German manufacturer GROHE relaunched its classic, newly streamlined Atrio collection during Milan Design Week 2018
At April's Fuorisalone, held during Milan Design Week, industry leading Düsseldorf-based sanitary fittings manufacturer GROHE officially launched the redesign of its signature Atrio collection faucets at its Milan showroom. The line, comprising 35 products for basins, showers, tubs, bidets and kitchens, expresses GROHE's design philosophy by distilling the range's previous design into its most essential elements. Retaining the seven-degree spout angle, lozenge shape, curving faucet, ergonomic crossed tap handles and the industry's only base with a single measure (identical in diameter from spout to bottom), the redesign is a "move to a more contemporary style segment, necessary for the product to remain competitive and relevant," according to Michael Seum, GROHE's Vice President of Design.
The former design of the Atrio collection married contemporary and cosmopolitan aesthetics, while the new iteration leans firmly towards the contemporary. The design employs a single circle geometry, new symmetrical detailing and an attention to scale and proportion that also pays homage to the previous design. The hardware is flexible enough to slot in seamlessly with any design scheme, whether it be the industrial-cosmopolitan look of concrete and stone, the slick finish of marble, a playful eclecticism or the warmth of wood-heavy naturalism.
"The elegance of the Atrio collection gives interior designers, architects and consumers more flexibility in terms of what type of bath environments they can do," says Seum. A diverse array of finishes and colours completes the Atrio range's new look, and includes several GROHE SPA colours and finishes – a SuperSteel matte finish ideal for light marble, concrete and medium woods; Brushed Hard Graphite, which evokes a vaguely masculine, urban aesthetic that pairs well with black-and-white schemes as well as concrete and light woods; and the classic, resilient Chrome ranging from matte to high shine, in a range of colour options.
Complementing Atrio's look is GROHE's cartridge technology and integrated jet regulator that ensures a flat, constant water flow equally suited to homes, businesses and the hospitality industry. Adds Seum: "The longevity of the product, the elusive qualities that go into making any iconic design, is not just about the visual work, but also lives in the craftsmanship which is applied to make the design a reality."
GROHE showed its flagship product in its freshly re-imagined Via Crocefisso showroom, and the immersive special courtyard installation created for Fuorisalone. The black experience cube allowed visitors to immerse themselves in an abstract multimedia experience, enhanced by video, music and water elements, making the venue for the new collection a full sensory experience.
The former design of the Atrio collection married contemporary and cosmopolitan aesthetics, while the new iteration leans firmly towards the contemporary
Other GROHE bathroom classics on display at the showroom included the eight Spa Essence Colour line for faucets and showers; the super-slim, minimalist Lineare faucet; shower-heads ranging from the sleek and ultra luxurious personal SPA AquaSymphony, PureRain and ActiveRain Rainshower SmartActive and the easy installation Euphoria. Also on show were ceramics lines including the Euro, the geometric Cube and classical Bau series; kitchen solutions including the Blue Home faucet system, which delivers still or sparkling chilled and filtered water from the source; the Red boiled water delivery system; the semi-professional 360° Eurocube faucet; and the latest in smart-home technology solutions.
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