[Courtesy of LG Electronics]
In a display of confidence to foreign consumers, South Korea's LG Electronics will build a specially designed art gallery to showcase its premium SIGNATURE brand at an international trade show in Berlin next month.
The company said its SIGNATURE gallery for IFA 2016 would provide a rare and unique experience to customers in an artistic setting designed by LG and Jason Bruges Studio, a London-based collective renowned for producing innovative installations, interventions and groundbreaking works.
The gallery titled "The Art of Essense" will display products with art pieces, representing LG SIGNATURE's design philosophy and core essence of sophistication and class.
The studio has crafted a multisensory and dynamic experience that conveys each LG SIGNATURE product's essence into lighting, movement and sound, said 4-traders, an online media.
"I was excited to work on this art project because I was inspired by the minimalism of the products and by the phenomena and basic essence by which they function," Bruges was quoted as saying. "By reinterpreting each product using aspects of timeless aesthetics, it is my hope that we were able to capture the artistic qualities of each of these beautiful appliances."
SIGNATURE was launched this year in a bid to improve LG's brand awareness and reputation and fend off competition from Chinese rivals. The SIGNATURE line-up includes Signature Kitchen Suite, a luxury built-in kitchen brand, and a 905-liter freezer, and washing machines.
Aju News Lim Chang-won = cwlim34@ajunews.com
reporter
Park Sae-jin
swatchsjp@ajunews.com
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