Conceived as far more than a traditional showroom, the new TOTO London showroom presents a carefully choreographed journey through material, atmosphere, and experience. The space is organised into two distinct yet interconnected environments: one dedicated to the UK market, showcasing collections tailored to European specification and residential requirements, and a newly established Global section, the first of its kind for TOTO in the UK. The Global showroom products include a variety of the NEOREST Zone range, Scene of Four Seasons coloured Washbasins and a selection of showers.
Showcasing global products is a significant strategic milestone for the brand. For the first time in London, architects and designers can access TOTO’s internationally available collections within a unified setting, enabling specification for global hospitality, commercial, and high-end residential projects. Reflecting London’s status as one of the world’s foremost design capitals, the space supports internationally active studios working across Europe, the Middle East, Asia, and North America, positioning the showroom as a true hub for global specification rather than a solely UK-focused showroom.
The reinvention responds directly to London’s influential interior design landscape. As a city shaping global conversations around wellness, sustainability, and inclusive design, the showroom has been conceived not only as a product display, but as an architectural environment aligned with the priorities of contemporary interior practice.
“This new showroom represents a fundamental evolution in how we present TOTO in the UK and internationally,” says Kazuki Osugi - General Manager UK. “It is a redefinition of the showroom as an experiential environment, where refined Japanese craft, responsible sustainability, and intelligent technology intersect to create environments centered on comfort and wellbeing. Launching during Clerkenwell Design Week allows us to share this new chapter directly with the design community.”
Throughout the interior, Yoshino cedar veneer, sourced from responsibly managed Japanese forests, is used extensively across walls, ceilings, and bespoke fixtures, creating a warm and restorative atmosphere. The material reflects TOTO’s belief that the future of everyday living depends on balance: between clean water, healthy forests, and long-term environmental stewardship.
Sustainability is embedded within the design process itself. Rather than discarding the past, elements of the former showroom have been thoughtfully reinterpreted. A bespoke terrazzo counter, produced using recycled fragments of sanitary ceramics previously on display, transforms existing materials into a refined and durable surface. Elsewhere, the showroom’s original timber slats have been carefully integrated into the Customer Experience Toilets, preserving continuity while significantly reducing material waste.
At the heart of the showroom, on the lower ground floor, is a sequence of Customer Experience Toilets designed by Squire & Partners, envisioned as a three-room journey, Clay, Timber and Stone, each defined by natural materials and a distinct sensory character. Texture, lighting, sound and fragrance work in harmony to create calm, immersive spaces that demonstrate how considered design can elevate everyday rituals. Advanced Lutron lighting controls enable visitors to explore different lighting moods, reinforcing TOTO's philosophy that the bathroom is more than a functional space; it should be an environment designed for comfort and wellbeing. As the studio notes, “Materials, craft, multisensory design and proportion were carefully composed to create spaces that feel intuitive, calm, distinctly human and natural.” says Tim Gledstone, Senior Partner at Squire & Partners.