With many of us spending more time at home than ever before, it’s perhaps unsurprising that interest in interior renovation and redecoration is at an all-time high. Worldwide, homeowners are investing in making their living spaces more stylish, functional and comfortable, a trend that has also led to a boom in the premium home appliance and high-end furnishing markets.

To introduce a wider audience to their shared vision of luxury, LG SIGNATURE and Molteni&C S.p.A are again joining forces to showcase their specialized products for a more refined way of living. Expanding the partnership with the Italian premium lifestyle and furniture brand is a testimony to both brands’ commitment toward a common goal to make the good life accessible to even more consumers.

Last year’s collaboration culminated in LG SIGNATURE OLED TVs being showcased at the renowned Molteni Museum in Italy and Molteni&C flagship stores across Europe and North America. This year, the partnership will focus on activating a variety of initiatives promoting a premium lifestyle to an even larger audience.

Starting this month, interested customers may visit designated Molteni&C showrooms to place an order for LG SIGNATURE products, making upgrading a living room or bedroom that much more convenient. LG OLED TV will also be featured in the 2021 Molteni&C collection catalog as part of the company’s 505 UP series, a modular wall shelving and multimedia system designed by Molteni&C artistic director Nicola Gallizia. The system’s sophisticated, refined design aligns with and completes the sense of unity and craftsmanship that comes with the exclusive offering.

The Molteni&C collaboration will also extend to Contract Atelier, a luxury housing renewal project led by Molteni&C in partnership with globally renowned architecture and home appliance brands. LG SIGNATURE products will be exhibited on digital displays inside a new showroom opening in Milan next month.

By forging strong partnerships with premium global brands such as Molteni&C, LG SIGNATURE is demonstrating to discerning consumers the benefits of combining cutting-edge technology with beautiful, modern aesthetics to create a more luxurious, refined living space. And for consumers who appreciate the finer aspects of life, creating a living environment where both beauty and functionality exist in harmony is a worthy aspiration.

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On the occasion of the local debut of LG’s new LG QNED Mini LED TV series, LG’s team in Hong Kong was determined to create an experience that was memorable and elegant without exposing the audience to unnecessary risk.

The result, LG Experience Museum, merged LG’s diverse lifestyle products with works of art. As the star of the show, LG QNED Mini LED TV offered a stunning and immersive viewing experience with deeper blacks and more accurate colors, inviting visitors to a unique and dynamic experience.

But LG Experience Museum had even more to offer.

After pre-registering online, visitors were treated to a special tour of LG Experience Museum and its three unique experience zones – Vintage Zone, Artistic Zone and Black Addict Zone – each offering an exploratory journey into the history of LG’s many innovations.

Adorned with a geometric-patterned backdrop and trimmings reminiscent of the ‘60s and ‘70s, Vintage Zone offered a look back in time to witness the evolution of LG TVs. In this space, the LG Serie 1 Retro Classic TV with its primitive cathode ray tube (CRT) technology set the mood.

The theme of Artistic Zone alluded to the minimalistic and timeless design of LG’s products, with LG PuriCare Wearable Air Purifier and LG TONE Free TWS earbuds posing with historical sculptures. Here, visitors could get up close to both the 4K and 8K versions of LG QNED Mini LED TVs, with their bright, vivid colors on flawless display.

And in stark contrast to Artistic Zone, Black Addict Zone communicated a darker, more luxurious look and feel. Here, LG OLED TV and LG UltraFine Display OLED PRO took center stage against the black backdrop, illuminating the space with their self-lit displays.

In this zone, visitors could experience together for the first time LG’s “The Black Range” of appliances consisting of LG InstaView Door-In-Door^® refrigerator, LG Vivace washing machine, LG Styler and LG CordZero wireless vacuum cleaner, representing state-of-the-art designs in classy, chic black.

Throughout the exhibition, guests were given the opportunity to engage with their social media circles to win concert tickets. All fun and informative time for all, LG Experience Museum not only introduced LG’s newest product innovations in style but also demonstrated how they were making Hong Kong lives better.

Contributed by LG Hong Kong

 

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Pursuing a more sustainable life can be challenging. Like every lifestyle change, it’s easiest when done in small steps. Take today’s fast fashion as an example. Consumers are buying more clothes and wearing them less. The aim of the second phase of LG’s #CareForWhatYouWear campaign is to convince consumers to do just the opposite.

The first phase of the campaign in 2020 introduced audiences to the issue of “disposable” fashion and how thrown-away clothing was impacting the Earth. The campaign’s goal was to educate consumers on how to reduce clothing waste by choosing quality, environmentally friendly clothes, repurposing what we already own and passing on unwanted items to those who will wear and appreciate them.

Following the success of the first campaign which gathered 130 million cumulative views on LG’s YouTube channel and inspired LG’s partnership with online luxury fashion retailer NET-A-PORTER, LG is introducing a three-episode video series titled, “Care For What You Wear” to show the love affair we have with our clothes. In the second phase of its #CareForWhatYouWear online campaign, LG is inviting fans to share their most cherished clothes and the stories behind them with the hashtags #MyCherishedClothes and #CareForWhatYouWear.

LG’s advanced, energy-efficient clothing management products help extend the lifespan of all clothing types by minimizing fabric damage reducing fashion waste. LG is doing its part for fashion sustainability with its comprehensive laundry management system that makes it easier to manage garments properly.

To extend the life of hand-me-downs, vintage clothing and other beloved fashion items, the advanced LG washer with AI Direct Drive™ (AI DD™) automatically sets up the optimal wash pattern for far less fabric damage.¹ And thanks to ezDispense™ technology and TurboWash 360™ feature, just the right amount of detergent is used in the process of achieving Energy A-rated energy efficiency.²

As many already know, dryers are hard on clothes. LG’s DUAL Inverter Heat Pump dryer, however, reduces wrinkles, shrinkage and is gentler on delicate garments. Unlike a traditional dryer, LG’s DUAL Inverter Heat Pump dryer utilizes lower temperatures to achieve desired results, revitalizing and softening laundry without causing more wear than necessary. For clothes that simply can’t be washed, the one-of-a-kind LG Styler wardrobe management appliance employs TrueSteam™ technology to gently remove wrinkles while also sanitizing.³

LG believes that anyone can achieve a more sustainable lifestyle with small steps, starting with the desire to take better care of clothes. To learn more about LG’s #CareForWhatYouWear digital campaign and to receive sustainable clothing tips on managing your clothes along with information to get the most out of LG’s washing machine, dryer and Styler, click here.

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¹ AI DD provides 18 percent more fabric protection to help extend the lifespan of clothing. Tested by Intertek in March 2019, comparing Cotton cycle with 2kg of underwear to LG’s conventional Cotton cycle (F4V9RWP2W vs. FC1450S2W). AI DD available for three cycles (Cotton, Mixed Fabric and Easy Care). Results may differ depending on product models.
² Washer tested by Intertek based on IEC 60456 Edition 5.0 on TurboWash39 cycle with 5kg of IEC load compared to conventional Cotton cycle (F4V9RWP2W vs. FC1450S2W). Results may differ depending on load composition and environmental factors.
³ Certified by Korea Apparel Testing & Research Institute (KATRI) comparing results using Refresh cycle. Endorsed by the British Allergy Foundation (BAF) for reducing live house dust mite and bacteria with Sanitary Normal cycle, and viruses (H3N2, H1N1, PEV, IBRV, ICHV, PEDV, MHV, and hCoV-229E) with Sanitary Heavy Duty cycle. Certified as an asthma and allergy friendly® appliance by the Asthma and Allergy Foundation of America (AAFA).

As a brand built on the philosophy, Art Inspires Technology, Technology Completes Art, LG SIGNATURE is closely aligned with the values of cultural heritage, having invested significant resources and time to bring the fine arts to wider audiences. Recently, LG partnered with Russia’s Pushkin State Museum of Fine Arts to announce a project to restore Red Vineyard at Arles, the only work thought to have been sold by Vincent Van Gogh during his lifetime.

Known for its intensity in color and the anxious emotional state reflected in the work, the painting attracted the attention of many when it was first unveiled in Belgium in 1890 and immediately purchased by artist Anna Boch for a price equal to about USD 2,000 today. Considered one of the most valuable paintings among 19^th and 20^th century European works, the painting now calls Moscow’s Pushkin Museum home.

With financial support from LG SIGNATURE, the painting will undergo a thorough examination for the first time in its 130-year history. With the help of current scientific methods, the conservators and experts at Pushkin Museum will examine the painting using advanced X-ray fluorescence spectroscopy and electron microscopy techniques involving energy dispersion analysis. Through this process, the researchers hope to find answers to some long-held questions about the painting such as the paints used, how they were mixed, how the painting has changed due to age and which parts were changed by Van Gogh himself.

Since the partnership was initiated, LG and Pushkin State Museum of Fine Arts have worked together on many collaborative projects such as Pushkin Museum x LG SIGNATURE Wednesdays, a series of discussions with art historians, psychologists, collectors and philosophers to discuss topics related to the human ability to see and contemplate.

Roh Young-nam, president of LG Electronics Russia and CIS

Attracting over 500,000 online participants at its opening, program presenters helped broaden the public’s appreciation of art, aided by LG SIGNATURE OLED 8K TV as the backdrop, boasting exceptional quality and impressive brightness, demonstrating the importance of visual perception.

Sponsoring the restoration project was not only based on LG SIGNATURE’s cultural mission to study and conserve the masterpiece but the belief that preservation of the world’s heritage could lead to inspirations in technology. Red Vineyard at Arles has never left its exhibition space since its arrival at Pushkin Museum in 1951 so the opportunity to examine and record this work in detail for posterity was invaluable not only for Pushkin Museum, but for art lovers the world over.

Contributed by LG Russia

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As an organization engaged fully in making a positive impact on society, LG understands its responsibility as a corporate citizen. To make its products and services more accessible to all individuals, LG established an advisory group comprised of experts and persons with disabilities to make LG home appliances accessible to a more diverse audience.

As a key component of its social contribution framework, LG is investing heavily in future generations with programs specifically designed to assist and support tomorrow’s leaders by strengthening their skills and capabilities in the real world. Since 2011, LG has hosted the Global IT Challenge for Youth with Disabilities (GITC) program to provide youth with disabilities useful IT skills for today’s workforce.

The first GITC to be held entirely online, this year’s new format was designed to enable as many participants as possible from all over the world to participate using whatever connected device they had access to: laptop, PC, smartphone or tablet. In June, nearly 500 participants from 14 countries came together online to participate in the preliminary round, with almost 80 percent returning for the finals in October.

Programming a remote model car to navigate a track for the eCreative challenge

Attendees competed across four challenges designed to test their computer skills: advanced text and image search (eLifeMap), Microsoft PowerPoint and Excel (eTool), creating and editing videos (eContent) and coding/ programming (eCreative).

GITC participants at Mongolian University of Science and Technology

What’s more,  to address the digital information gap in the fourth industrial revolution, LG will host the virtual Innovation & Inclusion Forum in November. Participants will include representatives from Korea’s Ministry of Health and Welfare and the international NGO Save the Children who will come together to discuss issues and challenges faced by persons with disabilities in low and middle-income countries in accessing economic opportunities.

Students from Indonesia participating in the eTool challenge

By helping youth with disabilities unlock their full potential and develop new skills for today’s workforce, LG is hopeful that GITC participants will feel that they’re a little closer to achieving their life’s dreams

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On September 1, LG sponsored the inaugural Hurlingham Club Arts Festival, where guests were invited to enjoy one of the luxury brand’s exclusive “LG SIGNATURE Hosts” experiences, a unique opportunity for customers to get unique access to some of the UK’s top society events.

Guests were invited to enjoy a day of performing arts including drama, opera, music, comedy and cabaret, held at The Hurlingham Club, one of London’s most exclusive members clubs. As an official partner of the festival, LG hosted the Broom House Bar, with drinks and refreshments served from the LG SIGNATURE Wine Cellar and LG SIGNATURE Refrigerator.

Attendees were provided first-hand access to the world’s first rollable television, the recently launched LG SIGNATURE OLED R. The midday picnic lunch was followed by an exclusive wine tasting served from the LG SIGNATURE Wine Cellar with a sommelier from wine club Honest Grapes.

VIP guests included television personality and entrepreneur Jo Wood and her model daughter Leah Wood as well as DJ and model Zara Martin. Significant social media coverage was generated by guests promoting the event on their Instagram accounts.

Hurlingham Club Arts Festival 2021, the club’s first ever Family Festival of the Performing Arts, is deeply rooted in the tradition of excellence and family. The festival celebrates a selection of leading artists who appeal to all age groups and to whole families together.

As an official partner of The Hurlingham Club Arts Festival, visitors to the club were able to experience in person the excellence of LG SIGNATURE’s craftsmanship, cutting edge design and forward-thinking technology, not to mention the chance to win an exclusive LG SIGNATURE Wine Cellar of their own!

Contributed by LG UK

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LG USA’s latest collaboration in their year-long Only on OLED content campaign is a three-part content series featuring popular Kansas City Chiefs football tight end Travis Kelce and a look at his ambitions not only for the upcoming football season which kicked off this past week but also off the field as a fashion brand founder, business owner, and philanthropist.

The three-part series is airing on LG’s YouTube channel with special cut downs from the episodes available on Kelce’s social media channels and promoted across the Kansas City Chiefs’ channels.

Episode 1 of “Travis Kelce, Only on OLED” which debuted last week, answers the question, “What’s next for Travis Kelce?” Accompanied by his close friends, the series chronicles Kelce’s next big idea, “365 Days of Travis,” a calendar allowing his fans to get more of him every day of the year. Throughout the series, viewers will see the calendar come to life from concept to photo shoot, and ultimately the big unveil.

“Partnering with LG in the lead up to my season was a natural fit,” said Kelce. “There is no better way to watch football or any sport than on an LG OLED TV. I was stunned by the picture quality, its ability to capture the speed of sports in intense, crisp detail and deliver an experience that made you feel like you were at the game. Working with them on this series also let me show people who I am off the field. I appreciate LG giving me the opportunity to share that with others.”

“To highlight LG OLED’s ability to deliver an unrivaled sports viewing experience at home, it was only fitting that our next Only on OLED collaboration be with one of football’s biggest champions as the pro and college football seasons get underway,” said Peggy Ang, LG’s Senior Vice President of Marketing. “With our Only on OLED activations, we are bringing to our consumers unique content that goes beyond the game and highlights the stories behind today’s biggest athletes off the field.”

The Only on OLED campaign focuses on key consumer passions in sports, movies and gaming that are drivers for TV purchases. To reach consumers, the campaign features unparalleled access to unique events and moments best enjoyed on LG OLED TVs. Earlier this summer, LG released Hangin’ With Kuz, a social media series featuring basketball star Kyle Kuzma which offered fans a glimpse into his new home and off-court passions. The program kicked off earlier this year with a live celebrity gaming showdown between multi-platinum-selling music mogul DJ Khaled and world-renowned actor Megan Fox.

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In the connected era, it could be said that we are living in the “age of relationships” in which creating, nurturing and leveraging relationships with our acquaintances, followers, customers, etc. is the thing that separates success from failure. While this might not be a unanimous belief, one thing everyone can agree on is that good communication isn’t something that happens naturally, it must be nurtured and honed.

For companies and brands, how they communicate their messages is just as important as what they communicate. So it was especially gratifying to learn that LG’s team in Australia was recognized with one of Asia’s most prestigious industry communications awards for its LG Local Legends program. The program, which helps recognize and reward community groups in Australia, was honored with the Diamond SABRE Award for Superior Achievement in Reputation Management for building stronger stakeholder relationships and contribute to corporate performance.

More than 500 volunteer organizations and individuals have been celebrated as part of the LG Local Legends in the past 12 months. The program was launched at a time when charities and community service organizations were in critical need of support, with many finding it difficult to secure resources, manpower and critical funding. LG Local Legends helps elevate the profile of these community groups around the country through media, social media and online channels.

The SABRE Awards celebrate engagement, credibility and relationship building among individuals and organizations across North America, Europe, Asia Pacific, Asia, Africa and Latin America. More than 1,200 entries from across the Asia Pacific region were received and judged by an expert panel of nearly 100 senior industry professionals.

“The LG Local Legends program shows that even in these difficult times individuals and groups can rise above these hardships to selflessly make the lives of others better,” said Louise Annetts, corporate marketing manager at LG Electronics Australia. “It has been a pleasure to help recognize the incredible efforts of those in our communities, as well as receive broader recognition of the program at this year’s SABRE Awards. We are looking forward to celebrating more deserving Australians in 2021.”

LG Local Legends was also recognized with a certificate of excellence in the Best in Real-Time Engagement category, whilst a recent LG SIGNATURE launch was also shortlisted at the awards in the best Home and Furniture category.

To learn more about the LG Local Legends program visit www.lglifesgood.com.au.

Contributed by LG Australia

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From heart rate monitors in smartwatches to accelerometers and gyroscopes for measuring an athlete’s movement or swing, technology takes sports to a whole new level of precision. In the world of esports, advanced tech isn’t just something that’s good to have, it’s a necessity. And in this world, LG UltraGear hardware has developed a reputation as the best gear for victory.

According to International Data Corporation (IDC), the gaming PC and monitor market expanded rapidly in 2020, reaching 55 million units sold for a year-on-year increase of 26.8 percent. And with more people than ever working and playing from home, demand for better PC hardware experienced huge growth with sales of LG’s gaming monitors more than tripling between 2019 and 2020.

Let’s take a look at what sets LG UltraGear gaming monitors apart from the rest.

Compared to other panel technologies such as Twisted Nematic (TN) or Vertical Alignment (VA), LG’s In-Plane Switching (IPS) panel provides a wider viewing angle with minimal color distortion as well as a wide color gamut with excellent contrast. LG was the first to introduce an IPS monitor with one millisecond Gray-to-Gray (GTG) response time, a significant advantage over the 20-30 milliseconds of regular monitors. One millisecond means fewer distracting visual effects such as ghosting for a smoother, faster gaming experience. And with a refresh rate of up to 144Hz, ultra-high screen resolution and exceptionally lifelike picture quality, it’s easy to see why LG UltraGear has become an esport favorite.

Currently there are 19 models in the UltraGear monitor lineup including a new 32-inch (model 32GP850) featuring the advanced Nano IPS display technology. Later this year, LG will debut the industry’s first 34-inch monitor with NVIDIA G-SYNC^® ULTIMATE built-in for the highest level of compatibility with NVIDIA graphics cards.

LG makes a great effort to understand what gaming fans really want. One way is through the UltraGear Advisory Board, an online community of approximately 200 gamers from around the world managed by LG. Members of the board have a voice in developing new products, advising on both technical as well as design aspects.

And LG UltraGear gaming monitors are not only the ideal choice for a home gaming setup, it’s a brand in high demand by professionals who game for a living. LG is currently partnering with Gen.G Esports, one of the top esports organizations, to support their League of Legends Champions Korea (LCK) team. Using LG UltraGear monitors, the team is already leading this year’s competition.

Built for a better gaming experience to deliver an edge over the competition, LG’s UltraGear gaming monitors have been the preferred gear for many gamers since its launch in 2018. So whether you’re a pro gamer or just a casual player, LG UltraGear can provide the right gear for the job to make the difference between victory and defeat.

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