Shower hose reel.
Spanish shower fittings manufacturer Lacus has coined the term hydrocolumns for those panel shower systems with multiple shower heads. They've now gone a step further and created a hydrocolumn / reel, not unlike the common yard hose reel. One wraps the shower hose around the reel to store the hose and shower head. The Futura Max hydrocolumn is made of 6mm tinted safety glass and anodized aluminium.

+ lacuswellness.com

Futura Max Rain with integrated rain showerhead.