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Initial Challenge

As part of Roca’s innovation initiative under the theme “LuxYoury”, the team set out to rethink the modern shower experience. A common user complaint was the lack of convenient and hygienic storage in wet areas. The challenge: create a shower space that seamlessly combines comfort, storage, and a sense of luxury—without compromising on style or functionality.

The Method

Following Roca’s 4-Stage Innovation Process, we explored user needs, emerging trends, and material innovations to conceptualize a more holistic shower space. Iterative design development included usability mapping, material testing, and ergonomic analysis to ensure a solution that worked on both a practical and emotional level.

The Solution

Hide & Seat redefines the shower area by integrating smart storage with seating and wellness features. The design includes an internal compartment for shower essentials, a retractable exterior seat with additional dry storage, a Maxiclean-treated glass panel, and premium fittings like a thermostatic faucet and wall-mounted sprinkler. The concept was unveiled at the ISH Fair in Frankfurt in 2011, representing a shift towards multi-functional bathroom environments centered around user comfort and convenience.

My Involvement

  • Led the concept creation from initial focus definition (“LuxYoury”) to final deliverables

  • Identified the core user need: lack of combined wet and dry storage in shower zones

  • Followed and applied Roca’s 4-Stage Innovation Process

  • Contributed to product definition, concept development, and design detailing

  • Collaborated with cross-functional teams on feasibility and implementation

Challenge:

Usability:


Final design: