Debut europeo de TOTO en la ISH de Frankfurt en marzo de 2009

09.03.2009


Japan’s leading bathroom brand, TOTO, will officially embark on its European expansion with an innovative and multi-layered design exhibition at the International Sanitary and Heating (ISH) fair in Frankfurt on the 10-14 March. TOTO will debut its contemporary, lifestyle-enhancing bathroom products, specifically customised for the European market, at the world’s leading bathroom tradeshow.

TOTO will launch three new product ranges that include 150 bathroom products at ISH Frankfurt: the NEOREST Series/SE, a super-premium collection showcasing TOTO’s combination of innovative technology and product design; the NEOREST Series/LE, another premium collection that incorporates the company’s translucent custom material, LUMINIST, for spectacular effects in ambient lighting; and the NC Series, designed to imitate the organic curves found in nature. Additionally, the NEOREST Series/LE Toilet will recieve the Design Plus award at ISH 2009.

The product ranges have been configured for the European market by TOTO’s dedicated in-house design team, with the aim of allowing a new and eager audience to benefit from the more enlightened elements of Japanese bathing culture. TOTO’s leading product is the WASHLET, which has revolutionised bathrooms in Japan with its unique warm water cleansing system since its launch in 1980. TOTO will continue to promote it in Europe, having already sold over 25 million worldwide.

TOTO’s European launch is being produced in partnership with design agency Winkreative, which has designed print materials, a website and an advertising campaign, and has directed rich video content in support of the launch story. Tyler Brûlé, Editor-in-Chief of “Monocle” magazine, and his design team at Winkreative have collaborated with a number of architects to create the 800-squaremetre exhibition, displaying TOTO’s strength as a technological innovator in the midst of a competitive European design market.

The overall installation has been created over 12 months by the Swiss firm ‘MACH Architektur’, and merges three main interior design concepts from Japan, Germany and Sweden – each hand-picked to highlight the TOTO product ranges. ‘Intentionallies’ of Japan created the suite for the NEOREST Series/SE; German firm ‘E15’ designed the suite for the NEOREST Series/LE; and Swedish firm ‘Guise’ created the interior concept for the NC Series.

Incorporating five living Japanese gardens with specially cultivated maple trees imported from Japan, the TOTO exhibition features an interactive multimedia terminal, a central plaza and 12 TOTO toilets, seven TOTO sinks, three TOTO bathtubs, four TOTO shower units and 400 metres of water pipes. The innovative technologies will be set up for demonstration at ISH – for example, people will be able to experience the massaging effect of Hydrohands technology – and animated films will bring the technologies to life. The whole installation took 25 assembly men 18 days to construct, and is an extensive display of the quality and intelligence at the core of the TOTO brand.

TOTO has been manufacturing contemporary, lifestyle-enhancing bathrooms since 1917 and is renowned for developing technologically innovative products focused on ‘Clean Technology’. It is Japan’s market leader for sanitary ware, and aims to provide a higher quality of everyday bathroom life while being environmentally conscious. With its strategic launch in Europe, TOTO hopes to encourage growth across the entire European sanitary market, and has a long-term vision for doing business in Europe.