Bea World is an initiative that recognises and promotes excellence in events and live communication across the whole world and takes place in the context of Bea World – The International Festival of Events and Live Communication. Created in 2006 to foster and advance the importance of events in the marketing plans of large and smaller corporations, the Best Event Awards have helped agencies from 40 countries in finding inspiration and new ideas for their events, and are now acknowledged as the main and most challenging international industry recognition.
THE EVENT
GROHE, a leading global brand for complete bathroom solutions and kitchen fittings, has long participated in some of the industry’s largest events and fairs. As one of the biggest players in the sanitation space, this would mean elaborate and involved appearances at fairs, trade shows and other venues. However, these activities have involved in-person elements, an aspect that during the COVID-19 pandemic became harder to support in a safe manner.
The GROHE business model is based on constant exchange with intermediaries such as architects, designers, craftsmen and dealers, who maintain contact with end customers. The requirement to avoid contacts and encounters resulted in a lack of exchange with B2B target groups. GROHE began planning alternatives. Prompted by their executive staff, with safety as a priority, the concept of creating their own event was decided on. To address safety concerns, the need for a virtual solution was quickly realized. It was decided that they didn’t want to just do a simple live experience but create something dynamic and continually accessible.
The idea of “GROHE X” was born: as a digital communication tool, tailor-made for their different target groups GROHE X is designed as an interactive digital platform that serves as an event stage, showroom, trade fair alternative, communication portal and content channel for all partners and professionals – dynamic, user-oriented and tailored to the individual interests of each visitor.
