JLL transforms historic Manhattan property into LIXIL's innovative Water Experience Center

LIXIL is a pioneer in water and housing products that solve every day, real-life challenges. Their well-known global brands like American Standard, GROHE, INAX and DXV give consumers hygienic innovations and water-saving technologies including IoT-enabled smart toilets and touchless faucets.

Headquartered in Tokyo, Japan, LIXIL doesn’t operate traditional consumer retail stores. However, the company wanted to create a three-level interactive showroom and event space in New York City that would allow customers to experience and test their products in a unique and engaging way.

With the help of JLL’s brokerage team, LIXIL chose to lease space in the historic building in Manhattan’s Flatiron District. Following that positive experience, LIXIL expanded its relationship with JLL, hiring the Project and Development Services and JLL Design teams to bring the LIXIL Water Experience Center to life. But the project needed to be more than a showroom — it needed to showcase products, encourage interaction, host educational events and inspire headlining collaborations. The design-forward, community-focused space was also meant to serve as a blueprint for LIXIL’s future Water Experience Centers.

For a project like the LIXIL Water Experience Center, there are six stages of design. Malherbe, a Paris-based design firm that engaged their NYC team for this project, created the initial Experience Center concept designs and front-of-house lifestyle layout in stages one and two. JLL entered the project at stage three to contribute to architectural, engineering, design and project management services.

JLL’s first task was to collaborate with Malherbe on the meticulous translation of the existing designs to ensure they met New York City building codes and U.S. construction standards. This involved adjusting materials and finishes, modifying floor plans and ensuring all mechanical, electrical and plumbing systems (MEP) met U.S. specifications. JLL collaborated with Stark Engineering on the MEP, fire alarm, and fire sprinkler drawings. Russell M. Baumann, Senior Vice President, JLL Design, served as the Architect of Record, providing essential oversight to ensure all designs met regulatory requirements and maintained architectural integrity throughout the project. JLL also worked closely with vendors to create all new custom millwork.

Amy Sjursen, vice president of JLL Design said, “We took those high-level concepts and used our design, engineering, planning and project management expertise to make those ingenious concepts come to life in the physical space.”

The project was located in a landmark building in New York City, which added another layer of complexity. But JLL and LIXIL both advocated for sustainability and refurbishing, recognizing that the storied history of the building deserves a new chapter.

Landmark status typically imposes strict regulations on what can be changed or modified, requiring creative solutions to implement modern designs while also preserving and working with the limitations of the existing infrastructure. For example, the building façade couldn’t be touched, so LIXIL’s vision needed to be effectively contained throughout the interiors. This presented challenges with some mechanical work, and JLL worked closely with New York City’s Landmarks Preservation Commission (LPC) to ensure compliance.

During demolition, the team encountered unexpected structural issues, including holes in the floor covered by old wood flooring. This kind of surprise in a historical building presents significant challenges, requiring immediate problem-solving and potentially major adjustments to the original plans. Having a local architect of record team who understands the local governance, local materials and also is on site, along with engineering professionals, was essential for overcoming unexpected challenges.

When entering the doors of the LIXIL Water Experience Center, visitors experience a dramatic open foyer where high design meets dynamic lighting and soothing sounds that evoke the essence of water. The epicenter of the space is an operational shower room synced to a custom music playlist. Shower heads and faucets can be tested by the visitor and easily swapped out as products change. The shower installation required intricate plumbing work and careful integration with the building’s existing systems.

The live kitchen faucet demonstration area and product vignette zones showcase LIXIL’s portfolio of brands while also offering tactile experiences with materials and finishes. Flexible collaboration areas lend a “communal hub” atmosphere, ideal for product launches, training sessions, screenings and community gatherings.

The opening of the LIXIL Water Experience Center in February of 2025 was a resounding success. In the first six months of opening, the venue hosted an Earth Day public pop-up event, a reception for the 2025 World Architecture Festival and a NYCxDESIGN Open House. During New York Fashion Week, renowned fashion designer Christian Siriano unveiled five new couture dresses inspired by the fluidity and radiance of water at the property.

“Project Lead Amy Sjursen and the JLL Design and architecture team led the meticulous effort to convert a concept into architectural and full mechanical, electrical, and plumbing; fire alarm; and fire sprinkler drawings, balancing the need to remain vigilant to code requirements while remaining faithful to our design intent. For most projects, this is where the heavy lifting ends for AOR firms, but not in this case. During the demo, we uncovered countless other code and structural issues that required addressing— the JLL team came up with options that could remain true to our design concept and have the least impact on our timeline and budget. We found the JLL team always ready to engage and take on these challenges in a timely and pleasant manner. This project would not have been possible without their continued support, attention to detail and collaborative partnership.”
Joseph Magee
Senior Director, Program Management Leader
LIXIL Water Technology Americas

Together, LIXIL and JLL bridged the gap between high-concept design and practical implementation, which was especially challenging in a regulated historic property. This combination of international collaboration and local expertise was crucial to the project's success. The creation of a one-of-a-kind space that serves as both a showroom and a corporate office, including areas for product innovation, shows JLL's forward-thinking approach to space utilization and design. With the completion of the Water Experience Center, LIXIL is setting a new standard for experiential retail.