*This press release is an English translation of LIXIL Corporation’s press release issued on Maｙ.9, 2012 in JapanFor Immediate Release
May 9, 2012
LIXIL Corporation

LIXIL to participate in the Milano Salone for 2 consecutive years
at the world’s largest design event held in Italy
Proposing future life style through installation of 3 bathing experiences using “foam”
LIXIL Corporation (Tokyo, Japan), a global leader in housing equipment and building materials,
participated in the Milano Salone for 2 consecutive years taking place in Milan, Italy from April 17 toApril 22, 2012.
Last year, in its debut, LIXIL introduced a Japanese style bathing experience which soothes the bodyand the soul in fine creamy “foam”. This year, the company advanced it to another level by creating aninstallation of three distinct foam baths and proposing “future life style”. Kenya Hara, aworld-renowned designer whose work focuses on both “objects” and “experiences”, was in charge ofoverall design of the booth and PR tools.
LIXIL aims to contribute to improving people’s comfort and lifestyles while reducing impact on theenvironment. Through this event, the company conceptually communicated such ideas and also
demonstrated its capability to offer comprehensive solutions.
During the exhibition period, LIXIL attracted about 38,000 people to its booth, an increase of 10,000
from last year. “Experiential Bath”, where visitors can feel and touch the foam, was especially popular.

Front: Experiential Bath (Experience the fine creamy foam)

Beyond BathBack: Visionary Bath (Introduce a bath experience which(Unprecedented installation that leads to a new life style)visualizes the future standard in bathing)Exhibition Outline
Under the exhibition theme “A New Desire - Discovering Bliss -“, LIXIL proposed a completely newstyle of bathing – bathing in foam. The warm fine creamy foam creates comfort and relaxation thathuman beings have never experienced, leading to the bliss and liberating new desire and curiosity.
Through this installation, we have presented new possibilities of the living environment and the living
area.
More specifically, we displayed three baths using foam in the 180 square meter exhibition space,which proposed a novel lifestyle that is created by blurring the distinction between wet areas and dry
areas in the living space. Enjoying foam bath in the living room or the study room is one example.
1. Experiential BathExperience the warm velvety and fine creamy foam
2. Visionary BathIntroduce a bathing experience which visualizes the future standard in bathing
3. Beyond BathUnprecedented installation which changes the way of living by “bathing in foam” that leads to a newlife style
Venue

Dates
URL

SUPERSTUDIO PIU (Part of Zona Tortona）
Address: c/o Superstudio Più, via Tortona 27
Access (Transportation)
Metro：MM2 Porta Genova Tram：2, 9,14,19 Bus：47,68,74,90,91
April 17 (Tuesday) to April 22 (Sunday), 2012 10:00 - 21:00
http://lixil-milano.com▲ Visitors touching the creamy foam

▲ LIXIL booth attracting many people

Designer ProfileKenya HARA
Designer, Kenya Hara (b.1958) emphasizes the design of bothobjects and experiences. In 2000, he produced the exhibition"RE-DESIGN--Daily Products of the 21st Century", which successfully
presented the fact that the resources of astonishing design are foundin the context of the very ordinary and casual. In 2002, Hara becamea member of MUJI's advisory board and began acting as its art
director. In 2004, he planned and directed the exhibition "HAPTIC Awakening the Senses" revealing to the audience that great
resources of design are dormant in the human senses. Much of hiswork, including the programs for the Opening and Closing〈 Photo : Yoshiaki Tsutsui 〉

Ceremonies of the Nagano Winter Olympic Games and Expo 2005 is
deeply rooted in Japanese culture. In 2007 and 2009, he produced two

exhibitions titled "TOKYO FIBER -- SENSEWARE" in Paris, Milan and Tokyo, and from 2008
through 2009, the exhibition "JAPAN CAR" in Paris and at the Science Museum in London. Hara's
focus in these kinds of exhibitions is on visualizing and widely disseminating the potentiality ofindustry. The radius of his activity has been expanding to the rest of Asia as well, including thetraveling exhibition "DESIGNING DESIGN Kenya Hara 2011 China Exhibition" that starts in Beijing
in 2011. Several books authored by Hara, including Designing Design and White, have beentranslated into a number of languages, including other Asian languages.
Representative, the Nippon Design Center Inc. Professor at Musashino Art University President,
Japan Design Committee Co., Ltd. Vice President, Japan Graphic Designers Association Inc.

About the Milano Salone
Milano Salone (Official name: Milano Salone del Mobile）is one of the largest international furnishingexhibition in the world which is held in Milan, Italy’s heart of design and culture. The exhibition is held
every April and 2012 marked the 51st year. The exhibition is divided into “FIERA SALONE” held in themain exhibition space and other venues spread across the city called “FUORI SALONE” involving thewhole city of Milan. The event has a great influence and attracts attention as the world’s cutting edge
in design trends, noted as one of the most highlighted design events. This year the event received
about 330 thousand visitors.