TOTO in Reframing the Conversation Around Public Spaces with PR Agency Saltine Communications
- saltinecomm
- Feb 6
- 3 min read
Public spaces often go unnoticed until something goes wrong. Yet, how these spaces are designed can quietly shape everyday experiences, from comfort to dignity. This was the starting point of Saltine’s work with TOTO, featuring Koji Yanai, creator of THE TOKYO TOILET and Sou Fujimoto, one of the project's leading architects, where the focus was not just on products, but on how thoughtful design can improve daily life in subtle but meaningful ways.
Bathrooms are rarely seen as a topic worth talking about, especially in mainstream media. For many, they are purely functional spaces, and public toilets in particular are often associated with discomfort or neglect. TOTO wanted to change this perception by starting a broader conversation around design, hygiene, and the role of well planned public spaces in modern cities. The challenge was to make the topic accessible and relevant, without over explaining or overselling. The story needed to connect with everyday users while still respecting the design philosophy behind TOTO’s work.
Saltine approached this by shifting the focus from products to people. Instead of centering the narrative on technology alone, we framed the story around how design influences daily habits, public behaviour, and shared responsibility in communal spaces. We also leaned into cultural context, especially Japan’s long standing approach to public cleanliness and thoughtful infrastructure. This helped position TOTO not as a brand pushing innovation for its own sake, but as one contributing to a wider design and social conversation.
Saltine worked closely with the media to explain the relevance of initiatives such as the Tokyo Toilet Project, which brings together architects, designers, and urban planners to reimagine what public toilets can be. By grounding the story in real world examples, the message stayed practical and relatable.
The campaign reached a wide audience across mainstream, design, and lifestyle platforms.
Must Share News covered the topic from a local perspective, sparking public discussion around the state of public toilets in Singapore and why design and upkeep matter. The coverage extended across online platforms and social media, allowing the conversation to reach everyday readers.
Zaobao featured TOTO in two separate lifestyle and design articles, both in print and online. These pieces explored the design thinking behind modern bathrooms and how thoughtful details can elevate everyday routines.
Esquire Singapore brought the story to a design conscious audience, examining why beautifully designed toilets in Tokyo have captured global attention. The Peak marked the tenth anniversary of the Tokyo Toilet Project by looking at its broader cultural significance and how it reflects Japan’s values around public spaces.
Together, these features helped place TOTO within a larger narrative about design, culture, and civic responsibility.
Through this coverage, TOTO was positioned as part of a wider conversation about how cities care for shared spaces. The stories showed that design is not only about luxury or aesthetics, but also about respect, comfort, and everyday usability.
By presenting public toilets as spaces worth caring about, the campaign helped readers rethink something they interact with daily but rarely reflect on.
Saltine’s work with TOTO focused on slowing the conversation down and giving readers context. By highlighting design philosophy, cultural practices, and real world examples, the stories moved beyond surface level novelty and into meaningful reflection on how design shapes daily life.
Saltine Communications is proud to be TOTO’s PR agency on record for this campaign in Singapore. We are honoured to be able to celebrate our clients’ achievements alongside them as their dedicated PR agency in Singapore and Southeast Asia. Drop us a note at hello@saltinecomms.com to find out how we can get your brand onto the media at affordable rates.
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