Getting closer to the International Bathroom Exhibition 2026. Interview with Elia Vismara

I believe Salone Contract is very interesting for the bathroom sector, which – as proven by the data we have on hotels in the five-star and five-star-luxury categories – plays a central role in the high-end hospitality experience. Guests spend significantly more time in bathrooms compared to other areas of their suites, making them an increasingly strategic space. 

This is why many companies are choosing to invest in the hospitality sector, transforming the hotel bathroom into a highly aspirational space. It will be interesting to see how OMA will structure this process: there are specific complexities to presenting a bathroom environment at a trade fair, that can be overcome only with strong project curatorship. The attempts we’ve seen in the past have not always led to satisfactory results. 

The contract sector is currently the one that offers the greatest rewards in both financial and development terms. This is a significant challenge, but also a great opportunity. 

One of Assobagno’s key activities is to bring together all the players in the supply chain, fostering dialogue between product categories – faucets, furniture, sanitary ware, shower enclosures – that often speak different languages. This allows us to have a 360-degree view, which is essential for fostering debate on shared issues and evolving trends. 

In recent years, we have also focused more on internationalisation. This area had been somewhat neglected, but is now strategic both for addressing the issue of tariffs and for navigating an increasingly complex geopolitical landscape. Our Research Centre supports us through aggregated data and statistical analysis, allowing us to provide companies with useful insights for their strategic decisions. 

Compared to ten years ago, the digital component has become key in information and pre-sale processes. Data show that 97% of European consumers educate themselves before buying, and 44% of them go online to search for information. However, the actual sales continue to happen mostly in person, with consumers arriving at the store with much higher levels of awareness. 

In the past, we feared that digital channels would replace traditional ones. Today, it’s clear they have instead added to the in-real-life experience. The multi-channel approach has not reduced opportunities, but layered different journeys. 

Another interesting metric refers to decision drivers: when choosing a product, in addition to function and value-for-money, people keep in strong consideration sturdiness – even more than design. This is an important message, telling us that robustness is perceived as a proxy for quality and durability. 

All exhibitors were satisfied with their experience at the International Bathroom Exhibition in 2024. I believe many of the companies that chose not to participate wished they had. The International Bathroom Exhibition is still very attractive for exhibitors, and we continue to have numerous submissions. 

Taking part in the exhibition requires substantial investments and recognisable design. You cannot show up with standard or pre-built solutions: presenting clear and distinctive product innovations is a must. 

Let’s take what’s happened in the world of shower enclosures. Ten years ago, the dominant trend was for “naked” options, completely devoid of frames. Today, we see profiles return. This allows for colour characterisation and for stronger definition of the perimeter of a transparent element, while maintaining maximum visual lightness. 

In general, we’re also seeing a growing preference for the so-called “total look”. Bathtubs are disappearing in their functional role, with the exception of a few freestanding models that show great formal value – veritable sculptures that stand out in the bathroom, and sometimes even in other rooms. Spaces, volumes, and the time spent using a bathtub have deeply changed. 

We can already see the first sparks of change, particularly in the area of ​​connectivity. Some international brands are introducing advanced features into their products: in the United States, for example, a well-known sanitary ware company is testing solutions that integrate the monitoring of medical parameters, such as blood sugar or other health indicators. Others, as if inspired by science fiction, envision information screens that activate during the shower. 

It’s likely that greater connectivity will become part of our bathrooms, although, in my opinion, it will never become a dominant theme. Longevity will be more central: the bathroom is the room that, more than any other, must be able to adapt to the passage of time and to the changing nature of daily life. Solutions such as floor-level access, non-slip surfaces, integrated seating, and discreet support will become increasingly relevant. 

Inside our homes, bathrooms may be the only room where we still tend to lock the door. An intimate space, almost a small domestic sanctuary. That’s precisely why we need to shift from an exclusive environment to an inclusive space, with new forms and architectural solutions that can meet diverse needs. 

It’s not about exclusiveness, but about investing quality time in ourselves. And while the bathrooms in our homes protect our personal dimension, the International Bathroom Exhibition should be increasingly open and inclusive: a place to meet, exchange ideas, and share, for the entire design supply chain.