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  • Updated
  • 27/02/2012

LG Takes Design Philosophy to the Next Level with a Line-up of Stylish Smartphones

Sydney, Monday 27 February, 2012 - LG Electronics (LG) has made the boldest move yet in its strategy to attain smartphone leadership with the launch of its new design identity, L-Style, at the 2012 Mobile World Congress (MWC).

The essence of L-Style is the timeless design and beautiful aesthetics that differentiate LG’s mobile devices from the competition. LG’s design leadership has been well established in the past with a successful track-record that includes the ‘Black Label’ Series phones, including the Chocolate and Shine.

“Design and visual appeal is consistently rated as one of the most important factors for customers when choosing a mobile phone,” said Brad Reed, Senior Marketing Manager, LG Electronics, Australia (Mobile Communications). “With smartphones, to date, there has been a more functional approach to design but with L-Style, we’re going back to our roots as a company focused on making our products fit the lifestyle demands of our customers.”

L-Style’s design philosophy is comprised of five aesthetic elements including Modern Square Style for a comfortable grip, Floating Mass Technology for a slimmer look, Seamless Layout for an intuitive arrangement of keys, Harmonized Design Contrast utilising metallic accents and a Sensuous Slim Shape that naturally draws attention to the visual appeal of the handset.

Three new smartphones unveiled at MWC will initially feature the L-Style look. The Optimus L3 will launch first featuring a 3.2-inch display, followed by two other devices which will run Android 4.0 Ice Cream Sandwich - Optimus L5 with a 4.0-inch display and Optimus L7 featuring a 4.3-inch screen.

Additional hardware specifications of all three models will be announced in the near  future. 

The Optimus L3, Optimus L5 and The Optimus L7 will be available in Australia from  Q2, 2012.

Networks, retail channel availability and pricing plans will be advised closer to the actual release date.

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LG PR Contact

Lena Sachs
LG-One Australia
02 8281 3875

Caroline Bligh
LG-One Australia
02 8281 3816

About LG Electronics, Inc.
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 93,000 people working in over 120 operations around the world. With 2010 global sales of 55.8 trillion Korean won (USD 48.2 billion), LG comprises four business units – Home Entertainment, Mobile Communications, Home Appliance, and Air Conditioning & Energy Solutions. LG is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines and refrigerators. LG has signed a long-term agreement to become both a Global Partner and a Technology Partner of Formula 1™. As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit or join LG Australia’s Facebook page, found at:

About LG Electronics Mobile Communications Company
The LG Electronics Mobile Communications Company is a leading global mobile communications and information company. With its cutting-edge technology and innovative design capabilities, LG creates handsets that provide an optimised mobile experience to customers around the world. LG is pursuing convergence technology and mobile computing products, while continuing its leadership role in mobile communication with stylish designs and smart technology.