LIXIL

Water, made visible

LIXIL makes water and housing products under brands including American Standard, GROHE, DXV, and INAX, reaching more than 150 countries. In 2024 it set out to open its first full-portfolio showroom, a nearly 10,000 square foot destination in New York's Flatiron District.

A first for LIXIL, an audience of zero

No LIXIL showroom had ever brought the whole portfolio under one roof, and no channels or followers existed to announce it. The space needed an identity that respected the master brand while standing on its own, and it had to earn the attention of New York's architects and designers from a standing start.

An identity, then three channels built from zero

Ruckus developed the showroom's identity as an extension of LIXIL's corporate brand, then stood up Instagram, LinkedIn, and Facebook as three platforms with three defined jobs, discovery, credibility, and steady presence, ahead of the Water Experience Center's opening at 155 Fifth Avenue in February 2025.

The center's event calendar became the content strategy, with tease, day-of, and recap coverage around every real-world moment, converting foot traffic into followers. A two-night grand opening featured a water sommelier and infusion station, light-mapped water effects, and interactive product demos for guests.

Foot traffic, converted into followers

Opening week drove 17,786 views with 71% coming from non-followers and 171 new followers gained. In-person activations remain the center's single biggest driver of audience growth, with monthly reporting turning performance data into the next month's strategy for LIXIL's team.