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Originally opened in 2010, the showroom has now been entirely redesigned and rebuilt from the ground up as an immersive brand destination. Located on St John Street in the heart of London’s leading design district, the transformed space brings together Japanese craftsmanship, circular design and advanced bathroom technology within a multi-sensory environment created for the international design community. 

“The full renovation of the TOTO London showroom was a project to elevate the brand’s 16-year journey in London to its next stage. The core design concept is “the quiet calm of Japan and the face of the local community. 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.” says David Marquardt, Founding Partner of MACH Architektur AG, Zurich Switzerland.
 

A Global Platform for Specification

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.” 

Material, Sustainability and Sensory Experience

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 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, “Material, light and proportion were carefully composed to create spaces that feel intuitive, calm and distinctly human.” says Tim Gledstone, Senior Partner at Square & Partners.

Technology, Inclusivity and Cultural Exchange

Innovation is made tangible through a dedicated Technology Exhibition Zone designed to reveal what is typically concealed: the engineering behind TOTO toilets and WASHLET® products. By exposing internal mechanisms and performance systems, the installation enables designers to better understand how precision, hygiene, and comfort are achieved. The space incorporates a refined surface material developed by Artellion DNP, featuring a subtle washi-inspired pattern that gently shifts in response to light.

The showroom also introduces a future-focused toilet accessible for people with disabilities toilet proposal, exploring how accessibility can be enhanced through intuitive operation, comfort, and integrated technology. It demonstrates how inclusive design can move beyond regulatory compliance to meaningfully improve everyday experiences for all users.

On the lower ground floor, a flexible exhibition and gallery space will host talks, workshops, curated installations, and collaborative events, spotlighting Japanese design thinking and craftsmanship while fostering dialogue within London’s architecture and interior design community.

Connecting the various spaces, a Japanese courtyard garden inspired by karesansui (dry landscape design) creates a moment of calm within the visitor journey. Composed of stone and raked gravel, it evokes the presence of water through texture and form and embodies the Japanese concept of ma, an intentional use of space that encourages balance, simplicity and reflection, reinforcing TOTO’s commitment to clarity, comfort and wellbeing through design. 

An integrated after-sales service and support workspace further underscores TOTO’s long-term commitment to reliability and partnership, positioning the flagship not only as a destination for inspiration, but as an operational hub supporting projects throughout their lifecycle.

The TOTO London showroom will officially reopen during Clerkenwell Design Week at the 20^th of May 2026.