LIXIL Corporation, a global producer of water and housing products, has announced the grand opening of the LIXIL Water Experience Center in New York City’s historic Flatiron District.
According to a news release, the nearly 10,000-square-foot space showcases kitchen and bath solutions from LIXIL’s industry-leading brands — American Standard, GROHE, DXV, INAX, and Basco — and offers an immersive experience for the architecture and design community, as well as consumers.
“The LIXIL Water Experience Center is a testament to our unwavering focus on innovation and design excellence—bringing our heritage, our customers, and our future vision together in one inspiring space,” Nik Bafana, leader of LIXIL Americas, said in a public statement. "For generations, our brands have been trusted by customers who value quality craftsmanship and rely on our deep understanding of how people interact with water. At LIXIL, we continue to blend technology and design to create solutions that make a house a home.”
The announcement said the LIXIL Water Experience Center was brought to life through a collaboration between the celebrated Paris-based interior design agency Malherbe and LIXIL’s award-winning Global Design team. Together, the two created a versatile space that showcases the full breadth of LIXIL’s diverse brand portfolio.
The building features a dynamic space perfect for events, training and community gatherings. Upon entering, visitors are enveloped in an open environment designed to instill collaboration. Reflective surfaces and a carefully curated interplay of light and movement create an immersive experience that mirrors the serenity and power of water. The space flows seamlessly, engaging the senses with gentle ripples of light and soothing ambient sounds.
The LIXIL Water Experience Center showcases product vignettes across all of LIXIL's brands with engaging, hands-on experiences including an operational shower room with a custom music playlist and a live kitchen area with fully functioning faucets, allowing guests to experience firsthand how various spray settings can impact everyday tasks. Additionally, the space features multiple interactive design areas where designers and architects can view brand collections and finishes for an in-person experience that digital screens can’t replicate.
“Brand experience centers serve as the bridge between inspiration and realization - helping “make better homes for everyone, everywhere,” Jean-Jacques L’Hénaff, leader of LIXIL Global Design Americas, said in a public statement. “They aren’t just a physical representation of a brand’s catalog—they’re collaborative hubs where designers, contractors, and homeowners come together to share ideas, refine plans, and bring visions to life. This hands-on experience fosters trust, sparks creativity, and empowers customers to make confident, informed decisions.”
Located at 155 Fifth Avenue, the LIXIL Water Experience Center welcomes guests Monday through Friday from 10 a.m. to 5 p.m. Customers interested in purchasing products at the LIXIL Water Experience Center will be directed to the most convenient sales partners.
