Making waves: ISH DIGITAL 2021

If you were to take a look at the story of bathroom culture, in the German-speaking world at least, you would most certainly come across the ‘Men in the bath’ sketches by iconic German humorist Loriot. In this cartoon, two men – Mr Müller-Lüdenscheidt and Dr Klöbnersuch – sit facing one another in their shared bathtub, discussing weighty topics such as waterless bathing and rubber ducks. Back in reality, however, the bathroom sector is attempting to answer some different questions.

Every two years, the assembled experts at Frankfurt’s international trade fair for water, heating and air conditioning, ISH, present innovative solutions for bathroom design, sustainable heating and air conditioning technology, as well as intelligent home systems – future-focussed topics which have come to feel more urgent in recent years.

In order for exhibitors, experts and interested parties to be able to network and present product innovations even during times of the pandemic, ISH will be held digitally for the first time from 22 to 26 March, 2021. In addition, the fair boasts an extensive and high-quality programme of supporting events on the main themes of the ISH Water und ISH Energy, as well as a special focus on the ‘Pop up my Bathroom’ information platform.

The focus of ISH Energy is the Green Deal, which the heating industry aims to implement with the help of new technical systems. Additionally, optimised ventilation and air conditioning systems are providing fresh, new ideas on how to dilute or filter indoor concentrations of COVID-19 aerosols to reduce the risk of infection.

ISH Water will also take a deep dive into contemporary themes around not only drinking water hygiene but also on the hygienic properties of sanitary equipment – a topic that will become even more important in the future due to the current situation, no matter whether in offices, hotels, public facilities or in private bathrooms.

Thanks to dirt- and bacteria-resistant surfaces, washbasins, bathtubs and toilets can be kept clean quite easily. Digitised touchless faucets use sensor technology to flow, rinse and spray almost as if by magic, thus reducing the need for manual surface contact. And some comfort toilets can even be operated via Bluetooth or telephone.

More than just smart solutions, they also contribute to a cleaner environment. Controlled (hot) water consumption, reduced use of cleaning agents and durable, high-quality design are not only effective and convenient, they are also sustainable.

In order to give the topics of the future shape and form, Pop up my Bathroom is also included in this year’s digital edition. In the form of one-hour broadcasts, the successful and pioneering trend platform for creative bathroom design, architecture and design will contribute to the ISH digital event programme and present the three design trends for the coming years: Smart Bathroom, Green Bathroom and Living.Bathroom.

To the question of whether the modern bathroom is defined by its look, fittings, materials or technology, Jens J. Wischmann, Managing Director of the German Sanitary Industry Association, answers: ‘New challenges in setting a new quality standard are to be found less in the individual products than in the intelligent networking of all products. For the future, we need a new understanding of holism by trying out cross-system concepts.’

Smart Bathroom uses innovative technology ‘behind the wall’ to optimise usage processes in the bathroom, turning the mirror into a communicative information centre à la Snow White, as well as allowing all functions to be controlled via app. .Green Bathroom focuses on closeness to nature, careful use of our resources, along with sustainable and durable products.

With Living Bathroom, the bathroom becomes an individual, comfortable and homely oasis of wellness – a development that will certainly increase even more in the era of home office, and as we continue to spend more time cocooning at home. The Living concept promotes homeliness, flexible usage, as well as health-related activities.

Pop up my Bathroom aims not only to inspire bath planners, architects and interior designers, but also to accompany industry, trade and professionals into the future of bathroom culture. All the latest news about the online magazine programme can be found at the website.

All other features will be bundled on the central ISH digital platform. In addition to exhibitors presenting their products and being available for personal discussions via chat and video call, there will also be live streaming and on-demand broadcasts covering all the main themes. From March 8, the platform will be open for visitors to make appointments in advance and fill their diaries with engaging events.

One just wonders what our two bathtub philosophers, Mr Müller-Lüdenscheidt and Dr Klöbner, might have made of it all.

Photos © Karsten Jipp (VDS), Villeroy & Boch, Keuco, Dornbracht; Messe Frankfurt GmbH / Pietro Sutera, Jochen Günther

© Architonic