• Zedra SmartControl kitchen faucet scores points with consumers with product benefits, design, ergonomics and innovative strength
• Initiative LifeCare chooses GROHE as 'Favorite brand in gold'
• SmartControl Colors collection for the kitchen wins the iF gold award 2020
Dubai, United Arab Emirates, February 18, 2020: Over 1,500 consumers and a 15-member jury of experts for the Kitchen Innovation Prize agree: GROHE Zedra SmartControl has been named 'Kitchen Innovation of the Year® 2020' in the category 'Kitchen Sinks and Fittings'. The timeless and intuitively operated faucet was particularly convincing in the criteria of ease of use, innovation, product benefits, design and ergonomics. GROHE won this coveted award for the third time in a row and was also able to celebrate the title of 'Favorite Brand in Gold'.
This award is only given every three years and honors above-average consumer orientation and consistent brand strength over several years. 'I am very pleased that we were once again able to convince the critical consumer jury and are now also considered the favorite brand in the kitchen,' says Andrea Bußmann, Senior Vice President Water Systems, Filtration, Kitchen Channel EMENA at GROHE. 'The award underlines our claim to place GROHE as the first choice for consumers in the kitchen as well. We offer a perfectly coordinated portfolio from a single source, from kitchen sinks, fittings, water systems and accessories to waste separation systems,' summarizes Andrea Bußmann.
Perfect interaction of form and function
The GROHE Zedra SmartControl features the typical reduced design of the Zedra range. In combination with the sustainable and intuitive SmartControl technology, the faucet not only fulfils all the functions required at the sink, but also allows precise adjustment of the water flow rate. The water flow is not controlled by a lever, but at the touch of a button and can also be operated easily with the wrist or elbow when no hand is free. The desired intensity can be set beforehand by simply turning the push button. The water temperature can be conveniently regulated by the user by turning the mixing valve on the tap body to the right or left. A plus for more sustainability and less water consumption is the economical Eco setting, which can be automatically pre-selected as standard on request.
From consumers for consumers
The prize awarded by the independent LifeCare Initiative and the associated seal of approval stand for trustworthiness and transparent and credible communication. The seal serves consumers worldwide as a simple and objective decision-making aid for their purchases - a recommendation 'from consumers for consumers'. The award ceremony took place on 8 February 2020 at the largest international consumer goods fair 'Ambiente' in Frankfurt.
The International Forum Design GmbH is also convinced
Zedra SmartControl is part of the SmartControl series, whose Colors collection was recently awarded the 'iF gold award 2020'. The world's oldest independent design institution, the International Forum Design GmbH in Hanover, Germany, is also convinced of the consumer benefits, quality and design of the products. 'This collection of fittings places the user experience at the center of the design! The jury is impressed by the excellent workmanship, the quality of the construction and the seamless integration into any kitchen', the jurors explain the award.