LIXIL
Water, made visible
LIXIL makes pioneering water and housing products that make better homes a reality for everyone, everywhere. Its portfolio of brands, including American Standard, GROHE, DXV, and INAX, reaches more than 150 countries through a team of roughly 53,000 people worldwide.
In 2024, LIXIL set out to open its first full-portfolio showroom: the Water Experience Center, a nearly 10,000 square foot immersive destination in New York's Flatiron District. Ruckus was engaged to brand the space, build its digital presence, and turn a new address into an audience.
A first for LIXIL, an audience of zero
No LIXIL showroom had ever brought the whole portfolio under one roof, a golden opportunity to make a splash in the industry, with no playbook to follow. The space needed an identity that respected the master brand while standing on its own, location-specific, design-forward, and unmistakably LIXIL. And with no channels, no followers, and no history, the center had to earn the attention of New York's architects, designers, and trade from a standing start.
An identity, then three channels built from zero
Beginning with a brand discovery workshop, Ruckus developed the showroom's identity as an extension of LIXIL's corporate brand: logo, color, typography, and guidelines built for a space with location-specific character and portfolio-wide reach. In parallel, Ruckus stood up the campaign infrastructure, media strategy, conversion mechanics, and rolling content plans, so when the Water Experience Center opened at 155 Fifth Avenue in February 2025, the marketing was already in motion.
Instagram, LinkedIn, and Facebook launched as three platforms with three defined jobs. Instagram is the discovery engine, delivering 103.7K views in year one through Reels, event content, and design-forward storytelling. LinkedIn is the credibility channel for the professional trade audience, with 40.5K impressions and an engagement rate that reached 19.7 percent. Facebook holds the steady presence with a consistent, always-on organic footprint.
The event calendar became the content strategy
Ruckus wraps every real-world moment in tease, day-of, and recap coverage, converting foot traffic into followers. The two-night grand opening in February 2025, produced end to end from ideation deck to run of show, featured a water sommelier and infusion station poured over LIXIL-branded ice, light-mapped water effects, and interactive demos that put GROHE and the full LIXIL family in guests' hands.
The data proves the model: a Buster + Punch collaboration with GROHE generated outsized reach, and the May 2026 ICFF Open House drove a 69-follower single-day spike, the strongest monthly audience gain since tracking began. Monthly reports and quarterly reviews turn platform trends and top content into next month's strategy, with performance measured against KPIs each quarter.
Foot traffic, converted into followers
Opening week drove 17,786 views, with 71 percent coming from non-followers and 171 new followers gained, and in-person activations remain the center's single biggest driver of audience growth. Year one closed with more than 150K organic impressions across platforms, and year two compounded: total engagements up 297 percent year over year, LinkedIn engagements up 404 percent, and the engagement rate climbing from 2.6 to 7.4 percent. The partnership continues into year two of programming, with the GROHE Spa launch ahead.
