Europeans are much more influenced by "name product designers" than we are. You sense an almost cult-like following in some cases. Currently, a leading guru in this regard is Wolfgang Joop, who has designed plumbing products for a number of leading European firms. Guys like this not only create a product for you, they give you a philosophical treatise on how it was inspired and what it will do to transform your life. Makes you think that if Michelangelo was alive today, he would be sculpting toilets.
This isn't unique to Europe, but "wellness" seems to be the latest hip buzzword in the biz. While it has a more generalized meaning within certain parts of our culture today (integrating aspects of health, spirituality, etc.), in the plumbing world, it seems to relate to products with therapeutic benefits, including whirlpool, sauna and shower, and all the sensory toys that go with them these days. (Dr. Kellogg would have loved this.)
Sit down and have a beer. Many of the larger exhibitors at ISH include restaurant or pub-like areas where visitors are shown good old German hospitality. While this may seem like an extravagant use of expensive booth space, it's really a very effective way to entice visitors and have them stay and chat for a while.