The Corona crisis has made hygiene a core issue in everyday life and made people aware of the need to pay more attention to health and hygiene factors in all areas. With Sanitary Space 2025, we are creating a platform as a temporary marketing cooperation that brings together all innovative players and can provide a comprehensive overview of companies and brands on the topic of hygiene in all areas. These topics include all touchpoints of a customer journey in the field of architecture and interior design, but also product and service innovations. Manufacturers, knowledge carriers and experts from various industries are invited to talk about hygiene in their field or field of activity.
... in the case of Corona, Wilhelm Bauer, Chairman of the Fraunhofer Innovation Research Group, sees a "strong innovation dynamic" emerging: "A pandemic is not something you would choose, but its destructive power creates space for something new," he says in the German Newspaper 'Handelsblatt' of June 5, 2020.
The subject area of hygiene is broad. Whether in the field of architecture and interior design, in the design of public mobility or in the design of possible contact surfaces, innovative hygiene solutions were already developed before the pandemic. Until now, however, there has been a lack of a platform that would bring together the often solitary solutions of individual companies in the context of an overarching concept.
The Sanitary Space 2025 platform is intended to change this. It will offer the opportunity to experience relevant products as a system in harmony in future-oriented media and environments: From the innovative architecture of the room, to the design and engineering of the products, the choice of materials for the surfaces, the arrangement of light and the design of the building services. The partners of the platform should benefit from experience communication in the best sense of the word.
After the launch of our media communication campaign, the first milestone will be a Virtual Summit. It offers space for participating companies to present their knowledge, innovations and approaches and to stage them together as "Sanitary Space 2025". Webinars, e-learning modules and intelligent tutorials, enriched with 3D, augmented reality and VR solutions, will present the products, solutions and technical contexts. At the same time, the participating brands of the partners are also made visible.
The second highlight is a joint presentation of "Sanitary Space 2025" at the ISH trade fair (22 - 26 March 2021) in Frankfurt. A concept is already being developed. Here, the contents, products and solutions will be presented live on a physically tangible exhibition stand.
WHAT DOES HYGIENE MEAN FOR PRIVATE AND PUBLIC SPACES?
SENSITIZED PUBLIC - OPPORTUNITIES FOR CHANGE IN EVERYDAY LIFE
With the new rules of conduct in the context of the Corona crisis, hygiene has become a central component of daily life — in public spaces, but also within one's own living space. The call for regular hand washing has sensitized people to perceive and question contact with surfaces more strongly. After all, people touch their faces 400 to 800 times a day. Contact surfaces such as door handles, work utensils and surfaces, but also seats, handles in public transport, push buttons in elevators, means of payment and even air circulation have become more conscious. Hygienic materials and hygienic product design are becoming increasingly important, as they can now contribute to a feeling of safety and maintain health.
All corporate brand communication will also have to be more aware of and position itself in relation to hygiene. Discussion and active communication to the outside world will also become a factor for companies across products and services.
MEGATREND – HEALTH AND INDIVIDUALISATION
Hardly any other trend - even before the corona crisis - was as much at the centre of social change as the megatrend health (source: Zukunftsinstitut). Healthy nutrition, sport and mindfulness are supposed to improve lifestyle and promote health. Against the background of increasing prosperity and an ageing society, maintaining good health is moving to the forefront of collective attention. Because those who are healthy have more possibilities, more options in life. The health trend goes hand in hand with the megatrend of individualization, which is shifting the responsibility for personal health more and more towards the individual. And of these, 80% regard personal hygiene as an elementary component of health (source: Zukunftsinstitut).
INTERDISCIPLINARY – HYGIENIC DESIGN
Within the framework of this initiative, "Hygienic Design" will become the key term in the future. Coined by the European Hygienic Engineering and Design Group (EHEDG) and the Fraunhofer Institute, it is currently applied almost exclusively to industrial food production plants.
"Hygienic Design" could become a collective term for the efforts of (interior) architects and designers to design rooms or products that are as hygienic as possible. How hygienic they are is often determined by the design itself. How well can products and surfaces be cleaned? Which design reduces or minimizes the accumulation of germs? Are there materials and cleaning agents that are suitable for raising everyday hygiene standards? etc.
Sanitary Space 2025 is also intended to take up the aspect of "Universal Design". In other words, the idea of designing products, devices and environments as inclusive as possible, in order to show innovative and liveable perspectives of a hygienic everyday life, from best agers to people with disabilities. The aim is to enable use without further adaptation or specialisation. This should play a major role in future Hygienic Design!
Touchpoints in the customer journey
1. Public and semi-public areas
Especially in elevators, public transport but also in waiting areas or office kitchens, many people often come very close to each other. In the future, hygiene and contact-free operation will play a major role in these rooms. Especially voice controls, gesture controls and fully automatic, intelligent mechanisms will soon be introduced here. It will be exciting to be the first to hear about these high-tech innovations at the Sanitary Space 2015 platform!
2. SANITARY ROOMS: HYGIENE BECOMES EVEN MORE IMPORTANT
When it comes to hygiene, bathrooms and toilets are particularly explosive for people — this is shown by the hoarding of toilet paper during the Corona crisis. Hygiene in the sanitary room begins with the planning. According to the industry association VDS, the sanitary industry was able to generate an estimated 24.9 billion euros in 2018, both at home and abroad (source: ifo Institute). The sector, which is dominated by medium-sized companies, is at the top of the European market, which is due, among other things, to the large volume of building construction and the above-average level of equipment in Germany. Incidentally, the VDS recommended its member companies five years ago to focus their communication on the competence topics sustainability, drinking water hygiene, demographic change, individualisation and health.
THE PRIVATE SANITARY AREA AND SMART HOME
The requirements for bathrooms and toilets can vary greatly, depending on whether the installations are in the private or public sector. According to a VDS survey by forsa, 43% of Germans already use their own bathroom for health prevention.
In the private sphere, product innovation takes place primarily in aesthetic design: Sanitary objects are increasingly emotionally charged. Technical innovations focus on drinking water hygiene. Some innovations in the "smart home" sector can be expected - as integration of bathroom components into a networked house. In Japan, for example, intelligent toilets already collect health data from their users.
THE PUBLIC SANITATION SECTOR
In public sanitary facilities, on the other hand, the desire for discretion and hygiene comes to the fore: privacy, cleanliness, touch-free operation and the absence of odours are seen as the most important features. Companies in the sanitary industry are investing a great deal of effort in developing innovations for technology, hygiene and service standards in order to further improve both hygiene and well-being in public toilets.
- touchless taps, flushing systems, paper dispensers and hand disinfectors
- shower toilets, self-cleaning WC glasses
- antibacterial, jointless surfaces (also wall/floor/ceiling)
- Baby changing rooms designed to suit children
- make-up areas, full-body mirrors, recreational areas
- high-quality and biodegradable cleaning agents
- soothing or activating light technologies
Bringing together innovation and environmental awareness
Many of the above-mentioned product innovations are already geared towards environmental protection: lower water consumption and lower energy consumption through automatic control, flow limitation, flushing or special flushing technologies. The detergent and cleaning equipment industry is doing its part for environmental friendliness in bathrooms, toilets and public spaces with low dosage and biodegradable products. Germany and Europe want to be pioneers in environmental protection and sustainability - they are currently not in terms of cleanliness, cleanness and hygiene. The coming years will show whether and how this will change after the Corona crisis.
INITIATORS AND PARTNERS
The agency PLEXGROUP combines many years of project experience with clients such as Ottobock, TOTO, Sanifair, Haworth, Sanofi, Trilux and Philips with the interdisciplinary strategic competence of communication experts, exhibition designers, architects and consultants. As the initiator of "Sanitary Space 2025" in 2016, PLEXGROUP is responsible for the organization and design of the marketing initiative as well as moderation between the participating companies.
International Design Center (IDZ) is one of the leading German design institutions. The network connects and communicates knowledge and competencies from different industries to politics, business and society. It is a competence, consulting and mediation centre for design in the capital Berlin, which has also positioned itself as a "health city" for more than 10 years.
VALUE PROPOSITION & NEXT STEPS
The marketing platform Sanitary Space 2025 is a cooperation of the participating partners at eye level. The majority of the partners and brands in the project complement each other. Corporate governance conflicts are avoided by the external moderation of the independent initiators. This ensures openness and mutual trust.
The main goal is to occupy the topic of "hygiene" with the brands represented and to strengthen them through a media presence that the individual cannot and will not finance in this way. This is intended to win new customers. In addition, we also want to overcome the isolation of the individual companies, enable joint benchmarking where possible and thus form an innovation cluster in the long term.