Dubai, 27 of January 2021 – In the course of its continuing efforts to support the design community, GROHE held the first 2021 edition of its GROHE Design Series event virtually, tackling the new Hygiene focus in the Hospitality sector, as well as the shift in consumer behavior around Health and Wellbeing, ending with a spotlight on sustainability in MENA. The Digital Dialogue between Renu Misra, Leader, MENA, LIXIL EMENA, Patrick Speck, Leader LIXIL Global Design EMENA, and Catherine Belbin, Editor and Editorial Consultant, was moderated by Yeliz Olcay, Regional Specification Manager at GROHE MENA. Leading architects, interior designers, and media attended the event, and interacted with the speakers during the live session. 

Health & Wellbeing in The Hospitality Sector
The first session of the event covered the new Hygiene focus that emerged in the Hospitality sector as a result of travel restrictions and safety measures imposed in many countries around the world due to the COVID-19 pandemic. Even though consumers’ needs and the way they plan their traveling journeys have changed, they are still eager to travel and are looking for spaces that they trust are maintaining the best hygiene standards. It is therefore a must for the sector to adapt to the shift in consumer behavior to remain resilient in the face of these challenges. 

When it comes to hotels in specific, there are many sensitive areas that are considered public, like spas and gyms where the chances of encountering people are high, which might cause hotel guests to start avoiding these areas, while still wanting to have access to the wellbeing experiences that many hotels offer. This is where GROHE’s touchless products and technologies can help make a difference. “Public sectors such as hotels, food preparation, catering, and high-traffic are very sensitive areas with stringent requirements when it comes to hygiene especially in sanitary facilities and washing areas. With the increased demand for hygiene, we are experiencing right now and in order to minimize the risk of spreading germs and also cross-contamination, we need to reduce contact with any surface as much as we can. As a sanitary brand we are developing solutions for quite a while now to answer this consumer demand: An example are our touchless-control faucets, like the GROHE Essence E. Touchless products are not new but the sensor technology allows for example an extra hygienic hand washing routine without touching the faucet and also reduces water consumption, as the water flow automatically shuts off when the hands are removed from the sensor. On top, GROHE design quality ensures that the long service life and functionality of our products is not affected by heavy use” explained Patrick Speck, Leader LIXIL Global Design EMENA.

The Effect of Urbanization on Health & Wellbeing
Moving on to the second topic, the speakers discussed how global trends of seismic scale – namely urbanization – are creating shifts in consumer behavior that is driving technological development. “Today consumers are fundamentally changing how they define and use their living spaces. Consumers are creating new living spaces that blend and redefine the kitchen and the living room, the bath and the bedroom – bathroom and kitchen products become furnishing items. They have risen from passive consumption to taking control over the creation of their living spaces while seeking simplicity and intelligent product solutions” said Renu Misra, Leader, MENA, LIXIL EMENA. “Now, more than ever, product innovation and design depend on an empathetic understanding of these trends as consumers are inclined to choose integrated solutions over single products to create spaces that enhance their health and wellbeing” she added.

Sustainability and Creating Better Homes for Everyone, Everywhere In the MENA 
The focus of the last session was on sustainability and GROHE’s efforts in working towards LIXIL’s vision of creating better homes for everyone, everywhere. Besides quality, technology and design, sustainability is one of the four GROHE brand values and it is deeply anchored in the brand’s strategy. GROHE committed itself in its 'principles and guidelines for sustainability' to continuously improving all products, processes, and services in terms of protecting the environment and conserving resources. Since then, GROHE has set new industry standards, applying its 360-degree sustainability approach and in the past ten years alone, more than 490 design and innovation awards as well two recognitions at the German Sustainability Award 2021 have confirmed GROHE's success. “I firmly believe that the MENA region and the UAE, in particular, embrace the sustainability movement and welcomes the new products such as those from GROHE, that contribute to both their own wellbeing as that of the planet. People are aware of the need to minimize their carbon footprint and are open to new concepts and ways to do this, from buying a shower that uses less water to choosing to live in a custom-designed green residential community” said Catherine Belbin, Design Editor. 

The floor was open for attendees to share their questions with the speakers resulting in an exchange of information and insights about the future of health and wellbeing and how a brand like GROHE can play an important role in shaping the evolution of the Hospitality sector as well as others by offering technologies and products that cater to the ever-changing consumer needs. Yeliz Olcay, closed the event by thanking the speakers and attendees for taking part in the Digital Dialogue, and asking them to stay tuned for future mores sessions of GROHE Design Series in 2021.