45 GROHE Magazine How can GROHE products integrate into a complete design led lifestyle For SPA Colours trend consultant Gudy Herder is on the case Last year GROHE launched SPA Colours a new range of colors and finishes for its Essence range of faucets Conceived with the design community in mind the extensive product line serves as a toolbox for architects and interior designers with a precise look and feel for each individual space Michael Seum Vice Pres ident of Design at GROHE has been closely involved with the project from the beginning When he discovered exactly how enthusiasti cally SPA Colours were received by profession als working with bathrooms he decided to go one step further to assist their design process He enlisted the Barcelona based trend con sultant Gudy Herder to develop trend panels for four of the line s most successful finishes Their goal to highlight the connection between SPA Colours and the underlying consumer trends that informed their design The four panels are highly visual reference boards that embed each finish in distinct lifestyles via the interior choices that reflect them GROHE Mag azine met Michael Seum and Gudy Herder at her studio in Barcelona s Gràcia neighborhood to discuss the importance of understanding consumer trends what it takes to inspire the design community and the continuing appeal of GROHE s SPA Colours range What drove GROHE to work with a trend expert Michael Seum Trends are an important aspect of our process at GROHE So we need to reach out and make sure we re working with the experts in the field It s about creating a consistent dialogue in the world of trends and to really connect back to some of our current activities in the market In the end we want to inspire the architects and de signers who use our products and to offer them beautiful pieces that work within the spaces they design Gudy Herder Lifestyle trends are so much more than just colors shapes and materials Those are just the signifiers of deeper consum er cravings Trends reflect what we need what we re looking for in our lives and how this influences our purchasing decisions For a company like GROHE it s therefore absolutely necessary to research trends in order to understand customers The four trend panels you created Celestial Awakening Fine Raw Green Bond Sanctum Part inspiration part exploration trend panels help designers translate a mood or idea into colors and textures INTERVIEW HENNY BOHM PHOTOGRAPHY CRISTA LEONARD

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