Hansgrohe Water Studio launch party

Hansgrohe and I-AM collaborate to create The Water Studio 15th March 2016

Earlier this month our latest London interiors project, the Hansgrohe Water Studio, opened its doors to much acclaim in the heart of Clerkenwell. Here’s the full story behind how the collaboration came together …


World-leading designers, manufacturers and suppliers of award winning bathroom products to the retail, hotel and leisure industries for over 100 years, Hansgrohe today opened their first UK specification centre for Architects, Designers and trade professionals  – The Water Studio. With a prime location in London’s Clerkenwell, the heart of the international A&D community, this venue is a hub of inspiration, excitement and resources for all those serious about creating amazing bathrooms.

I-AM, leaders in outstanding showroom experiences for clients such as Domus & CP Hart, collaborated closely with Hansgrohe’s UK and German teams to bring to life true brand experience for Hansgrohe and its high-end brand, Axor.

With a theme of celebrating the joy and primal wonder of water, I-AM integrated moving, working water on both ground and lower ground floors, offering the opportunity to experience the core purpose of the equipment and fittings, as well as the beauty and elegance of their design. Uniquely, consultation podiums with interchangeable fittings allow the sales reps to customise the working demonstration for each client.

More abstract, artistic expressions of water draw visitors’ attention; with a central ‘cascade’ feature the key focal point. Here, working showerheads and mixers are set against the backdrop of a 4D-mapped ‘digital waterfall’ animated artwork, inspired by the power of water harnessed and engineered by the experts, Hansgrohe.  Further artistic water-statements are present around the space; the window display features billowing fabric evocative of water flowing from a tap, and the Water Dreams installation sculpture (by Front collective) hangs above the staircase.

The Water Studio is not a ’showroom’: in reflection of a key value embedded in the Hansgrohe offer: expertise & service. It is a working space, a creative sanctuary and studio for education and collaboration.  A library wall offers inspiration, resources and digital presentation, and a large open design table faces out to the bustling Clerkenwell Road.

The space is a true ‘brand experience’ as well as a valuable resource for all those wishing to impress and spec fittings engineered for optimum performance with water.

About The Water Studio, UK Hansgrohe MD Martin Mongan says

“After an extensive pitch process we chose I-AM to bring The Water Studio to life as they were able to harness Hansgrohe’s passion for water and completely understood what we were trying to achieve with the space. We did not want a museum but a vibrant playground to inspire the A&D community and there is no doubting that they have achieved the brief. The space revolves around working water, allowing visitors to experience first hand the quality and performance of our products in an informative and most importantly fun way. The design and build went without a hitch, a major achievement given the complexity of the design. We believe we have created a unique space in Clerkenwell and that was made possible by the imagination and vision of I-AM.”

I-AM Project Director Pete Champion says

‘It has been a joy to collaborate with Hansgrohe on something as meaningful and exciting as The Water Studio – as well as Hansgrohe’s creative consultants, we are also their target audience, and I know we will enjoy and benefit from it as much as the wider A&D community.  We’ve tried to provide the creative community with inspirational talking points, alongside elegant facilities to enable the collaboration and demonstration that are already driving Hansgrohe’s success in the UK.”


The Water Studio is now open, 12-16 Clerkenwell Road EC1M 5PQ

Explore the space in more detail on our case study page.

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