Technical Expertise, Sanitary Technology, Innovation

Geberit’s Mastering Water philosophy reflects both its corporate identity and expertise in water management across all building systems. This approach guided the design of the brand’s new Milan location at the Opificio 31 exhibition hub on Via Tortona. Dubbed the Geberit Experience Center, this is a multipurpose space that goes far beyond a traditional showroom. Designed by architects Ippolito Fleitz Group based on a strategic brand framework developed by POLI.design, the center serves as a meeting point for designers, contractors, architects, installers, end users, and institutions, fostering ongoing dialogue with both the industry and the local community.

“The Geberit Experience Center was created to give concrete form to what our brand has represented for over 150 years,” explained Silvia del Vitto, Geberit’s marketing director. “That is, managing water intelligently to ensure well-being, comfort, and reliability. It’s therefore more than a simple showroom – it’s a permanent, dynamic collaborative hub designed for training, workshops, events, networking, and engagement with professionals, partners, students, and stakeholders. We also want to engage with the whole city. We hope that the center will become an accessible, recognizable space in dialogue with the community – a place where technical expertise, sanitary technology, and innovation transform into a hands-on experience.”

Why Milan?

The choice of Italy, and Milan in particular, for the new location reflects a strategic focus on what is now the group’s third-largest market by revenue. By opening the center in the historic design district, the company is emphasizing its commitment to high-performance, functional design and its desire to engage as an active participant in the city’s creative dialogue. “We’ve recorded 1.6% growth, with net sales rising from €174 million in 2020 to €273 million in 2025,” noted Giorgio Castiglioni, Geberit’s general manager. “This result reflects the trust Italian consumers place in our brand, as well as the strong relationships we’ve built with wholesalers, installers, designers, contractors, and architects.”

An immersive experience

The Mastering Water philosophy remains central: water is essential for nutrition, hygiene, and sanitation, and serves as a vital transport medium for both materials and waste. This informs Geberit’s holistic approach to water management,treating it as a resource to be managed in a controlled, efficient, and sustainable manner to enhance daily well-being. The nearly 800 m² interior offers an immersive experience, with water acting as the primary link between technology, space, and the Geberit identity.

The space comprises six themed zones. At the center is the Mastering Water Tower, a hydraulic simulator with transparent piping that demonstrates water flows. Designed as a multifunctional space resembling a contemporary workshop, the Techxpert area offers live technical demonstrations. In the Design Meets Function zone, products are showcased in realistic bathroom settings, while the Mix & Match area allows visitors to explore various configurations of forms, colors, and materials. Water Talks provides a space for professional exchange and industry updates. Finally, the blue and white Water Bar serves as a social hub for networking.

The Geberit Experience Center will open on April 20, during Fuorisalone 2026, where the company will host the installation Flow. Form. Function. Developed in collaboration with architects Atelier Oï, the installation is an immersive journey that blends art and design with the company’s technical expertise, harmonizing water flow with form and function.

For more information: www.geberit.it