There are very few times that I can remember being ‘blown away’ at a home appliances launch but that’s exactly what happened in Dubai, late August. Witnessing the LG SIGNATURE ultra-premium brand experience on stage at the Dubai Opera introduced discerning (and wealthy) consumers to a new dimension in state-of-the-art home appliance technology.
The innovative and exquisitely designed LG SIGNATURE family consists of four products – the world’s thinnest and arguably most stunning OLED television (less than 4mm thick), which is mounted on magnets and takes the captivating viewing and listening experience to the next level; a sleek refrigerator with a beautiful InstaView Door-in-Door feature to keep food fresher for longer; a bold new black stainless steel washer and white all-in-one washer/dryer unit; and an intuitive air purifier designed to filter the air in any home and environment in order to protect your family from pollutants and allergens in the air.
“Each of the products presented are designed with simple and efficient functionality in mind – from conception to the final user experience,” says Kevin Cha, president, LG Electronics, Middle East & Africa. “And whilst maintaining the brand’s modern, premium and artistic signature design, LG believes individuals residing within the region can experience the most visually astounding and beautiful home appliances turning their living spaces into highly functioning and visually stunning masterpieces.”
LG SIGNATURE redefines the future of luxury home appliances and entertainment solutions. The simple world-class design philosophy, with discriminating attention to detail, eliminates unnecessary elements, thereby representing the ultimate in elegant simplicity.
Home appliances available in the LG SIGNATURE brand for the GCC include:
The LG SIGNATURE OLED TV W
LG SIGNATURE OLED TV W (77/65-inch), the winner of over 45 prestigious awards including the 2017 CES Best of Innovation Award, embodies breakthrough innovation in television technologies and exquisite premium design. The W7 series follows LG’s “less is more” philosophy, stripping away everything to emphasise the beauty of the screen alone. The W7’s sleek razor-thin profile makes the TV appear to be levitating in mid-air, adding to a sense of visual wonderment.
W7 series models are less than 4mm thick when measured from the wall without any gap between the TV and the wall. The sense of immersion is completed through up-firing speakers with Dolby Atmos sound. The W7 series lives up to LG OLED TV’s unrivalled ability to reproduce the most lifelike images of any TV product. Additionally, it offers up to one billion possible colours and uses ULTRA Luminance technology to deliver greater brightness according to the content being displayed. The W7 series features Active HDR to render brighter scenes and greater shadow detail for HDR content. In addition, it supports multiple HDR formats, including Dolby Vision, HDR10, HLG (Hybrid Log Gamma).
LG SIGNATURE Refrigerator
The LG SIGNATURE refrigerator is both intuitive and revolutionary. LG has taken its award-winning Doorin- Door design one step further by adding the InstaView Door-in-Door feature that makes the Doorin- Door compartment transparent with two quick knocks. The transparent surface allows customers to see inside the refrigerator without having to open the door, thereby ensuring significant energy savings by limiting cold air loss.
Even more futuristic is the new Auto Open Door feature which activates as a user approaches the refrigerator, allowing for quick and easy hands-free access. The LG SIGNATURE refrigerator is powered by LG’s Inverter Linear Compressor which automatically adjusts its cooling capacity based on conditions inside the compartment. It also generates less internal friction due to its unique design and is backed by a 10-year warranty.
The LG SIGNATURE Washing Machine
The unique-looking LG SIGNATURE washing machine is an advanced version of the LG TWINWash washer. The premium 24-inch front load washing machine is more durable, convenient and sophisticated than ever and features the unique pedestal TWINWash Mini under the main unit.
The minimalistic design of the LG SIGNATURE washing machine is highlighted by the beautiful touch-enabled Quick Circle User Interface which is embedded in the glass door. Positioned at a 17-degree angle, the panel is easy to see when standing. The Push Open washing machine door can be opened with a slight push, even when the user’s hands are full. Meanwhile, the washer’s enamel coating not only gives it a sleek, sophisticated look, but also repels fingerprints and corrosion.
The LG SIGNATURE washing machine comes equipped with LG’s proprietary Centum System which improves the washing machine’s durability and energy efficiency with an advanced suspension system. Noise emission in operation is greatly decreased because of the system which minimises the tub’s vibrations during a wash cycle.
The LG SIGNATURE Air Purifier
LG believes that nothing is more important than clean air. The LG SIGNATURE air purifier allows the air cleaning process to be a visual experience with its innovative transparent panel. Equipped with an advanced Watering Engine, this air purifier harnesses the power of water to filter out harmful chemicals and contaminants while quickly bringing the room to comfortable humidity levels.
The unit is equipped with LG’s SIGNATURE Black Filter System, allowing consumers to reuse the filters for up to 10 years, saving money. While fine dust particles are totally invisible to the naked eye, customers can see the air quality of their indoor environment by simply glancing at LG’s Smart Indicator. Positioned on the control display, the indicator shows air quality with a colour scheme that is easy to read. Damaging substances like PM10, PM2.5 and even PM1.0 can be detected.
All LG SIGNATURE products are available at the LG brand shops and at leading retail stores across the GCC in October. LG SIGNATURE highlights the true extent of LG’s innovation leadership and the company’s passion for consumer-centric insights that drive the evolution of life.
As with most pioneering paradigm shifts, the cost of innovative luxury can be significant. The 65-inch TV begins at BD5,500 while the refrigerator begins at BD2,500. The space age design washing machine retails for BD1,500 while the air purifier starts at BD499.
Contact Kiran Kumar on 39 958-464 or LG’s Sehla showroom on 17 404-590 for more information on the LG SIGNATURE brand and its cutting-edge products.
GEORGE F MIDDLETON
