As part of ISH 2025, Nobu Shige (TOTO), Xavier Torras (Roca), and Jörg Pütz (Consultant) discuss the diverse bathroom cultures of their home markets and the global developments influencing the bathroom of the future. Topics such as water scarcity, sustainability, urbanization, labor shortages, and technological innovation emerge as shared challenges that require regionally specific solutions. From tiny bathrooms and mobile concepts to digital wellness spaces – the discussion makes one thing clear: people are at the center, no matter where in the world.
Nobu Shige: As Senior Director of Sales & Marketing at TOTO Europe, Nobu Shige brings extensive experience from Japan, the USA, and Germany. He has deep insight into international markets and is a key figure in promoting Japanese bathroom culture across Europe.
Xavier Torras: Since 2006, he has led global brand architecture and communication at Roca. A recognized expert in international brand positioning, he shapes the company's image across global markets.
Jörg Pütz: A former senior executive at Grohe, Jörg Pütz has been working as a strategic marketing consultant since 2007. He supports sanitary brands in expanding internationally and is regarded as a valuable thought partner for global industry players.
This lecture was supported by VDS - Vereinigung Deutsche Sanitärwirtschaft e.V.
