The bathroom is increasingly evolving into a space dedicated to wellbeing and personal care, according to Elia Vismara, President of FederlegnoArredo's Assobagno, ahead of the International Bathroom Exhibition 2026 at Salone del Mobile.Milano (21–26 April).
Speaking about current developments in the sector, Vismara highlighted how bathrooms have become a central area of the home, where people spend more time focusing on relaxation and self-care. This shift is influencing both design approaches and technological innovation within the industry.
© Ruggiero Scardigno
Rubinetterie Zazzari, International Bathroom Exhibition, Salone del Mobile.Milano 2024.
Hospitality and contract market gaining importance
One area seeing strong growth is the contract and hospitality sector, particularly in high-end hotels. Vismara notes that bathrooms now play a key role in the luxury hospitality experience, as guests often spend more time in this space than in other parts of their suites.
As a result, many manufacturers are increasingly investing in products designed specifically for hotel and hospitality environments, transforming the bathroom into a highly aspirational and design-led space.
Digital research shapes purchasing behaviour
Consumer purchasing behaviour has also changed significantly in recent years. According to Bathroom Design Monitor data, around 97% of European consumers research products before buying, with 44% using online channels to gather information.
However, physical stores remain crucial in the final decision-making process. Customers typically arrive in showrooms with a clear understanding of products and options, reflecting the rise of multi-channel retail journeys.
Interestingly, Vismara notes that durability is now a key purchasing driver, sometimes even outweighing design considerations. Consumers increasingly view robustness as a sign of quality and longevity.
Colour revolution in bathroom finishes
One of the most visible technological developments in the sector is the growing variety of surface finishes and colours. Advances in treatments such as PVD (physical vapour deposition) have made it possible to produce durable finishes in colours such as bronze, copper, gold, gunmetal and nickel.
Where chrome once dominated metal fixtures such as taps and shower fittings, the market now sees strong demand for brushed steel, black finishes and warmer metallic tones.
Changing design trends
Bathroom aesthetics are also evolving. For example, frameless shower enclosures, once dominant, are gradually giving way to designs featuring subtle structural profiles, allowing for colour accents and clearer definition while maintaining visual lightness.
The concept of the "total look" bathroom is also becoming more popular, with coordinated elements across fixtures, furniture and surfaces.
Meanwhile, the functional role of bathtubs is declining. Many contemporary bathrooms now favour freestanding tubs used as sculptural elements, often valued more for their visual presence than for everyday use.
Looking ahead to connected bathrooms
Technological experimentation is already pointing toward future developments. Some international brands are testing smart bathroom technologies, including sanitary systems capable of monitoring health indicators or digital interfaces integrated into showers.
However, Vismara believes that longevity and accessibility will ultimately become more important than technology alone. Future bathrooms will need to adapt to changing needs over time, incorporating solutions such as floor-level access, non-slip surfaces, integrated seating and discreet support elements.
As bathrooms continue to evolve from purely functional rooms into spaces of comfort, wellness and inclusivity, the upcoming International Bathroom Exhibition will offer insight into how designers and manufacturers are shaping the next generation of bathroom environments.
More information:
Salone del Mobile.Milano
www.salonemilano.it
