REVOLUTION IN THE BATHROOM

This leading product trend represents the most significant innovation of recent years. In 2009, TOTO introduced its WASHLET shower toilet to Europe, igniting a revolution in bathroom design.

 

In 2009, Japanese sanitary experts TOTO extended a warm welcome to visitors at ISH, the world’s premier trade show for the industry, with the greeting: “Hello Europe!”. Marking their debut at the Frankfurt event, TOTO introduced a groundbreaking product in their portfolio: the WASHLET. This innovation, which combines a toilet and bidet into one unit, was virtually unknown in Europe at the time. However, in Japan, the WASHLET had been a staple of everyday life for several years. Nearly every child in Japan is familiar with TOTO products, and the majority of households are equipped with a shower toilet. Today, thanks to TOTO, the WASHLET is a trending product and represents one of the most significant advancements in European bathroom design in recent years. It is now considered an essential component of any bathroom designed with comfort and wellbeing in mind.

Many innovations that have transformed the world were initially met with ridicule, scepticism, or outright rejection. Early automobiles were dismissed as toys for the wealthy, the internet was seen as a fleeting interest for tech enthusiasts, and artificial intelligence was relegated to the realm of science fiction. The WASHLET shares a similar history. The concept of incorporating an intimate cleansing feature into a toilet was novel even in Japan, yet it quickly gained widespread acceptance. The experience of cleanliness from fresh, warm water cleansing resonated with Japan's strong cultural emphasis on hygiene. This phenomenon persists today: Japan boasts the most inviting and clean public toilets in the world. It is fitting that Japan was the birthplace of a project like THE TOKYO TOILETS. The Nippon Foundation enlisted renowned international architects to design 17 public toilet facilities in Tokyo, all equipped with TOTO products. These toilets, crafted by luminaries such as Tadao Ando, Kengo Kuma, and Shigeru Ban, have garnered international attention.

A New Experience – First in Hotels, Then at Home

Upon the WASHLET's introduction to Europe, TOTO adeptly addressed the specific needs of this market. The Japanese company aimed to dispel the initial scepticism surrounding the product. The various WASHLET models are designed to meet European standards for luxury bathroom furnishings and fixtures. Timeless designs, available in both rounded and angular versions, complement bathrooms of all styles. WASHLETs are also becoming increasingly prominent in high-end hotels. This sector quickly recognised the novel wellness experience that the WASHLET offers, setting hotels apart from their competitors. The recently opened Marriott Hotel City West in Munich, for instance, features nearly 400 rooms equipped with WASHLET models. Joern Siebke, interior designer and owner of Studio Lux Berlin, explained, “From the outset, we considered TOTO products to be differentiators that give the hotel a unique quality, setting it apart from other properties on the market.” Many hotel guests experience the WASHLET for the first time during their stay and subsequently decide to install one in their homes.

WASHLET is Life-Changing

Over the years, the WASHLET has gained widespread acceptance and is now a “must-have” for any modern bathroom. TOTO remained confident despite the initial hesitation, always anticipating the product's eventual success in Europe. The company participated in every ISH trade show, engaging in detailed discussions with plumbers, wholesalers, planners, and interior designers. Their goal was to bring Japan’s transformative experience with the WASHLET to Europe, allowing people to integrate it into their daily routines. By 2011, just two years after TOTO’s market launch in Europe, competitors began showcasing more shower toilets at trade exhibitions. This collective effort contributed to the product's success.

Expertise in Hygiene and Comfort Technologies

TOTO can rightfully claim to have pioneered this development. Their expertise, honed over decades in hygiene and comfort technologies, continues to be emulated today. Founded in 1917, the company has unparalleled knowledge in ceramic production. TOTO developed the innovative rimless toilet bowl and Tornado Flush system. Another notable feature is the strategic placement of the wand for intimate cleansing above the toilet bowl, safeguarding it from waste. A protective flap further ensures the wand remains clean, preventing contact with flush water or faeces and maintaining the cleanliness of the technical components in the event of a blockage. TOTO’s unique ewater+ cleansing technology, which utilises electrolysed water with antibacterial properties, helps keep the toilet bowl and wand cleaner for longer. Additional comfort and hygiene technologies include heated toilet seats, front wash, and dryer features available on some WASHLET models. Today, the WASHLET is an integral part of designing a comfortable and accessible multigenerational bathroom. It also provides greater independence for the elderly and individuals with physical limitations. According to company figures, TOTO has sold over 60 million WASHLET units, more than any other company worldwide.