Inside GROHE’s ‘Heart of Your Bathroom’: A Conversation with Corrie Stride of LIXIL IMEA

In today’s world, bathrooms are more than just functional spaces—they’re sanctuaries of comfort, cleanliness, and personal wellbeing. But what truly makes a bathroom experience exceptional often lies beyond what the eye can see. To explore this idea, we sat down with Corrie Stride, Leader, South East Africa, LIXIL IMEA, to discuss GROHE’s latest campaign: “Heart of Your Bathroom.”

This insightful campaign shifts the spotlight from surface-level design to the hidden innovations that power everyday performance—highlighting how precision engineering, sustainability, and intuitive technology come together to create meaningful, intelligent spaces. In this conversation, Corrie shares the inspiration behind the campaign, how it reflects GROHE’s global vision, and why the unseen details are often the most impactful.

What does “Heart of Your Bathroom” really mean?
“Heart of Your Bathroom” is about the advanced GROHE technologies that are not always visible, but are definitely felt. It refers to the cartridge that ensures smooth control, the thermostat that keeps the shower perfectly regulated, and the cistern that saves water discreetly. GROHE aims to bring attention to 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. It is not just a campaign, but a reaffirmation of GROHE’s commitment to innovation built around real customer needs. The campaign brings to life the unseen technologies that power comfort, hygiene, and sustainability in the bathroom. At its core is GROHE Aqua Intelligence®, a proprietary approach to engineering that combines German precision and design with smart, 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. This positioning transforms bathrooms into intelligent, efficient, and meaningful spaces, truly built around the customer.

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 conceptualized and developed by the GROHE marketing team in close collaboration with 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 localization 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 it is fully aligned with GROHE’s global brand pillars. While it originates in IMEA, other global 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?
The HOYB campaign was shaped by deep insights 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 smarter, more sustainable, and emotionally resonant, aligning with GROHE’s promise of Pure Freude an Wasser (Pure Joy of Water).

Can GROHE speak about any design collaborations or R&D processes that were critical to the campaign?
While the 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, HOYB brings together existing technologies and design philosophies—like GROHE Aqua Intelligence® and German-engineered precision—to tell a more unified and emotionally resonant story. Rather than showcasing a single product launch, HOYB strategically curates GROHE’s most relevant, high-performing solutions to reflect real-life user needs: hygiene, space optimization, sustainability, and intuitive use. These are all the result of GROHE’s continuous investment in innovation, customer feedback, and design excellence across 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 today is no longer just about appearance—it’s about experience. With HOYB, GROHE moves beyond visual appeal to focus on how a space feels, functions, and supports sustainable living. True luxury is about comfort that can be relied on, like a faucet that responds effortlessly or a shower that remembers one’s preferences. Technologies such as GROHE SilkMove cartridges, TurboStat thermostats, and EcoJoy water-saving features create a seamless, intuitive experience. Luxury is redefined through precision engineering, longevity, and user empowerment.

In a competitive market with numerous bathroom brands, how does HOYB help GROHE stand out?
HOYB uniquely positions GROHE by emphasizing the “unseen but felt” technologies—the precision components that ensure performance for decades. The campaign emphasizes durability, intuitive use, and environmental responsibility. It’s not about a single product, but about the consistent quality embedded across the entire portfolio. Whether it’s the rapid installation of the Rapid SLX cistern or the personalized control of SmartControl showers, HOYB tells a story of depth and trust—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—centered around performance, reliability, and sustainability—GROHE recognizes that each market has unique needs. The rollout includes localized in-store campaigns, influencer collaborations, and digital content tailored to regional aesthetics and water-saving priorities. This flexible, culturally aware approach ensures that the campaign resonates meaningfully across the IMEA region.

Is there any link between the campaign and sales objectives?
Yes. While HOYB is primarily a brand-building campaign, it also supports sales by driving product considerationand retail footfall. In-store activations, POS visibility, and content-driven engagement are all designed to convert awareness into purchase intent. The campaign complements ongoing promotions and supports GROHE’s premium positioning in the IMEA region.

What role does technology play in enhancing the functionality of GROHE’s products—such as touchless controls, water-saving features, or smart systems?
GROHE’s technologies like EcoJoy and SilkMove enhance water efficiency and user control. Sensor-based faucetsand touchless flush systems ensure improved hygiene and accessibility. Smart thermostats and temperature regulators offer comfort with safety. These innovations are made accessible not just in luxury products, but also in GROHE’s mid-premium segments.

Is this campaign targeting premium customers only?
Not at all. HOYB applies across GROHE’s 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 HOYB campaign, embedded in both product design and brand purpose. Technologies like EcoJoy enable significant water and energy savings without compromising performance. GROHE’s faucets, showers, and concealed cisterns are engineered to deliver full functionality while reducing resource consumption—such as up to 50% less water usage in showers and dual flush systems in cisterns. However, sustainability goes beyond product features. HOYB also educates consumers and partners on how hidden technologies—like flow regulators and thermostats—create smarter, more efficient bathroom environments.