In conversation with: TOTO – on the brand journey in Europe

Part One: Interview with Yasaka San, President, TOTO

Hotel Designs: TOTO has been present in London for more than 15 years. Why was this the right moment to renovate the showroom?

Yasaka San: Over the past 15 years, TOTO has established a strong presence in London and across Europe. During that time, awareness of our technologies and philosophy has grown significantly, and the way people think about the bathroom has evolved. Renovating the showroom was a natural step to reflect this progress and to position the space as a new chapter for the brand in Europe.

Yasaka San, PresidentTOTO | Image credit: TOTO

HD: How has TOTO’s presence in Europe evolved since the company first expanded into the region in 2009?

YS: When we first entered the European market, awareness of our technologies, particularly the WASHLET, was still relatively limited. Over time, however, we have seen a remarkable shift. Today, TOTO products are increasingly specified in high-end residential projects and leading hospitality developments. This evolution reflects not only greater awareness of our products, but also a broader understanding of comfort, hygiene and wellbeing in bathroom design.

HD: How important is London within TOTO’s global strategy today?

YS: London has developed into one of the world’s leading design capitals. For TOTO, it represents a key gateway to Europe as well as a global platform where architects, designers and developers from around the world come together. Having a strong presence here allows us to engage directly with the international design community and to communicate our brand philosophy on a global stage.

HD: Why was Clerkenwell chosen as the location for TOTO’s showroom?

YS: Clerkenwell has become one of London’s most important design districts, home to many of the world’s leading architecture and interior design studios, as well as numerous material showrooms. Being part of this vibrant ecosystem allows us to connect closely with designers and participate actively in events such as Clerkenwell Design Week. The showroom is therefore not only a place to present products, but also a hub for dialogue and collaboration.

HD: What role do you want the showroom to play for architects, designers and clients?

YS: Our ambition was to create a space that goes beyond a traditional product showroom. We want visitors to experience the values behind the brand, our commitment to technology, comfort and design excellence. At the same time, the space is designed to encourage conversation, learning and inspiration among architects, designers and clients.

HD: The showroom includes a space dedicated to products from other global markets. Why was this important?

YS: London attracts many designers who work on international projects. By introducing a global showroom space, we can present products that are developed for other regions, such as the Middle East or Asia. This allows visitors to experience a broader view of the brand and discover products that may not yet be available in Europe.

HD: Sustainability and long-term product performance are becoming increasingly important in the bathroom industry. How does TOTO address these challenges?

YS: Sustainability has always been central to our innovation. Many of our technologies are designed to reduce water consumption while improving hygiene and comfort. At the same time, we focus on durability and long-term performance, ensuring that our products deliver value for many years after installation.

HD: Looking ahead, what role do you see Europe playing in TOTO’s future?

YS: Europe is a very important market for the future of TOTO. The region has a strong design culture and a growing focus on wellbeing and sustainability, values that align closely with our philosophy. We believe the London showroom will play a key role in strengthening our presence and building new relationships with the European design community.

Part Two: Interview with David Marquardt, Founder MACH Architecture and Interior Design, and architect of the TOTO London showroom renovation

David Marquardt, Founder MACH Architecture and Interior Design Image credit: MACH

Hotel Designs: In one sentence, how would you describe this project?

David Marquardt: This project is a showroom experience that builds on 15 years of TOTO’s journey in London, redefining the brand as a true symbol of global luxury.

HD: What was the main design objective for the renovation?

DM: The full renovation of the TOTO London showroom was a project to elevate the brand’s 15-year journey in London to its next stage. Our goal was to redefine the showroom as more than a place to view products, but as a space where visitors can truly understand, connect with, and experience TOTO, its brand values and technology.

HD: Could you explain the core design concept?

DM: The core design concept is “the quiet calm of Japan and the face of the local community.” The space needed to feel refined enough to represent a design district like London, while also creating a warm, welcoming atmosphere where people naturally gather. We also wanted to offer a sense of stillness, so calm that visitors almost forget they are in central London, enhanced by a Japanese-inspired courtyard garden surrounded by seasonal flowers.

HD: How did you translate Japanese design principles into a London setting?

DM: The intention was not to replicate Japanese architecture literally, but rather to translate its atmosphere. Through the use of natural materials, subtle lighting, calm spatial transitions and the courtyard garden, we aimed to evoke the quiet sensibility of Japanese design while ensuring the space feels fully integrated into London’s design context.

HD: Materials play a key role in the atmosphere of the showroom. How did you approach the selection of materials?

DM: To express a sense of Japan, we used Yoshino cedar as the main interior material. The deep ceiling creates soft shadows, and the natural material brings a rich texture that adds calmness and serenity to the space. In addition, we incorporated materials sourced from neighbouring showrooms and reused existing display toilets by repurposing them into terrazzo counters, reflecting a strong focus on sustainability.

HD: How is the visitor journey organised within the showroom?

DM: On the ground floor, visitors are welcomed with a pathway featuring our flagship product, NEOREST. By presenting a wide lineup and colour variations, the layout allows visitors to naturally compare products while supporting different needs such as browsing, consulting and specifying.

HD: What role does the basement level play within the overall concept?

DM: The basement was designed as a flexible gallery space that can host exhibitions, seminars, events and presentations. The intention was for the showroom to become not only a display space but also a place where designers, partners and the local community can gather and exchange ideas.

HD: What future do you hope this renewed showroom will create?

DM: Building on the trust and brand equity TOTO has established over 15 years in London, the showroom was renewed to embody the brand’s future luxury strategy. Through the four pillars of Technology, Comfort, Culture and Luxury, we hope the TOTO London showroom will continue to grow as a global hub for the brand.

TOTO is one of our Recommended Suppliers and regularly features in our Supplier News section of the website. If you are interested in becoming one of our Recommended Suppliers, please email Katy Phillips.

Main image credit: TOTO