STYLEPARK ISH
The bathroom as a living space

The modern bathroom is constantly changing, which is why the World Fair for Water, Heat and Air presents an exciting insight into the creative design of sanitary rooms every two years. The fact that a holistic approach is increasingly in demand is demonstrated by the focus of the trend show ‘Pop up my Bathroom’ 2025: In hall 3.1 on stand D71, the ‘Human Scale’ theme will illustrate how crucial the needs of users are for bathroom planning. In addition to sanitary products, the comprehensive perspective also includes the design of walls and floors, lighting, the water experience and the issue of sustainability. Trend researcher Frank A. Reinhardt curated the exhibition and presents both new products and fresh interior design ideas in this context.

‘There is a growing realisation worldwide that we need to focus more on people and their needs in order to solve the problems of the future. This applies to architecture and urban planning as well as to barrier-free offers or ergonomic and individualised products. The presentations in the Trend Area in Hall 3.1 are intended to make trade fair visitors aware of how much the needs of users are an integral part of bathroom planning,’ says Reinhardt. The extensive accompanying programme with guided tours, lectures, speed briefings and talks also provides space for exchange and networking. For 16 years, the trend show organised by the German Sanitary Industry Association (VDS) and the ISH trade fair has been highlighting new perspectives and identifying the current challenges facing the industry. Frank A. Reinhardt tells us in a brief interview what is important here.

Anna Moldenhauer: ‘Pop up my Bathroom’ serves as a platform and guide for modern bathroom design. Can you describe in bullet points how the ISH trend show has changed over the years?

Frank A. Reinhardt: The initiative started as a pure communication campaign. We came up with the unusual name for ISH 2009 in order to generate PR in the run-up to the trade fair. This resulted in valuable content, which we continuously expanded in the following years and communicated via various channels. This included images of exciting bathrooms, which we photographed with the new products at the respective trade fair in unusual locations, or our own trend concepts, such as the private spa - a model that has established itself as a generic term in this form or in variations such as home spa. For some years now, we have also had a year-round presence as an online platform and have been very successful with our range of products for the very specialised target group of bathroom planners and architects. The trend bathrooms that we have also designed and staged as a special exhibition have become a permanent attraction at the ISH.

How responsive to trend topics is an industry that is traditionally characterised by technology and focuses on long-term investments?

Frank A. Reinhardt: Although trends are slower to catch on here, the development of the bathroom into a cosy and multifunctional space has made the industry much more receptive to topics such as design, interior design and styling. However, we are also interested in market and socially relevant topics as well as the further development of bathroom culture. Two examples: At ISH 2019, we proclaimed a new colour scheme in the bathroom - a very sensitive topic in the sanitary sector. Looking back, we are overwhelmed by the subsequent development, as more and more colour is coming into the bathroom. The topic was simply in the air and the ISH, as the world's leading trade fair, acted as a trend catalyst. This shows how important it is to get the timing right. We've already promoted the concept of a sustainable bathroom several times - but it wasn't until the last ISH, in 2023, that the sustainable bathroom was widely accepted by the industry. The topic will of course also be present at ISH 2025 and will have a lasting influence on bathroom planning.

What is particularly important to you in the curation of ‘Pop up my Bathroom’?

Frank A. Reinhardt: It is important to recognise the bathroom in all its dimensions. ‘Pop up my Bathroom’ shows that the bathroom should be seen as a fully-fledged living space: as a living space with a high quality of stay, whose functions not only cover the basic body care needs of every user, but can also offer great added value, be it relaxation, fitness routines, health care, family moments or simply fun in the element of water. As an important part of building technology in terms of energy efficiency, the bathroom is also of central importance for shaping our future, as is the low-barrier to care-friendly furnishing of the bathroom for the individual, independent organisation of our old age for as long as possible. No other room in our homes is as complex in terms of technical requirements and cultural impact. This is why interior design is so demanding. The holistic spatial experience is increasingly becoming the focus of modern, lifestyle-orientated bathroom planning, the interrelationships of which we seek to present in the trend exhibition. That's why we show the widest possible range of new products and interior design trends. It often takes years for important bathroom trends to materialise in reality. They are marathon runners: lifestyle, sustainability, storage space and colour are also perennial favourites in the bathroom.