Corrie Stride, Leader for South East Africa at LIXIL IMEA, explores the inspiration behind GROHE’s latest campaign, Heart of Your Bathroom, and what it means for the future of building design in South Africa.
Stride unpacks how GROHE is shifting the industry conversation away from visible aesthetics and toward the unseen innovations that power performance, sustainability, and long-term value in modern developments.
From advanced water-saving technologies to German-engineered precision systems, Stride explains how this campaign speaks directly to architects, developers, and builders who are designing more innovative, more efficient spaces that meet the demands of a rapidly evolving market.
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 discreetly saves water. We are highlighting 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 engineering approach that combines German precision and design with innovative, 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 conceptualised 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 localisation 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 international 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?
Deep insights shaped the HOYB campaign 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 more innovative, more sustainable, and emotionally resonant, aligning with GROHE’s promise of Pure Freude anWasser (Pure Joy of Water).
Can you speak about any design collaborations or R&D processes that were critical to the campaign?
While the Heart of Your Bathroom campaign was not built around a single design collaboration or new R&D 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, such as GROHE Aqua Intelligence® and our German-engineered precision, to tell a more unified, 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 optimisation, sustainability, and intuitive use. These are all the result of GROHE’s continuous investment in innovation, customer feedback, and design excellence across our global R&D 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 emphasising the “unseen but felt” technologies, those precision components that ensure performance for decades. We emphasise durability, intuitive use, and environmental responsibility. This campaign isn’t about a single product; it’s about the consistent quality that runs through our entire portfolio. Whether it’s the rapid installation of our Rapid SLX cistern or the personalised 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 — centred on performance, reliability, and sustainability —we recognise that every market has unique needs. Our rollout includes localised 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 intelligent systems?
GROHE’s EcoJoy and SilkMovetechnologies 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 the luxury segment but also in the mid-premium segment.
Is this campaign targeting only premium customers?
Not at all. HOYB applies across our entire product range. Whether entry-level or luxury, all GROHE products are built on the same brand pillars—quality, design, technology, and sustainability.
How does GROHE address sustainability in this campaign?
Sustainability is a core pillar of the “Heart of Your Bathroom” campaign, embedded in both product design and brand purpose. GROHE’s EcoJoy technology is central to this, enabling significant water and energy savings without compromising performance. Our faucets, showers, and concealed cisterns are designed to deliver full functionality while reducing resource consumption, such as up to 50% less water use in showers and dual-flush systems in cisterns.
But sustainability goes beyond product features. This campaign also educates consumers and partners on how hidden technologies, like flow regulators and thermostats, create more intelligent, more efficient bathroom environments
