GGA STUDIO_Giorgio Grandi Architetto

GROHE_Training LAb_2013


GROHE_Training LAb, Milano

[Private Assignment, via Crocefisso 3, Milan, Italy, 2013]

The concept developed for the GROHE training space assumes the Group’s values, “building” and systemizing – in a gradual ‘material and visual story ” of the claim Enjoy Water – the distinctive values of the new collection GRANDERA (presented at Salone 2013). In the general meaning of the exhibit, the Training space has the task of “intriguing” and summarizing the values of the Brand in a game of graphic communication supports and through a reconfigurable and “renewable” exhibition structure, able to promote and activate the current headquarters of Via Crocefisso, in Milan, even after the Salone show.

As mentioned, the construction of a path meant for “training” purposes (a manual to be explored) and introducing purposes (a catalogue to navigate) was conceived for synthesizing the creative genesis of GRANDERA (protagonist of the Salone del Mobile 2013 event) thus becoming the “re-designable» strategy  for new and future thematic events, as well as new opportunities for presentations, conferences, exhibitions and meetings for gradually programmed trainings. The training room GROHE is in the end a reinventable and “re-dressable” display.


The formal game and the exhibit set up alternation of “soft” architectural skins (ARPA Industrial materials for architecture) and wooden structural  frames of rigid design recall the sensual characteristics of GRANDERA, in a succession of configurable and alternative embodying a new GROHE  ” material abacus “,  for almost an infinite architectural scenographic settings and ‘cultural’ contexts. The laminates  from Arpa Industriale may in fact, after the Salone event, be replaced or supplemented by new materials and communication aids based on a specific “themes.” The broken lines of the ” material abacus ” play with the sinuous lines of a continuous video projection support which embraces the window facade, transforming the space of a classroom in a renewed kaleidoscope of situations and contextual references.

The formal language of the training space, through the refined contrast between rounded and linear forms, plays from the set up perspective with the plurality of styles and languages which GROHE, in line with current trends, will gradually enrich with its collections. The “magical” game of architectural laminated skins that, almost unexpectedly, try to reach the screened contexts of GRANDERA projected on their frontal wall provides a stimulating and always new set-up game, easy to handle and carry.

The sectioned background that welcomes the visitors to the left of the hall will be over time a useful and upgradable display for situations of presentations, contextualization and always different teachings to come. The possibilities given by the scenographic back-lightings and the iridescent intensity will transform the entire set up into an impactful and amazing scenographic construction. The wall facing the courtyard helps give life to dynamic situations created through contextualized back panels, always different and of architectural nature.

The design strategy investigated by GGAStudio for the training space allows to realize “the real” visual stimulation that is part of every process and form of creative communication. The space becomes a comfortable and functional business support in the construction and sharing of “references and languages” for the training of operators and their sales forces.

Simply replacing and ‘concentrating’ the skins and the lights involved into exhibiting the setting or the investigated architectural landmark helps in achieving “thematic” scenarios of particular narrative  effectiveness. In the case of the event at the Salone del Mobile 2013, the strategic participation of Arpa Industriale provides – through the many collections of finishes and materials in the catalogue – an original and theatrical narrative to support possible contextualizations of the GRANDERA line.

The linear extension and the segmented development of the set up are designed to support possible “contemporary” uses  of the hall for different moments and / or for presentations. In the case of collections like GRANDERA, the opportunity to dedicate niches and different narrative moments to the various pieces of the line is supported by the modularity of the ‘abacus’  panels as well as by the projectable panels in the courtyard, held and  “opened” through hidden supports thanks to  the new linear lighting installation provided.