LIXIL EMENA / GROHE X
Statement
Since the Covid pandemic, the way we experience brands has changed dramatically. Digital and hybrid formats in particular have been tailored to the new needs of customers in a very short time and have gained a lot of importance. I am looking forward to getting to know new impulses, inspiration and exciting approaches. As part of the jury, I’m looking forward to taking a look behind the scenes and exchanging ideas with colleagues.
Since the Covid pandemic, the way we experience brands has changed dramatically. Digital and hybrid formats in particular have been tailored to the new needs of customers in a very short time and have gained a lot of importance. I am looking forward to getting to know new impulses, inspiration and exciting approaches. As part of the jury, I’m looking forward to taking a look behind the scenes and exchanging ideas with colleagues.
VITA
Nina Celik is responsible for the hybrid brand experience under the GROHE X umbrella as Leader Hybrid Brand Experience at LIXIL EMENA. GROHE – a leading global brand for holistic bathroom solutions and kitchen faucets – employs over 7,000 people in 150 countries – 2,600 of them in Germany. In 2021, GROHE has added another dimension to its trade fair and event strategy: digital. With “GROHE X”, a dedicated brand for hybrid brand experiences has been created that focuses on both physical and digital experiences. Under the GROHE X umbrella, different target groups will find ideas and information tailored specifically to them – in multiple languages. This allows end consumers as well as professionals and members of the press to have a very individual GROHE brand experience. Now that real encounters are finally possible again, GROHE X is opening the new GROHE X Brand & Communication Experience Center in Hemer (NRW) in addition to its digital offering. It houses a visitor centre and five state-of-the-art studios for training, content development and hybrid events. This innovative brand experience is rounded off by three GROHE X Motion Trucks, which bring the GROHE X offering directly to the customer.
Nina Celik is responsible for the hybrid brand experience under the GROHE X umbrella as Leader Hybrid Brand Experience at LIXIL EMENA. GROHE – a leading global brand for holistic bathroom solutions and kitchen faucets – employs over 7,000 people in 150 countries – 2,600 of them in Germany. In 2021, GROHE has added another dimension to its trade fair and event strategy: digital. With “GROHE X”, a dedicated brand for hybrid brand experiences has been created that focuses on both physical and digital experiences. Under the GROHE X umbrella, different target groups will find ideas and information tailored specifically to them – in multiple languages. This allows end consumers as well as professionals and members of the press to have a very individual GROHE brand experience. Now that real encounters are finally possible again, GROHE X is opening the new GROHE X Brand & Communication Experience Center in Hemer (NRW) in addition to its digital offering. It houses a visitor centre and five state-of-the-art studios for training, content development and hybrid events. This innovative brand experience is rounded off by three GROHE X Motion Trucks, which bring the GROHE X offering directly to the customer.