LIXIL Vietnam Corporation earns two wins at Retail Asia Awards 2026

The company’s Hanoi experience centre redefined premium retail with immersive service and live product demos.

LIXIL Vietnam Corporation won the In-store Customer Experience of the Year - Vietnam and Luxury & Premium Retail Brand of the Year - Vietnam categories at the Retail Asia Awards 2026 for LIXIL Experience Center Hanoi (LEC Hanoi), a 1,000-square-metre centre located at Lotte Mall Tay Ho.

A destination designed for inspiration and connection 

Launched in February 2025, the centre brought together the technologies, design expertise, and wellness experiences of GROHE and INAX - two iconic LIXIL brands from Japan and Germany - in a space where products could be experienced through fully functional installations rather than static displays. The environment allowed visitors to experience finishes, water functions, layouts, and product combinations in real life settings before making project or design decisions.

The centre also serves as a consultation space for architects and developers handling residential and hospitality projects. Experiencing products in fully functional settings helped project teams better understand how technical requirements translate into real-life applications, shortening the gap between design planning and installation decisions. 

Since launch, the centre has supported more than 500 architecture and design professionals through consultations and project-focused engagements. 

Beyond product experience, LIXIL Vietnam Corporation also hosted more than 20 workshops and community activities, engaging around 1,500 architects, designers, developers, and members of the architecture and design community. These initiatives helped position LEC Hanoi as a gathering space for Vietnam’s architecture and design community, hosting partnership activities and events that encourage inspiration, connection, and knowledge sharing.

An experience centred around personalised hospitality 

LIXIL Vietnam Corporation also developed a customer service model based on Omotenashi, with staff trained as Lifestyle Consultants instead of traditional sales roles. The team guided visitors through product demonstrations, bathroom planning, technical consultation, and post-sale support. The centre incorporates live shower demonstrations, lighting effects, water-flow displays, and fragrance elements to help customers compare product functions in use.

The centre recorded a 28% rise in repeat purchases and a 45% increase in conversions linked to its on-site visualisation tools. LEC Hanoi represents one of LIXIL’s key premium experience centre initiatives in Southeast Asia, supporting the company’s broader vision for elevated customer and design journeys across the region.

For those interested in exploring the space further, the LIXIL Experience Center Hanoi virtual experience offers an opportunity to discover its curated spaces and premium living solutions online: https://virtualshowroom.lixil.com/vn/hanoi_lec 

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].