Visit LIXIL’s new dramatic New York showroom to enjoy interactive water experiences and source American Standard, Grohe and DXV
by Danine Alati
A global leader in high-quality bath and kitchen products, LIXIL has unveiled its dynamic New York showroom, dubbed the LIXIL Water Experience Center. The two-floor, roughly 10,000-square-foot space — designed by LIXIL’s global design team in collaboration with Paris-based interior design firm Malherbe — houses LIXIL brands including American Standard, Grohe, DXV, and INAX. Modular vignettes showcasing product can be reconfigured as needed, and oversize screen displays change out to support water-delivery features.
Clad in a noteworthy reflective architectural surface called Ripple by Breda Architectural Metals, the grand, 18-foot ceiling creates a vast, open space on the street-level ground floor of this landmark building, where the brands can host events, presentations, and training sessions in addition to highlighting product. The level above the showroom supports offices and a studio for architects and designers.
Jean-Jacques L’Hénaff, leader, LIXIL Global Design, Americas, says the concept behind the Water Experience Center began by considering how they could elevate this showroom experience from others. “We took a very different approach,” he says. “We thought that it would be interesting to do a space that could serve the community — somewhere we can invite architects and designers to exchange ideas, communicate, and work together. So that’s the reason for the big open space.”
“This is not a static showroom; this is something that will be renewed on a regular basis,” he adds, noting that thanks to the modularity of the vignettes, it will be easy to change out displays regularly to suit screenings, panel discussions, and more. And next year, when LIXIL introduces its new brand Grohe Spa to the American market, the space will be reconfigured and devoted entirely to Grohe Spa.
The forthcoming Grohe Spa is a higher-end, ultra-luxury brand that’s all about the senses with stunning finishes and materials “you’re not going to find elsewhere,” L’Hénaff notes. And this grand space in the Water Experience Center will present the ideal spot to showcase this upscale collection that’s perfectly suited for luxury hospitality settings.
While the upper level is largely a gathering space, the ground level is a functional and interactive showroom, displaying all LIXIL brands. Perhaps the pièce de résistance of the whole showroom is the dramatic live shower display (above, left) that highlights a full range of bath faucets and shower heads by American Standard, Grohe, and DXV. Opposite the shower fixtures is a wall marked “magnetic bath hardware” that allows people to move around the fittings to experience how they look and work at different heights on the wall. The ground level also has a demo kitchen area with operational faucets for hands-on product experiences.
Since it’s a landmark building, it was a challenge to respect the facility and keep some of the architectural details, while at the same time bringing it up to code to have all these water experiences. The team has done a fantastic job. I’m very proud of it.
Jean-Jacques L’Hénaff
What’s lovely about this Water Experience Center is the open, airy feel that allows visitors the freedom to casually browse products. If a customer visits with their interior designer, they have the liberty to explore offerings and discuss their findings. Customers off the street looking to make purchases will be directed to appropriate sales partners for help.
The LIXIL lines also include professional and commercial behind-the-wall systems, fixtures and fittings. The company says commercial architects, designers and their clients are also welcome to gather ideas in the New York showroom.