American University of Dubai

GROHE and AUD in collaboration with the ALSERKAL Cultural Foundation team up to take young designers to the next level

The American University in Dubai (AUD) and GROHE, world leading German manufacturer in sanitary fittings, in collaboration with ALSERKAL Cultural Foundation, have launched the “WATER & SANDDesign Atelier. During the unique design atelier AUD students will develop a wellness project located in a wind tower house in the vibrant area of Al Bastakiya Dubai, embracing art and culture while using GROHE Spa range. This challenging project will link local heritage with modern design solutions in respect with the tradition and the historical location.
The workshop is offered to the students of the Department of Interior Design of the School of Architecture, Art and Design of the American University in Dubai (AUD). It will be developed during the Spring 2016 Semester and will involve students enrolled in the Wellness and Spa course – an advanced Interior Design course focusing on wellness centers analysis, planning and design, together with students enrolled in the Interior Design Studio III course.

With this edition of the Design Atelier, AUD and GROHE have renewed their successful collaboration, previously established with the GROHE Design Series program.
The Chair of the Interior Design Department at AUD Albert S. Fakhoury along with Prof. Annamaria Lambri, Associate Professor of Interior Design and Coordinator of the Design Atelier, together with Jasmine Shahin, AUD Adjunct Professor of Interior Design, will support and lead their students through this challenging and exciting journey.

AUD’s Interior Design Department Chair Albert S. Fakhoury stated:
“We are very pleased to see that the collaboration with GROHE is reaching a new milestone: thanks to the tremendous efforts of the department – particularly Prof. Lambri’s contribution - Wellness and Spa is officially offered as a professional elective course and has become part of the new “Emphasis in Hospitality Design” that we are developed within our program. A program which will prepare the young creative minds towards uniqueness in their professional career. Collaborating with Alserkal Cultural Foundation is nothing less than a statement of our commitment to the values of the UAE heritage by highlighting its traditional architecture in a very innovative context.”
From her side Ms. Lina Varytimidou, Director PR and Head of GROHE SPA in the East Mediterranean, Middle East & Africa introduced the products from the GROHE’s SPA collection during the launch event, stated: ‘’GROHE is pleased to partner with AUD's Interior Design Department for the launch of the 'Water & Sand' Design Atelier part of the Wellness and Spa course and the GROHE Design Series Program. We are extremely excited about this collaboration and developing the future of this course. “We look forward to seeing the projects that the students will be delivering at the end of the semester and to offering the winner of the best assignment an internship at the GROHE offices in Dubai. We hope that GROHE's partnership with AUD will elevate and change the landscape of interior design standards in the UAE.’’ She added.

Participating students took a guided tour at one of GROHE’s leading showrooms in UAE where they discovered GROHE’s latest innovations in terms of quality, technology and design. Varytimidou also announced that the student with the best assignment would be offered an internship at GROHE’s Middle East and Africa offices in Dubai, United Arab Emirates.
Mr. Eisa Bin Ahmad Alserkal, Board Member of the ALSERKAL Group, supported by Mrs. Annamaria Bersani, ALSERKAL Cultural Foundation Director, introduced ALSERKAL Cultural Foundation and its involvement in the workshop highlighting the importance of the local heritage and culture. Alserkal’s Cultural Foundation Chairman, Mr. Ahmad Bin Eisa Bin Nasser Alserkal stated:
“At Alserkal, we don’t only focus on our corporate growth but look to our community growth as well, be it through relationship building, engaging in various corporate and social activities and spreading awareness. We have been blessed for the overall role we play in the UAE and Dubai especially, and persist to continue traveling on this ever-growing path with our clients and customers remaining our main priority.”

The Water & SAND Design Atelier articulated program, including GROHE ONE-DAY WORKSHOP at AUD, will lead to a Grand Finale event where the winning team will be awarded.
About AUD

The American University in Dubai (AUD) is a private, non-sectarian institution of higher learning founded in 1995. It serves UAE nationals and international students who seek world-class career-oriented education. AUD, as an international institution of higher education, encourages global understanding by providing an atmosphere of cultural diversity and opportunities for an international education.

• AUD is officially licensed by the UAE Ministry of Higher Education and Scientific Research. The Ministry has accredited the university’s programs in International Studies, Business Administration (both undergraduate and graduate), Communication and Information Studies, Engineering, Architecture, Visual Communication and Interior Design, Education (graduate), and Construction Management (graduate), in addition to a Certificate program in Middle Eastern Studies.
• AUD is permitted by the Knowledge and Human Development Authority (KHDA).
• AUD is accredited in the USA by the Southern Association of Colleges and Schools (SACS) Commission on Colleges (COC) to award Bachelor’s and Master’s degrees.
• AUD is approved to operate by the State of Georgia Nonpublic Postsecondary Education Commission (NPEC).
• AUD has received specialized accreditation for its Bachelor’s of Business Administration (B.B.A.), and Master’s of Business Administration (M.B.A.) degree programs in business through the International Assembly for Collegiate Business Education (IACBE).
• The university’s undergraduate majors in Marketing Communications and Advertising have been accredited by the International Advertising Association (IAA) in New York.
• The Civil, Computer, Electrical and Mechanical Engineering Programs of AUD’s School of Engineering are accredited by the Engineering Accreditation Commission of ABET.
• The Bachelor of Communication and Information Studies program, with majors in (1) Digital Production and Storytelling and (2) Journalism is accredited by the Accrediting Council on Education in Journalism and Mass Communications (ACEJMC).

GROHE is the world’s leading provider of sanitary fittings.
With its global GROHE brand, the company has relied on its brand values of technology, quality, design and sustainability for decades to deliver “Pure Freude an Wasser”.
GROHE has a global workforce of around 6,000 people. There are about 2,400 employees working in Germany. GROHE runs three production plants in Germany as well as several plants in other markets. In 2014, the company generated consolidated sales of approx. €1.2 billion with its comprehensive product portfolio for bathroom and kitchen. Some 85 percent of its sales are currently generated outside Germany.
GROHE was taken over by the LIXIL Group and the Development Bank of Japan in January 2014. The LIXIL Group is the global leader in the building materials and housing equipment industries. Since April 2015, GROHE is part of the global market leader LIXIL Water Technology that pools LIXIL’s worldwide sanitary ware business in one single business unit with GROHE remaining an independent Brand.
About Alserkal Cultural Foundation 

Alserkal Cultural Foundation (ACF) is located at Al Fahidi Historical District, Dubai. Configured as a Culture Hub, it has several purposes including serving as an Art Consultancy and Event Management body which is being managed in partnership with Make Art Café. MAKE serves simple gourmet deli food and quality beverages in an urban setting amalgamated with heritage.
Alserkal Cultural Foundation boasts of five exhibition areas, two flexible workshop rooms, a cozy library filled with wide range of books, and the Creativity Corner – Handicrafts Shop. Along with these, they also offer art lessons, tutorials and workshops to promote creativity and imagination.
True to their mission and vision, Alserkal Cultural Foundation supports creative minds and encourages community development by promoting the new generation of art talent from the UAE and GCC region. They are an opportunity provider for innovators by supporting creative minds and delivering their voices to society. As its concept and location show, Alserkal Cultural Foundation gives a contemporary edge to culture, while being conscious of its historical root.

Media Contacts
GROHE Eastern Mediterranean, Middle East & Africa
PO Box 27048
CY-1641, Nicosia, Cyprus
Internet: www.grohe.com

Media contact: Memac Ogilvy Public Relations
Point of contact: Yasmin Hilmi
Phone: +971 (0) 4 305 0334
Email: yasmin.hilmi@ogilvy.com