Groel closes Milan Design Week with one word in mind: success.
At its debut in one of the most prestigious international design events, the brand showcased its brass handles and accessories with a minimalist, elegant display—perfectly aligned with its philosophy: let the design speak for itself.
From the very first day, Groel’s stand stood out thanks to an unconventional layout: carefully curated moodboards replaced traditional product displays, telling stories, evoking emotions, and revealing the soul of each collection.
This visual narrative offered a new way to experience the world of handles—more emotional, more intimate, and profoundly sensory.
“We wanted our space to express how we approach design—not simply by showing products, but by sharing ideas, processes, and emotions,” says the Groel team.
And that’s exactly what happened: architects, designers, and interior professionals from around the world stopped by to observe, touch, and engage in dialogue—reinforcing Groel’s belief that design only has meaning when it connects with people.
During the fair, Groel also presented its bespoke service: a tailor-made offering built on active listening and the ability to adapt to the specific needs of each project. Aware that no two spaces are alike, the company provides customised solutions that respect the vision of each designer and translate it into tangible form, backed by the expertise that defines the brand. This includes bespoke pulls made to custom measurements, finishes, and even original designs; signage solutions specifically crafted for the hospitality sector; and a curated selection of bathroom accessories — all designed to integrate seamlessly into the language of each space.
Beyond public and critical acclaim, Groël’s presence at the Salone was an opportunity to forge new synergies and open up unexplored horizons. Groël returns from Milan with the pride of having taken a significant step forward and with its usual determination: to pursue excellence in every detail and affirm brass as a key player in the language of contemporary design.
The next edition will bring new stories, fresh perspectives and, of course, exciting new projects ready to surprise once again.
