Grohe, the leading manufacturer and supplier of sanitary fittings, this year comes on board as Gold sponsor of the CID Awards. As a company operating in the UAE, Renu Misra, president of Grohe Middle East, Africa and East Mediterranean, says it is very important for Grohe to be closely involved in the industry’s key events.
Misra comments: “The Commercial Interior Design Awards pay tribute to local projects, interior design firms and designers making their mark on the region’s interior design industry, which we believe we are one of its great players.
“For many decades, Grohe has been committed to the brand values of technology, quality, design and sustainability that all illustrate Grohe’s commitment to creating exceptional experiences and to delivering ‘Pure Freude an Wasser’, which means ‘Pure Joy of Water’. With its engineering, innovation and design activities firmly anchored in Germany, Grohe products bear the badge of quality, ultimately strengthening the customers’ confidence in the brand.”
In the region, the main challenges lie in creating things that are not only aesthetically appealing but also improve the quality of people’s lives, according to her.
“Sustainability is another main challenge that Grohe and the industry face in a difficult world economy and depleting resources and environment,” adds Misra.
“Our CEO Michael Rauterkus once said: ‘Innovation in our industry is not just about hardware and design anymore. Fundamental change is ahead: the digital and physical worlds are merging’, so I believe this is the biggest challenge within the industry nowadays. However, the UAE architecture industry has shown an ability to adapt and improve with all the challenges, which is critical in today’s environment.”
Ensuring that customers can enjoy their water experience, the company has recently launched intelligent devices to monitor and prevent water damage incidents – Grohe Sense and Grohe Sense Guard.
Misra continues: “In addition, the combination of Grohe and Lixil is already proving its worth in the market place with the two most successful launches in the history of Grohe: Smart Control and Sensia Arena. The Smart Control shower system offers intuitive ‘push-turn-shower’ controls with valve technology. Sensia Arena is a shower toilet with innovative technology from Japan and designed in Europe providing ultimate hygiene and comfort.”
The new Grohe Blue Home, is to be introduced later this year as Grohe is undergoing testing to make sure it adheres to the optimal and desired quality and results of Dubai’s desalinated water supply.
“We also have our ongoing CSR efforts, with our signature programs such as Turn Water into Food and recently the Wonders of Water book which promotes water awareness among children are to be implemented this year as well, ” she concludes.