LIXIL Corporation, the parent company of Grohe, has announced the grand opening of the LIXIL Water Experience Centre, in the heart of New York City’s historic Flatiron District. The nearly 10,000sq-ft space showcases kitchen and bathroom 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 Centre 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,” said Nik Bafana, leader, LIXILAmericas. "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 LIXIL Water Experience Centre was brought to life through a collaboration between the celebrated Paris-based interior design agency Malherbe and LIXIL’s Global Design team. The showroom showcases the full breadth of LIXIL’s diverse brand portfolio, while the building also features a dynamic space perfect for events, training and community gatherings.
The LIXIL Water Experience Centre features an operational shower room with a custom music playlist and a live kitchen area with fully functioning taps, allowing visitors to experience firsthand how various spray settings can impact everyday tasks. Additionally, the space has 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 centres serve as the bridge between inspiration and realization – helping make better homes for everyone, everywhere,” said Jean-Jacques L’Hénaff, leader, LIXIL Global Design, Americas. “They aren’t just a physical representation of a brand’s catalogue – 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.”
