In the theater of "This Lifetime", Hejue responds to the yearning for a better life with high-quality bathroom products.

The newly emerging theory of experience economy points out that "experience" is the core of consumers' pursuit of "quality".

At the scene of this year's Guangzhou Design Week, 36Kr found that the simple display of functional value is no longer the first choice of brands. When consumers begin to be impressed by the experiential value, brands are also turning to seek a deep connection that resonates with consumers' personal experiences and emotional memories.

As the only selected sanitary ware brand to participate in the "Super Brand Origin IP Concept Hall" for three consecutive years, Hejue has joined hands with well - known designer Xie Yingkai for the third time. With the theme of "A Lifetime Here", the exhibition hall is designed as a multi - act theater, presenting the quality sanitary ware needs and lifestyle aesthetics in different stages of life.

Audience members walk along the guiding line and step into these condensed life segments in turn: young singles who have just entered society hope to recharge their exhausted selves with a bath; couples in a two - person world share the intimacy of the washing space in the morning and afternoon; parents are worried about the problems of children's independence and safety in growth; a three - generation family needs to seek harmony and tolerance among different generations in the face of differences; and how the elderly can use the sanitary ware space independently and completely without burdening their children.

Behind the theme of "A Lifetime Here", there may be Hejue's judgment: the sanitary ware space is not just a functional place, but also can become a life stage that carries the emotions and memories of different stages of life, and "quality" is the main axis that connects this life drama.

Part1: Different Chapters of Sanitary Ware and Life

Walking into the Hejue exhibition area at this year's Guangzhou Design Week, the first thing you feel is a transparent spatial texture. The iconic Hejue blue at the entrance is embedded in the slightly white spatial base, becoming the natural focus of the line of sight. Looking up, the upper corridor and the openings on both sides are presented in the form of framed scenery, allowing the audience to intersect with the lines of sight from different directions while walking, as if jointly stepping into a carefully choreographed opening.

As you move forward, the sense of narrative becomes more prominent. The display wall after the entrance is transformed into a "time corridor", recording the cooperation themes of Hejue and Xie Yingkai at the Guangzhou Design Week in the past three years: from "Encounter" in 2023, "Walk Together" in 2024, to "A Lifetime Here" this year, showing the continuous evolution of Hejue's understanding of the sanitary ware space.

The structure of life is fluid, and the sanitary ware needs naturally change accordingly. The person in charge of the Hejue brand told 36Kr that people's yearning for a quality life remains the same, but the definition of quality changes with different stages of life. Therefore, a truly high - quality sanitary ware does not lie in stacking functions, but in accurately responding to the constantly evolving core demands of different stages of life.

Based on this insight, Hejue joined hands with Xie Yingkai to translate different stages of life into multiple independent but continuous scenes through spatial design language, such as spatial division, material change, and light and shadow transition. Every audience member who walks into this "theater of life" can see a moment in life and think about more possible forms of high - quality sanitary ware.

"Single Self - Indulgence", as the starting point of the narrative, meets the needs of young singles for efficiency and solitude with extreme space utilization and flexible layout design. Entering "Double - Life Sweet Talk", the spatial rhythm becomes obviously softer. Through the partitioned washbasins and non - interfering shower layouts, the usage paths of two people are naturally separated and yet flowing, presenting an aesthetic of coexistence that is intimate but does not encroach on each other.

When life enters the parenting stage, the core of quality gives way to safety and growth. "Nesting with Children" relieves the pressure on novice parents through rounded anti - collision designs and parent - child shower heads. As the movement line advances to "Harmonious Coexistence" and "Silver - Haired Health Care", the mood of the space gradually becomes calm. For multi - generation families and the elderly, the keywords of the sanitary ware space are further anchored on peace of mind and dignity. Handrails for assisting standing, material treatments to reduce slipperiness, and the user - friendly logic of aging - friendly intelligent sanitary ware products together form a solid foundation for protecting the independent life and dignity of the elderly.

From the comfort of one person, to the sweetness of two people, the liveliness of three people, to the richness of a three - generation family, and finally to the calmness and stability of old age. The sanitary ware space, once an overlooked corner, is quietly integrating into the life context of every family in an unprecedentedly gentle way.

In Hejue's "A Lifetime Here", 36Kr sees that a truly high - quality sanitary ware is no longer a functional display room, but lies in the companionship, understanding, and protection at every moment. It can be said that Hejue uses the solutions for different life - stage scenarios to connect the complete narrative of "home" and write the most appropriate life notes for us at different stages of life.

Part2: How Do the Three Scenarios Define the Experience of "High - Quality Sanitary Ware"?

If the spaces for different stages of life allow the audience to see the life slices of different families on the time axis, then the underlying structure that supports the establishment of these slices actually comes from Hejue's "multi - scenario sanitary ware solutions" represented by new intelligent enjoyment, new bathing, and new self - indulgence.

The scenarios of different life stages can be concretely expressed precisely because the three high - frequency scenarios of toilet use, bathing, and washing and storage form a common living foundation behind them.

At this Guangzhou Design Week, the three full - scenario sanitary ware solutions were redesigned and translated by Xie Yingkai, endowing the spatial expression with a stronger sense of narrative. Through the use of design languages such as sound, color, light, and shadow, the designer concretely presented the concept of high - quality sanitary ware conveyed by the three scenarios to the visitors.

In the "New Bathing Scenario", we can feel that the main focus is not on a specific product, but on the overall order composed of light, sound, and water. Inspired by a "waterfall group", the designer concretized the flowing lines through the staggered shower heads, allowing the refreshing water curtains of different rhythms to interweave the "Water Symphony" of life.

Compared with the emphasis on parameters in traditional exhibitions, this presentation pays more attention to the origin of the real experience of "how water touches the body". Taking the T - series and K - series shower heads as examples, the technologies such as rain - like water control, instant stop, and waterway scale removal carried by Hejue's Changlin® system make the comfort of bathing concretely perceived as warm water temperature, abundant water volume, and smooth waterways.

At the same time, the presentation at this design week further combines functionality and order. The designer skillfully integrated Hejue's products into the staggered exhibition stands, enabling storage, movement lines, mirrors, and lighting to form a mutually supportive state in the same spatial dimension, creating a personalized space that combines practical functions and aesthetic experiences.

The "New Intelligent Enjoyment Scenario" presents an "Advanced Ladder" with a sense of technology and future through the stepped structure of a "glacier group". The "0" light characters on the wall are not only a microcosm of Hejue's six innovative technologies of zero - cold water, zero - waiting, zero - distance sterilization, zero - pressure cleaning, zero - pressure flushing, and zero - touch lid opening; they also cover the vision that "0" is both the starting point and the unknown extreme. Paired with the stepped layout design, it implies the continuous breakthroughs and evolution of Hejue's intelligent toilets in the technical field.

Among them, the R - series creates an ultimate toilet experience of washing, silence, and clean antibacterial through core technologies such as 3D comfortable washing and AI intelligent guiding cruise cleaning. The N - series, with its industry - first water - tankless ultra - thin wall - hanging rack and wall - drain siphon zero - pressure flushing, achieves double breakthroughs in aesthetic expression and performance optimization while saving space.

In the three - scenario display area, Hejue demonstrates a comprehensive high - quality sanitary ware system that covers the high - frequency daily sanitary ware experience needs through the integration of product technology and design aesthetics. If the scenarios are the "concrete expression" of the high - quality sanitary ware experience, then technology is the "invisible supporter" of the high - quality sanitary ware experience. The combination of the two just completes the perfect closed - loop from hardcore technology to soft life.

Part3: Hejue's Thinking Behind "There Is Always Beauty Here"

The Guangzhou Design Week has always been an important observation window for the Chinese design industry and an examination room for durable consumer goods brands to test their concepts and product capabilities.

Hejue's consecutive three - year presentation in an independent origin hall at the Guangzhou Design Week is itself an attempt to discuss with a broader industrial ecosystem in design language "how the high - quality sanitary ware should be experienced".

This emphasis on design is a main line in Hejue's long - term layout. The relevant person in charge of the Hejue brand believes that in the context of a highly fragmented home improvement market and a strong dependence of user experience on the professionalism of designers, Hejue has gradually realized that to truly implement high - quality sanitary ware, relying solely on single - product innovation is not enough. More importantly, through in - depth co - creation with designers and the application of suite - based and scenario - based solutions, consumers can make the leap from "buying products" to "buying solutions" and "buying scenarios".

Driven by the continuous upgrading of the consumption structure and the trend of home space renovation, the sanitary ware space is evolving from the purchase of single products to the stage of overall space renovation. According to statistics from Xin Kuaibao, in 2024, the per - capita housing expenditure of Chinese residents accounted for more than 20% of the total consumption expenditure, and the sanitary ware space was the living space that people most wanted to renovate (77.5%). This shows that consumers' demands for space function upgrading, movement line optimization, and usage experience improvement are becoming increasingly obvious.

Hejue's early layout of the designer ecosystem has become a response to the current trend. In recent years, projects such as the "Beautiful China IP", the "Super H+ Plan", and the "Asian Youth Design Light Award" are the paths for Hejue to continuously promote the construction of the designer ecosystem. The purpose of this series of actions is actually very clear: the relationship between designers and the brand is gradually shifting from daily cooperation in product selection to collaborative delivery of scenario experiences.

This emphasis on "scenarios" is also reflected in Hejue's practice of extending high - quality sanitary ware from the family space to a broader living scenario in recent years.

Centered around "There Is Always Beauty Here", Hejue has continuously conducted real - scenario experiments across regions and populations in the past two years: in 2024, it cooperated with "Chinese National Geography" to bring the world's first mobile full - sanitary - ware experience space to National Highway 318, protecting the high - quality sanitary ware experience under the "geographical extreme"; in 2025, the "Beauty Here Landmark Tour" was launched in Guangzhou and Shanghai, allowing people to punch in city landmarks with high - quality full - sanitary - ware; in the second half of the same year, the "Journey of Longing Here" went from the Qinghai - Gansu Line to the Datang Ever - Bright City in Xi'an, integrating the high - quality sanitary ware experience into natural landscapes and cultural resorts, achieving a deep resonance at the emotional and cultural levels.

Therefore, the logic of Hejue's "There Is Always Beauty Here" becomes clearer. "