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LG Optimus Black takes over

  • Updated
  • 17/06/2011

Sydney, Australia, Wednesday 15th June 2011 - Can you run an entire business with just a smart phone? LG has
challenged Sydney based pop-culture news website to run their entire website and business
using just the new LG Optimus Black smart phone for one week.

From Monday 20th June to Friday 24th June 2011 Pedestrian are relocating the entire office
to a public space on Level 2 of Westfield Sydney (Cnr Pitt Street Mall and Market St, just outside GAP).

For the entire week, Pedestrian will be filming interviews, shooting live fashion editorial, chasing down news
stories and testing out just how smart the new LG Optimus Black smart phone actually is.

Pedestrian will be commissioning over $10,000 worth of new projects using the phone from young creative’s
including Fashion blogger Jessie Bush and online boutique, Gary Pepper Vintage. Every element of the office will be on display for the public.

“Web publishing is media multi-tasking at its finest. If the LG Optimus Black can run our business, then imagine
what it can do for your life” said Chris Wirasinha,

Highlights from the week’s activities (which are open to the public unless otherwise noted) include:




Pedestrian LG Optimus Black re-location activity


20th June


A publicly-voted Model Casting


21st June


Panel discussion: ‘How to make it in the creative industries’. Panel to feature Josh Goot and Mark Holland (EMI A&R Manager) and more TBC.


22nd June


‘Live’ Fashion Shoot featuring swimwear designer We are Handsome


22nd June


‘Speed Stalking’: a mobile twist on speed dating using Facebook profiles and live chat.


23rd June


‘Live’ Fashion Style-Off between Supre, Vintage Boutique Gary Pepper and underground zine Spit press.


23rd June


VIP Launch Party [invite only]


24th June


Live action Angry Birds: bringing to life the mobile gaming phenomenon


24th June


Interviews and performances from bands Papa vs Pretty, and DZ Deathrays, launching the ‘I Oh You’ mixtape.

The LG Optimus Black goes beyond the style of ordinary smartphones. As one of the world’s slimmest (9.2mm)
and lightest Android smartphones, its super sleek design is unique and stylish. The LG Optimus Black handset’s
dramatically brighter 4-inch Nova LCD display (700 nit) ensures its screen is visible even under direct summer sun
and its 5 megapixel camera and Android powered 1Ghz processor provides enough power to run an entire

“We’re thrilled to be celebrating the introduction of this stylish new Android smartphone by partnering with As an online portal for the latest news in fashion, music and culture, we can’t wait to see how
they’ll use the phone and its content capabilities to their full potential,” said Nathan Dunn, General Manager,
LG Mobile Communications.

“We knew that our challenge was how to demonstrate the capabilities of this phone to our target and to get the
right people talking about it. By partnering with we are able to take the phone directly to our
target and showcase exactly what it can do through amazing content and activations with the phone at the heart
– we’re really excited to see the guys running their entire business using just the LG Optimus Black,”Adam Ross,
Director, Strategy, Co-Creation, Mindshare. covers the latest news from the worlds of Fashion, Music, Art, Design, Nightlife, Celebrity,
Media and also features a creative jobs site, social photos, videos, features and in-depth interviews with creative

# # #

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 arou
nd the world. With 2010 global sales of 55.8 trillion Korean won (USD 48.2 billion), LG comprises four business un
its – Home Entertainment, Mobile Communications, Home Appliance, and Air Conditioning & Energy Solutions. L
G is one of the world’s leading producers of flat panel TVs, mobile devices, air conditioners, washing machines an
d 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 th
e official consumer electronics, mobile phone and data processor of this global sporting event. For more informat
ion, 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 optimized 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.For more information, please visit

Media Contacts:

Lena Sachs
LG-One Australia
02 8281 3875

Caroline Bligh
LG-One Australia
02 8281 3816