It's a cry often heard in enormous vand confusing venues like this - 'where the hell am I?'

Pop Up The Bathroom, it eventually turns out after much searching and eyebrow furrowed descents into my map, is a study into the ten most important trends in the bathroom conducted by the snappily titled Vereinigung Deutsche Sanitärwirtschaft.

Curious? Well here's the rundown...

1. Soft Bathroom
2. Green Bathroom
3. Fashion Bathroom
4. Easy Bathroom
5. Design for a better bath
6. Private Spa
7. Water Love
8. Homing
9. Techness
10. Interior Concepts

You can see what this all means at www.pop-up-the-bathroom.com and it's worth having a look at if you can get past the fact that it`s in German. I`m still none the wiser where the title comes from though.

What it really tells us is that the bathroom is all things to all people. Every consumer uses it in a way that suits them and their lifestyle, and finding out what that lifestyle isa key to any sale, and god knows there aren`t many of them around at the moment.