The two award categories are In-store Customer Experience of the Year - Vietnam and Luxury & Premium Retail Brand of the Year - Vietnam.

Three Lixil Vietnam representatives (right) receive awards at Retail Asia Awards 2026. *Photo: Lixil Vietnam*.

This success is attributed to the development strategy of the Lixil Experience Center (LEC) model. The LEC is designed to enhance customer experience through immersive display spaces, expert consultation, and practical interaction. This approach helped the company establish a significant presence in the retail sector and was highly commended by the awards committee.

“The double award win affirms the company's long-term direction in Vietnam: investing in customer experience, rather than solely focusing on product introduction,” a company representative shared. Lixil Vietnam will continue to invest in innovation, develop modern retail models, and deliver more value to customers, partners, and the design community.

The Lixil Experience Center model in Hanoi. *Photo: Lixil Vietnam*.

LEC Hanoi, situated at Lotte Mall Tay Ho, encompasses nearly 1,000 square meters, functioning as an immersive experience center. Unlike conventional showrooms, it allows customers to directly interact with living space solutions in realistic settings, enabling them to grasp the true value of each solution before deciding.

A key differentiator for LEC Hanoi is its experience-centric layout. Instead of showcasing individual products, the center features simulated complete living spaces. This allows customers, investors, architects, and designers to visually grasp how various solutions are integrated into real-world applications. According to Retail Asia, this method improves consultation efficacy and narrows the gap between design concepts and practical user experience.

LEC Hanoi's experience-oriented setup allows customers to directly experience features, materials, and operational capabilities in a real space. *Photo: Lixil Vietnam*.

Technology also plays a crucial role in enhancing the Experience Center's value. Solutions from Grohe and Inax are showcased synergistically, enabling customers to directly engage with product features, materials, and operational performance within authentic settings. This integration of design, technology, and expert consultation streamlines the solution selection process, making it more intuitive and catering to the varied requirements of both individual customers and complex design projects.

Customer-centric experience is a consistent focus throughout LEC Hanoi's operations. According to Retail Asia, the center has supported over 500 architects and designers in project consultations. It has also hosted more than 20 workshops and specialized activities, attracting approximately 1,500 architects, designers, and project developers. These activities help establish LEC not just as a customer experience point, but also as a networking hub for the creative community in architecture and design.

Display space at LEC Hanoi. *Photo: Lixil Vietnam*.

According to a Lixil Vietnam representative, the company will continue to invest in the Experience Center model, expand collaborations with the architect and designer community and industry partners, and enhance customer experience through solutions and services meeting international standards.

The Retail Asia Awards are an annual event organized by Retail Asia, aimed at recognizing retail businesses and brands with outstanding contributions in the Asia-Pacific region. The awards evaluate various categories related to business model innovation, customer experience, digital transformation, brand development, and operational efficiency in the retail sector.

(Source: Lixil Vietnam)

Interested readers can schedule a visit to explore the LEC Hanoi space here.