Inside the fiercely competitive, high-tech, high-ticket world of beyond-bog-standard loos
A vast, white, pristine building sits on a dusty main road, about 250km south of Istanbul. Deep inside its briskly air-conditioned interior, past several rounds of security gates, is a soundproof chamber where a lone toilet sits on a raised platform. On either side are a pair of ultra-sensitive microphones mounted on adjustable stands. The toilet looks like it is under interrogation. Suddenly, it erupts in a flush. Scientists study computer screens.
But can more westerners be persuaded to spend $2,000 or more on a souped-up loo, when a luxury “standard” version costs about a quarter of the price? Kazuki Osugi, general manager in Europe for Toto, one of the biggest and most venerable names in Japanese toilet tech, whose Neorest WX1 retails for in excess of £10,000, thinks so. He points out that the UK is the spiritual home of toilet innovation .
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