Looking ahead to the International Bathroom Exhibition 2024

I expect a marked break with the past from the change of position. Historically, the bathroom companies were in the two pavilions at the back, practically at the far end of the fairground. In 2024 we will be central, occupying positions long desired. I’m optimistic about the new visitor routes determined by the Lombardini22 project which, on paper, makes for greater uniformity of distribution. They no longer follow the classic  “back and forth” movement to which we are accustomed when attending fairs, so much so that it has been defined as “the difference between boulevards and alleys”. 

I see a more frequent use of color in faucets: PVD (Physical Vapor Deposition)  technology allows for more creative freedom. Today, there pastel colors are well to the fore (the Pantone color of 2024 is Peach Fuzz!). Ceramics started this trend, followed by taps and accessories. But while it’s easy to apply a particular color to taps, “coral” for example, on sanitary ware it is a little more hard rock, and on a product like a shower enclosure it becomes almost hardcore... 

We have the advantage – which is perhaps a limitation or perhaps a virtue – that design in the world of the bathroom has to be functional, without flights of fancy. At the end of the ‘90s we can identify an important turning point, when outstanding designers, first of all Philippe Starck, innovated by transforming the bathroom from pure hydraulic engineering to furnishings. I think this is the cornerstone of the transformation. I consider the example of the Jungle decorations by Ceramica Cielo (which chose unusual materials for the sector such as python and crocodile leathers, molded into ceramics, thanks to exclusive processing methods) presented in 2007 were disruptive in the world of sanitaryware. That was the breakthrough: having the courage to install a python-skin sanitary ware was certainly revolutionary! Another example is Fantini Rubinetti, whose work I’ve always appreciated for its partnership with designers of absolute importance, starting from I Balocchi by Mercatali-Pedrizzetti and all that followed. In the bathroom, in general, I have in mind a cloud of products from Lissoni that have raised the bar. These are the earliest examples that come to mind, but they are illustrative of the movement that has shaken up the whole industry over the past two decades. We are witnessing a constant evolution, without particular moments of acceleration. Recently I reorganized an archive of trade publications. If you leaf through a magazine from the mid-2000s, the products, the images, the advertising claims... They’re really remote from those of today. It looks like prehistory! 

First of all, it’s clear that the market is becoming polarized between a few large groups. Bathroom furniture and thermo-sanitaryware is produced by large companies which, in addition to the purely aesthetic  part, also carry out all the systems engineering. For example, ANGAISA, the association that represents its distribution, historically covered bathroom furniture compared to a more substantial part in the systems engineering field. An imbalance that is being reshaped, and in fact ANGAISA will be present at the Salone del Mobile.Milano and, for the first time, the distribution of hydro and thermo-sanitary wares will enter as leading feature with a stand of its own. 

These two terms go together. It  is difficult to talk about innovation and trends in general, without talking about the much-cited sustainability that is now the driving force, both in terms of process and product. Innovation often travels under the radar, while sustainability, a value today still considered to be little differential by distribution and end users, will become a very important driver of choice when sustainability performance becomes unambiguously measurable and therefore regulated (and imposed). Only then will the end users make their way forcefully to this channel. With regard to the theme of innovation, I’m curious to see what will be exhibited at the Salone del Mobile.Milano. As far as the products from my company, Vismaravetro, are concerned, I hope to move in the right direction and be disruptive. 

Assobagno (the National Association of Industries of Furnishings and Articles for the Bathroom) is part of the large FederlegnoArredo family. It brings together about 150 companies - a representative sample of the sector - that deal with bathroom furnishings in the broadest sense. Assobagno’s goal is to support companies and entrepreneurs in their daily actions to face the challenges of the market, both domestic and international, make their needs our own, share problems, identify solutions and offer increasingly innovative services. The bathroom environment sees different types of products coexist in a single room - mirrors, lighting, taps, radiators - and materials such as ceramics, natural stone, composites, steel and glass. It’s clear that it’s increasingly important to network and focus on customized products to show the undisputed value of our made in Italy and act with a systemic perspective that only membership of an association within FederlegnoArredo can guarantee and develop.  

I had the misfortune and ran the risk of becoming president of Assobagno in July 2020. In the midst of Covid for twelve months, I was unable to shake hands with my advisers in person. An uphill start. It takes time. We’re finally starting to work at full capacity, although there are still some difficulties. For example, I find a certain reluctance to meet in person - calls help but when they’re the only possible tool - but there are situations in which it is better to be present in person. On November 23rd in Padua we presented the research “Analysis of Business Model Trends and Distribution Strategies in the Bathroom Furniture Sector”, and there were 60 of us present. It was a great satisfaction and an important opportunity for exchanging ideas. Being president of an association is a task that can be very challenging, but certainly the role of Assobagno for our sector is fundamental and deserves the necessary time and energy. Going back to your question, I’m very lucky, my brother and I are in the company. Our parents are still active, albeit with more ancillary roles. Before accepting the position of president of Assobagno we had a one-on-one chat and my brother encouraged me to go ahead. For the first two years, it was as if we were running the association almost in neutral and the idea of having more time (the mandate has been extended until 2026) is undoubtedly essential to establish the projects and goals we have set ourselves. Our next commitment will be the International Bathroom Exhibition. And being able to be part of the board of directors of Federlegno Arredo Eventi that organizes the event is a moment of incredible personal and professional growth for me. I have the honor of sitting at the table with highly experienced and gifted entrepreneurs. At every meeting I sit down, listen and learn...