Press Release

09/05/2008

LG to Showcase Eco-Chic Living at Maison&Objet

Seoul, Korea, September 5, 2008 --- LG Electronics (LG), a global technology leader and pioneer in home appliance convergence, will participate in the Maison&Objet living design exhibition, held in Paris from September 5 to 9. Under the theme of “Eco-Chic Lifestyle,” the company will demonstrate how LG’s stylish design supported by technological excellence allows consumers to enjoy their daily lives in modern style.

Seoul, Korea, September 5, 2008 --- LG Electronics (LG), a global technology leader and pioneer in home appliance convergence, will participate in the Maison&Objet living design exhibition, held in Paris from September 5 to 9. Under the theme of “Eco-Chic Lifestyle,” the company will demonstrate how LG’s stylish design supported by technological excellence allows consumers to enjoy their daily lives in modern style.



“LG, once just an electronics manufacturer, is evolving into a lifestyle brand based on a harmony of style and technological excellence. By offering creative solutions for consumers’ everyday lives, LG’s home appliances play a critical role in promoting the core values of our corporate brand,” said Dermot Boden, Chief Marketing Officer of LG Electronics. “To achieve the ultimate goal of enhancing our brand power by emotionally engaging consumers, LG is taking fresh – and even daring – approaches to marketing. LG’s participation in Maison&Objet signifies our new direction as well as LG’s ongoing status as an iconic lifestyle brand.”



LG’s exhibition booth, designed through collaboration with style and trend forecasting agency NellyRodi Trendlab, will feature a variety of themed mini-rooms all under the umbrella banner of “Eco-Chic Lifestyle.” Visitors will have a 20-minute journey through an ideal, ecological home where LG’s stylish-yet-ergonomic appliances create perfect emotional comfort and delight. LG’s show highlights include a series of trendsetting products such as washing machines, refrigerators, air conditioners, cooking appliances, built-in appliances, TVs and home cinema systems, all connected through its industry-leading HomNet home networking service, all designed to appeal to sophisticated audiences in Europe and beyond.



“LG will fully demonstrate its design excellence though participating at Maison&Objet, the cradle of new design trends, while also establishing itself as an iconic lifestyle brand,” said Caroline Kim, Vice President of Marketing Strategy, LG Electronics Digital Appliance Company. “We are very excited about our collaboration with NellyRodi Trendlab for this exhibition. Our previous collaborations with NellyRodi have led to many successful products, such as our very popular Black series of appliances.”

LG’s booth is located at Stand R2S1 in Hall 5B now! Highlights of LG’s participation at Maison&Objet include:



Washing Machine Zone – As Clean and Green as Nature

LG has set its latest steam washing machines amidst a forest-like setting at Maison&Objet. LG’s steam washers are widely recognized as much for their energy- and water-efficiency as their washing performance. Moss, ferns, trees and enchanting artificial fireflies help reinforce these washers’ greenness. Some washers will be even redecorated with mirror mosaics to further emphasize this “back to nature” theme.



Kitchen Room Zone – A Party in the Garden

LG’s Kitchen Room Zone at Maison&Objet feels warm and lively, like in the middle of a garden. With casual dining experiences provided at the booth through cooking demonstrations, visitors will feel like they are having a party in their backyard on a clear, sunny day with close friends. People can also fully experience LG’s stylish kitchen products including built-in appliances, refrigerators and ovens.



Living Room Zone – Boudoir Style

LG has created a private resting place for its Living Room Zone. This living room can be a one-of-a-kind place for visitors as the room itself responds to their needs and conditions. The color and drape of the room, aroma inside the room and home cinema systems can all be perfectly controlled, right at their fingertips, through LG’s innovative home networking system. The ambiance of the room will give visitors the sense of being inside a lovely flower, or a private boudoir.



Air Conditioner Zone – Pure and Invigorating

In this zone, a set of five ArtCool air conditioners with changeable front panels will represent one single work of art by showing pieces of photos by internationally well-known wildlife photographers on their front panels: Antarctica by Mitsuaki Iwago and a winter tree by Shin Yoshino. Visitors will find themselves standing in a recreated snowy field, replete with walls completely covered with white faux fur, feeling like they are in very pure, untouched world.



Gateway - to the Ideal Home

Located at the threshold of LG’s booth, the Viewing Zone symbolizes a gateway to an ideal home made real by LG makes through the exhibition. With six LG6000 Scarlet TVs displaying coordinated visuals, visitors will have a glimpse into the rest of LG’s creative exhibition at Maison&Objet.



At the LG’s booth during Maison&Objet exhibition, a cooking demonstration will take place four times a day, offering special dishes cooked by a professional chef from Potel et Chabot using LG’s light wave SolarCUBE oven. In addition, LG will offer a trendy water bar and rest area for special guests, including visiting journalists, to further enhance the experience of enjoying a modern lifestyle with a sense of nature and peace of mind.



Maison&Objet, founded in 1995, is one of the world’s biggest and most influential international exhibitions on home style and interior trends. The exhibition is held in Paris-Nord Villepinte, on the outskirts of Paris, two times a year, in January and September. In 2007, Maison&Objet had more than 100,000 visitors from 132 countries, including approximately 67,000 industry guests such as design researchers, certified architects, interior designers, decorators and hotel and spa professionals. The now! Hall at Maison&Objet is a must-see place for visitors and journalists, as it features new and trendsetting works by renowned designers from all over the world. 






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