For Immediate Release
March 14, 2019
LIXIL Group Corporation

Unveiling the New Identity of INAX at Milan Design Week 2019
From the land of abundant water, INAX introduces Japan’s Rituals of Water

Tokyo, Japan – LIXIL Group Corporation (LIXIL), maker of pioneering waterand housing products, announced today it will unveil the new identity of its
iconic INAX bathroom brand at Milan Design Week 2019.
INAX, which manufactures innovative sanitary ware and artistic tiles, is today
known for its sophisticated designs and purposeful technology. Since it firedup its first kilns in the 1920s, the brand has been at the heart of shaping
bathrooms in Japan, including the creation of revolutionary technologies
such as Japan’s first shower toilet.
Now, for the first time, LIXIL will give the world a preview of INAX’s newglobal brand and design concept before its products enter production.
"We wanted to create a new bathroom experience that embodies Japan andwhat it stands for; its culture, traditions, and the everyday rituals of water wego through to purify and transform ourselves. We are excited to now show
the world the new brand concept of INAX, the look and feel of its designs,
and the technology within that enables people to live healthily andcomfortably. We invite you to come see the new INAX at our exhibition inheart of Milan,” said Yasuhiro Shirai, Japan Design Officer of LIXIL Water
Technology.
INAX will take visitors on ajourney through its productdesigns and artistic tiles
1 | PageINAX’s Story
INAX’s story begins close to one hundred years ago, when its founders were commissioned to efficiently
produce decorative tiles for the Imperial Palace Hotel (Tokyo), designed by renowned architect Frank LloydWright. Through repeated trial and error, the founders of INAX learned the intricate art of mastering theproperties of clay and fire, succeeding in producing ceramics with meticulous accuracy and quality – no meanfeat.
It was then that the brand began to help shape the modernization of Japan’s bathrooms. Seeking to improve
how people live, the brand rolled out new revolutionary technology, including Japan’s first commercial shower
toilet, which are now iconic and known worldwide.
Today, INAX is part of LIXIL’s global bathroom brand portfolio, including GROHE, American Standard, DXV andJaxson, and is present outside of Japan in markets like Vietnam, China, Taiwan, and Philippines. Through its
new concept and designs, INAX will continue to serve its discerning consumers by offering bathroom
solutions that blend traditional Japanese style with modern technologies and sensibilities.
Revealing the Rituals of Water in Milan

Japan is a land blessed with water. Its waterscapes, from the white north to the green and blue south, are vastand deep. And for the people of Japan, too, water is at the heart of their culture. For a long time, the people ofJapan have used water to purify themselves physically and spiritually, from cleansing their hands and mouths
before entering shrines and temples, to taking baths at the end of the day to wash away fatigue and prepare
for the day ahead – renewed and revitalized.
See Japan’s Rituals of Water come to life in INAX’s new line of designs. The exhibition, held during Milan
Design Week 2019, will include displays of INAX’s new bathroom designs and upcoming product lines, frombaths to toilets, wash basins, faucets and decorative yet functional tiles. In addition, INAX will also showcase arange of ceramics, including an elegant blue and white pottery toilet from the Meiji era (1868 - 1912) as well
as artistic tiles.
Event Details:
INAX presents "The Rituals of Water" in Milan
Dates: SuperDesign Show - April 8 (Press Day)
- April 9 (Morning Only)- April 10-14 (Full Day)
 Venue: Superstudio
2 | Page

Registration
 Contact pr_global@lixil.com to register for media events and request interviews
 Please note, to enter Superstudio, separate registration is required.
 For more updates, visit INAX’s Media Center: www.inax2019.com-EndAbout INAX
INAX is a Japanese brand that manufactures innovative sanitary ware and artistic ceramic tiles. The history of INAX can be traced backover 100 years when our forefathers worked on producing the tiles for the second main building of the Imperial Hotel designed by thearchitect Frank Lloyd Wright. By determining the properties of clay and the impact of fire, through numerous trials, we succeeded in thelarge-scale production of decorative tiles, which became the foundation of INAX. Since then, we have continuously pursued to deliverproducts for new and better living, engaging in challenging innovations including the first made in-Japan shower toilet, self-powered
hands-free faucet, and interior tiles that freshen the air in the room. Meanwhile, we cultivated our skills to produce tiles that offer
sophisticated expressions through delicate coloring and texture, gaining inspirations from Japanese tradition, culture, and the seasonalchanges of nature. INAX creates beautiful, innovative bathrooms from Japan that make everyday life easier, healthier and more enjoyable,
enabling everyone to live well. www.inax.com
About SuperDesign Show/Superstudio
17.000 sq.mt exhibiting spaces, 100.000 visitors and over 2.000 registered journalists only in 2018, theme projects, museum-likeinstallations, national pavilions, solo or collective exhibitions, large consolidated companies but also young innovative companies,startups, independent authors. All of this at SUPERSTUDIO, iconic place of design in Milan, the pioneer of the Fuorisalone phenomenon inthe district, the most visited and sought-after place of the Tortona District since 2000. With SUPERDESIGN SHOW project, according tothe original format “less fair and more museum”, Superstudio pursues its mission on quality, excellence, research. As usual, the guidelineof Gisella Borioli's project, with the art direction of Giulio Cappellini, is ONLY THE BEST, a selection of the best trends, products, ideas andprojects. www.superstudiogroup.com
About LIXIL
LIXIL makes pioneering water and housing products that solve everyday, real-life challenges, making better homes a reality for everyone,everywhere. Drawing on our Japanese heritage, we create world-leading technology and innovate to make high quality products thattransform homes. But the LIXIL difference is how we do this; through meaningful design, an entrepreneurial spirit, a dedication toimproving accessibility for all, and responsible business growth. Our approach comes to life through industry leading brands, including
INAX, GROHE, American Standard, and TOSTEM. Over 70,000 colleagues operating in more than 150 countries are proud to makeproducts that touch the lives of more than a billion people every day.

LIXIL Group Corporation (TSE Code: 5938) is the listed holding company for LIXIL’s portfolio of businesses.

LEARN MORE AT:

3 | Page