The new LIXIL Water Experience Center offers an ideal blend of location, visibility and character. Situated in the heart of the Flatiron District in Manhattan, the space benefits from excellent visibility and is located at street level, ensuring a strong presence in a key market. Additionally, the landmark building’s historic charm adds a unique sense of character and authenticity, seamlessly blending timeless architecture with modern design to create an inspiring and welcoming environment.
“With the LIXIL Water Experience Center, LIXIL will not only be able to showcase its brands and products but, most important, will be able to engage and dialogue with its customers and the A&D community deeply, thoughtfully and continuously,” said Nik Bafana, Leader, LIXIL Americas.
The layout was intentionally designed to balance inspiration with functionality, guiding visitors through an engaging and informative journey while allowing for adaptability in how products are displayed and experienced.
Space planning for the 10,000-square-foot was focused on creating an engaging and flexible experience for visitors, guiding them through different areas while showcasing products from the LIXIL portfolio – American Standard, GROHE, DXV, INAX and Basco – in an organized, impactful way.
Upon entering from the street, visitors are immediately greeted by striking, large-format imagery – both printed and digital, and that can be rotated 90 degrees to segment the space – culminating in a 12-foot video display that anchors the back wall. This dynamic visual element sets the tone for the double-height space, drawing guests in and immersing them in the brand story.
Throughout the ground floor, products are showcased on modular displays, allowing for frequent updates and easy reconfiguration to highlight new offerings and trends. This flexibility ensures the space remains fresh and relevant.
A dedicated working catering station on the back wall supports a variety of events, such as product launches and industry discussions. It features a back bar fitted with the GROHE Blue filtering system that dispenses chilled still and sparkling water. Nearby, lounges and work spaces allow customers and their architects to confer on projects.
In the cellar, the experience becomes more in-depth, offering a comprehensive presentation of products organized by brand and collection. The floor is organized around a central “Brand Alley” with brand-specific areas and displays.This area also features two plumbed demonstration spaces – including a room featuring 10 working showers – providing an immersive, hands-on opportunity for guests to experience the products in action.
Sources
Design: Malherbe and LIXIL Global Design team; Photography: Fotobuddy Photography; Lighting: Maxim Lighting; Plumbing fixtures: American Standard, GROHE, DXV, Basco; Tile: INAX
