases?
We have numerous exciting releases on the horizon. Whilst there will be some focus on LIXIL global design and growth, the primary emphasis will be on elevating the personalised consumer experience and well-being through our curated GROHE SPA collections. These launches will be kept under wraps until the reveal, adding an element of surprise and excitement.
How does LIXIL ensure sustainability?
Like everything else, it requires innovation and a commitment to finding new solutions. Regarding sustainability, our products have a lifespan of 15-20 years or more. This extended lifecycle underscores how well designed, durable products reduce the use of resources and contributes to sustainability.
What are the keys to managing the luxury sanitary business?
We prioritise brand activation over product promotion. Often, organisations seek immediate returns on investment from events. However, we aim to convey the brand’s intention and purpose through influencers, architects, designers, and media, fostering long-term brand loyalty. In the competitive luxury industry, you can either be a mere supplier or a valued partner. We strive to establish partnerships that go beyond transactional relationships, akin to esteemed brands like Hermes or Chanel. Over time, that closeness is appreciated and unlocks value.