The Wilson Bathroom Company story
Founded by Tony Wilson, Wilson Bathroom Company opened its doors in Glasgow’s West End area after a career spanning plumbing, bathroom installation, kitchen fitting and property development. Tony wanted to create a showroom experience unlike any other, one focused on high-end, bespoke bathroom design tailored to clients’ needs.
Initially planning to open in a busy showroom district, Tony changed course during the pandemic, choosing instead a less saturated area with the right demographic. From the start, Virtual Worlds 4D was a key part of the plan.
“Virtual Worlds was one of the first pieces of the puzzle for me,” Tony explains. “I designed the entire showroom in Virtual Worlds before even talking to suppliers. It helped them see what we stood for and who our customers would be. Without it, we wouldn’t be where we are today.”
By visually communicating his vision, Tony convinced suppliers to back the business from day one, setting a foundation for a showroom known for world-class design and quality.
Tony Wilson has always kept his finger on the pulse of design technology, knowing that bathroom retail is evolving. For Wilson Bathroom Company, the challenge was not just about creating great designs but about helping customers truly visualize the space, especially when high-end bathrooms involve significant investment and detailed planning.
The team found that many customers struggled to imagine the finished room. Approximately 60% of clients could not visualize designs based on traditional drawings or even high-quality renderings. This gap often slowed decisions and sales.
Tony knew that to build customer confidence and secure buy-in from both partners (for example, couples where one person can visualize easily and the other cannot), they needed an immersive, interactive way to bring designs to life.
Wilson Bathroom Company integrated Virtual Worlds 4D into its sales process, creating a unique, multi-step customer journey:
- Discovery: The team spends up to 90 minutes with each customer, learning their wishes, dreams and how they want to use their bathroom.
- First presentation: Using high-quality renderings on screen, they present a design that’s about 75% finalized, carefully gathering customer feedback and addressing doubts.
- Refinement: The design is adjusted to align with the customer’s vision.
- Second presentation: Customers review the updated design, usually 95% aligned with their expectations.
- Immersive experience: Customers use the VR headset to explore their future bathroom in Virtual Worlds 4D, which consistently “brings the design to life” and confirms their commitment.
“Tony highlights the impact: “When customers put on the headset, you watch them come alive. If budget and timeline are aligned, it’s an easy sell.”
The company has invested heavily in mastering rendering within Virtual Worlds 4D, paying close attention to lighting and detail. Their award-winning designs demonstrate the showroom’s commitment to excellence. They also maintain most suppliers’ product catalogs within Virtual Worlds, supplementing with custom models where needed.
The Benefits
Virtual Worlds 4D is central to Wilson Bathroom Company’s success:
“Virtual Worlds was one of the first pieces of the puzzle for me. Without it, we wouldn’t be where we are now.”
“When customers put on the headset, you watch them come alive. It’s a game changer for sales.”
Looking ahead
Now four years in, Tony plans to keep evolving the business. He’s focused on continuing to push design and technology boundaries, ensuring the team and suppliers remain exceptional.
Wilson Bathroom Company has built a reputation for quality and design, including a strong presence in steam room installations, among the most extensive in Scotland.
"Tony concludes, “We took a risk, but I love what we’re building. With Virtual Worlds, we have the tools to keep raising the bar.”
