Mastering Water

The Geberit Experience Centre has opened in the heart of the Zona Tortona, once an industrial quarter in the south of Milan and now one of the city’s most vibrant design destinations. In a former glass factory spanning some 800 square metres, a platform has been created for knowledge transfer, dialogue and brand presentation. High-ceilinged halls with large skylights, an exposed roof structure, rough brickwork, a striking chimney stack and an old overhead crane tell the history of the site; the precisely conceived exhibition design respectfully builds on this character rather than erasing it. This industrial setting provides an authentic backdrop for a theme deeply rooted in the technical infrastructure of buildings. Through a blue-accented airlock, visitors enter the heart of the exhibition and embark on a choreographed journey through seven experience zones, each exploring the central theme of ‘Mastering Water’ from a different perspective.

The centrepiece of the space is the ‘Mastering Water Tower’, a three-storey structure approximately 7.5 metres high, constructed from the universal Geberit Installation System (GIS). What is normally a modular metal frame system supporting sanitary modules and organising pipe runs behind the wall becomes here visible architecture: the structural skeleton of the installation laid bare. Transparent pipes filled with blue water reveal the otherwise hidden flow, tracing the journey from supply line to washbasin, toilet and shower, through to drainage and roof drainage. Inside the tower, a contemplative observation space invites visitors to pause. Seated on a platform and surrounded by the gentle murmur of the pipework, they can activate any scenario at the touch of a button. Monitors illuminate the principles of operation, while interactive exhibits translate the complex hydraulics into a vivid, hands-on experience.

In the ‘Mix & Match’ zone, a large-format materials table takes centre stage. As in a creative studio, visitors can compose individual mood boards and compare different surface combinations. On the walls, horizontal and vertical installations of flush plates, washbasins and mirrors complement the material studies: series, colours and finishes in direct dialogue.

The ‘Tech Expert’ zone takes a more technical register. A workbench serves as a stage for assembly and installation demonstrations, with fittings, pipe connectors and specialist tools laid out in drawers and on shelves. Here, plumbers, architects and planners can get hands-on, examine details and test procedures. 

Two hologram displays add a digital dimension to the physical presentation, allowing watercourses to appear three-dimensionally in space. The exhibition concludes in the ‘Testing Area’, with two understated test bathrooms where toilets, urinals, washbasins and, in particular, shower toilets can be tried in real-life conditions. Dark wall tones and precisely positioned spotlights direct attention entirely towards the products and their functions.

The visitor journey is not solely about product understanding and technical know-how. Encounters and exchange are equally central, and dedicated spaces are provided precisely for this purpose. The flexible ‘Water Talks’ area hosts lectures, workshops, training sessions and product presentations. A large-format screen, mobile seating and a theatrically reflective curtain define the auditorium while enabling swift changes of format.