COTTO delves into the changing consumer lifestyle trends on a macro level, decoding the Design Trend of 2022 to enhance its leadership in Smart & Hygiene and Living Trends. The company aims to be a trendsetter by introducing five lifestyle trends that inspired the creation of the "COTTO Virtual Showroom," the first of its kind in Thailand, offering a virtual shopping experience for sanitary ware and faucets. This showroom integrates lifestyle trends with AR technology on an online platform, providing the sensation of shopping in a real showroom, allowing customers to view products in 3D and interact directly through their web browsers in real-time. Additionally, it features techniques for simulating product placement in real spaces, helping consumers visualize designs more clearly to perfectly fill their Dream Space, in line with COTTO's concept.

Mr. Anuwat Chaleumchai, Head of Ceramics Business at SCG Cement and Construction Products, stated that COTTO's Smart Toilet products have seen growth over the past two years. This data serves as a crucial foundation reflecting the changing behaviors of consumers, including their emphasis on cleanliness, the selection of products to decorate homes or bathrooms that meet their happiness needs, and even their purchasing and online information-seeking behaviors. Many consumers are willing to pay more for convenience and confidence in service.

“To promote Smart Toilets as a complete product, service, and new experience that meets the needs of consumers wanting to create Dream Spaces for their happiness, COTTO has expanded its perspective on lifestyle trends, focusing on Design Trends derived from studying and analyzing data about decorating lifestyles that reflect consumers' identities in 2022, which are expected to impact future designs. This data and trend have led COTTO to develop new access channels that enhance the virtual experience, merging Design Trends and AR technology to create the COTTO Virtual Showroom. This allows consumers to receive information and experiences regarding Smart and Style all in one place, enabling them to shop and gather information as if they were walking through a real COTTO showroom, marking the first virtual bathroom showroom in Thailand,” Mr. Anuwat said.

Mr. Kittipong Pothoranant, Managing Director of Siam Sanitary Ware Co., Ltd., a leading manufacturer and distributor of sanitary ware under the COTTO brand, mentioned that COTTO remains committed to developing products while advancing as a leader in Smart & Hygiene by providing goodwill to consumers through five values: convenience, safety and cleanliness, value for money, trust in service, and peace of mind. The company also pays attention to small details, especially regarding convenience. This time, COTTO aims to deliver a Virtual Showroom as a technology that merges the virtual world with reality, providing consumers with a new, convenient experience that is easily accessible and allows for touchless purchasing. It will showcase creative ideas for Smart Toilet products through interesting features such as New Product, which will display new items first, starting with the new design of Touchless – Waving Sensor sanitary ware that enhances comfort with a more comfortable Comfort Seat and offers more design choices. The Smart Experience feature will present information in various formats, including storytelling videos, AR model technology simulating product placement in real settings, product sizes and dimensions, highlights of the products from the perspective of user value, and the ability to add items to the cart to view the purchasing process immediately. The Seamless Activities feature will host quarterly activities as a gimmick to create excitement, starting with inviting participants to vote for their favorite bathroom trend from five images of five inspirers for a chance to win an iPhone 13.

“COTTO has studied and analyzed data from various sources, including global situations and mega trends, based on theories from Carlin Creative Trend Bureau, a consultancy for trends and branding for various leading global businesses. The analysis revealed four main factors influencing trends and consumer behavior: uncertainty, the advancement of the digital world, people's mindsets, and an aging society. These factors have led to the emergence of five Living Style trends, which are presented through the COTTO Virtual Showroom, designed with consideration for the different lifestyles of various groups to help consumers visualize designs in real spaces as clearly as possible,” Mr. Kittipong stated.

Experience 5 Design Trends from COTTO
COTTO virtual showroom is a collaborative effort with the Young Gen Designer team at COTTO, using storytelling through five rooms showcasing five design trends in a Virtual Showroom format.
• RE-VITAL is a trend that merges technology with simplicity to enhance both physical and mental happiness. Re-Vital represents Gen Y, who are willing to try and embrace new technologies that must be easy to use and uncomplicated, emphasizing friendly and simple designs like the VERZO sanitary ware, which features ULTRA CLEAN+ technology that self-sanitizes 99% of bacteria within 24 hours, ensuring that every piece genuinely cares for the health and well-being of family members.

• RE-BALANCE is a trend that emphasizes the balance between human usage, technology, and nature, incorporating green colors into the room's focal points. The power of green helps relax the eyes and lowers blood pressure. Re-Balance is thus a trend of Blending Environment or a trend of soothing the mind to achieve a balanced life, exemplified by green-hued sinks designed by COTTO to harmoniously decorate bathrooms and bring consumers closer to nature.

• RE-VIBE is a trend of self-independence, dreaming, and creativity, breaking free from old frameworks to help heal the mind. The Re-Vibe trend is about mixing and matching collections, beloved items, including antiques or personal tastes that 'must be chosen' by the individual. For instance, the new Geo Series faucets allow everyone to mix and match different components to create their unique faucet style.

• RE-CO is a trend that emphasizes nature in an environmentally friendly way while looking good and stylish, avoiding the outdated 'go green' concept. This gives rise to the definition of Black is a New Green. Re-Co consumers often seek water-saving products that still have design, such as the Simply Modish black matte sanitary ware that saves more water than standard sanitary ware, as they care about themselves, future generations, and the world ahead.

• RE-WILD is a trend of coexisting with age, predicting that by 2040, Thailand will have one in four elderly people in its population. Coexisting with the elderly requires attention to diverse needs, such as the oval shape of bathtubs or the Freegate sanitary ware with curved shapes that are friendly and usable for the whole family. In terms of design and decoration, contemporary shapes that are easily accessible will be used, or the new Simply Modish - Waving Sensor sanitary ware in the Touchless group that adds convenience features to reduce contact, along with a Slim Design Comfort Seat that enhances comfort for various body types.

5 Trends 5 Inspirers

The spaces of happiness according to individual lifestyles connected with COTTO's five trends are represented by five young representatives: Nam Ngon Chattanalin, owner of the NUBNUBB channel, representing the RE-VITAL trend; Ploy and Day from THINKK STUDIO, renowned Thai designers recognized at various European fairs and winners of the Design of The Year 2019, representing the RE-BALANCE trend; Boki BOWKYLION, a famous Thai artist featured on a giant billboard in New York and one of the top 35 female artists globally, representing the RE-VIBE trend; Gap Tanawat, designer, actor, and content creator of the YouTube channel 'Design', representing the RE-CO trend; and Air Pandila, an actress and business owner, representing the RE-WILD trend. Interested individuals can find ideas for creating their happiness spaces in their style at www.cotto.com/virtual-showroom.