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Urban Village was the theme of the Grohe stand at the 2011 ISH trade fair. Marking the brands transformation from rational to emotional, the 1,200 m² space presented the new GROHE SPA™ collection and was used to launch over 350 products. Radiating from the central GROHE SPA™ area, visitors were taken on a sensory journey through each product category: bathrooms, showers, kitchens and sanitary systems. Multimedia displays, lifestyle environments and interactive experience zones were set against a backdrop of natural colors, Corian and oak wood, which were selected for their authenticity and emotional appeal.