LIXIL Experience Centre Opens with Curated Spaces, Multi-sensory Experiences and Collaborative Solutions
LIXIL, maker of pioneering water and housing products, held the opening ceremony for the LIXIL Experience Center (“LEC”), Singapore on 15 August 2024. The LEC, Singapore welcomes guests into an elegant Japanese-inspired space for a unique first-person multi-sensory, physical and digital experience showcasing LIXIL’s power brands – American Standard, GROHE and INAX.
Nestled in the heritage-rich Joo Chiat neighbourhood, each brand’s distinct design language, brand values and lifestyle appeal, are expressed in specially curated spaces and live water experience zones. Guests enjoy attentive and personalised customer service while appreciating the sophisticated designs, sounds and scents that change dynamically across the over 11,000 square feet of space.
Discerning guests and designers can create their own bespoke personal spa experience with luxurious GROHE SPA collections, crafted to the highest standards of materials and finishes. The future guest experience will also be digitally enhanced with the LIXIL CustoMy Space tool to virtually create and visualise their designs, including viewing their designs in Virtual Reality.
Audrey Yeo, Leader, LIXIL Water Technology, Asia Pacific, expressed, “Listening and engaging consumers and industry partners is an important part of delivering on our LIXIL purpose of making better homes a reality for everyone, everywhere. Our LECs in the Asia Pacific are an important platform to inspire ongoing conversations and purposeful solutions, especially in addressing three industry macro trends across health and well-being, sustainability and urbanisation. We look forward to delighting our LEC guests in Singapore, as well as LECs located in Bangkok, Jakarta, Bandung and soon in Hanoi.”
Koh Fu Sheng, Leader, LIXIL Water Technology, Singapore, commented, “We are delighted to open the LEC, Singapore in the vibrant Joo Chiat neighborhood. This special location offers consumers and industry partners a unique and differentiated sensorial experience, with ample space for collaboration and events. Architects, designers and property developers can look forward to a close partnership, advisory and solutions across our American Standard, GROHE and INAX brands.”
Mr. Koh added, “The LEC features top-end GROHE SPA offerings that can be personalised with different combinations of showers, water jets, lighting and music tracks to create a truly individual spa experience for restoration, recovery or indulgence.”
Antoine Besseyre des Horts, Leader, LIXIL Global Design, Asia, mentioned, “At LIXIL, Design is the voice of the consumer. Our award-winning design teams are strategically located in some of the most dynamic cities and renowned architecture and design hubs in the world, including Tokyo, Singapore, Shanghai, New York, Düsseldorf, and London. Our close engagement with the architect and designer community enables our design teams to translate inspiration and insights on trends into culturally relevant experiences that enhance people’s lives emotionally and practically. We have curated the LEC, Singapore to inspire, to show water in its many forms and illustrate how our three power brands offer unique solutions across multiple categories to cater to the needs and aspirations of audiences with different lifestyles.”
Each LIXIL power brand is unique in its way, but all serve the same purpose of making better homes a reality for everyone, everywhere. Every element, from the very first touchpoint to using the product moves beyond simply finding the perfect balance between aesthetics, functionality and technology – reflecting a deep strategic connection between design to each brand’s distinctive positioning and value proposition.
Guests to the LEC, Singapore can also experience the innovative advanced application of different signature elements for each brand that defines a unique design identity onto the products, which affords LIXIL designers with ways to differentiate our brands within the portfolio. These signature elements also reflect the brands’ values and are used by design teams, allowing LIXIL designers to translate the values into emotional and practical benefits that echo the brands’ promises.
