LG Electronics announced on the 4th that it will participate in IFA 2025, Europe’s largest home appliance exhibition, to be held in Berlin, Germany, starting on September 5 (local time). The photo shows the entrance to the exhibition hall featuring the ‘LG AI Orchestra of Appliances,’ a performance space symbolizing ‘LG AI Home.’ (Photo courtesy of LG Electronics)
BERLIN, Sept. 4 (Korea Bizwire) — On the eve of Europe’s largest consumer electronics fair, LG Electronics unveiled a sprawling exhibition that cast its artificial intelligence appliances as a finely tuned orchestra — a metaphor underscoring its ambitions to harmonize technology and everyday life while deepening its foothold in Europe.
At IFA 2025 in Berlin, LG opened a 3,745-square-meter pavilion themed “The Orchestra of LG AI Appliances.” At the center of the showcase was “LG ThinQ One,” an AI hub conducting 21 interconnected devices in a multimedia performance.
The display highlighted not just connectivity but also LG’s software-hardware ecosystem, with features such as ThinQ Up, which continuously updates appliances, and ThinQ Care, which monitors their condition for safer use.
The company leaned heavily into localization, presenting 25 new AI-driven products tailored to European households, including washer-dryer combos, customized layouts for compact living spaces, and upgraded motors designed for efficiency. “We optimized these products after home visits and data analysis of European usage patterns,” an LG executive said.
LG Electronics announced on the 4th that it will participate in IFA 2025, Europe’s largest home appliance exhibition, to be held in Berlin, Germany, starting on September 5 (local time). The photo shows models inside the ‘AI CoreTech Zone’ of LG’s exhibition booth, introducing the company’s dual inverter heat pump technology on a media wall and showcasing a specially designed display that reveals the internal operating principles of its Europe-targeted washer-dryer combo, the ‘WashCombo.’ (Photo courtesy of LG Electronics)
Crowd-drawers included the world’s first wireless, transparent TV — the Signature OLED T — now expanding into Europe after its North American debut, along with a refreshed lineup of robot and cordless vacuum cleaners.
LG also demonstrated how its AI home can extend beyond the house through “Schpilraum,” a mobility solution that links vehicles and living spaces.
Beyond consumers, LG carved out a record 1,762 square meters for B2B consultations with local distributors, signaling a broader push to grow its enterprise footprint.
The emphasis on tangible innovation marked a shift from last year’s more conceptual approach. CEO Cho Joo-wan previously admitted that LG’s earlier AI vision may have seemed abstract.
This year’s focus on market-ready products — from energy-efficient appliances to transparent displays — suggested a sharper strategy to compete in Europe, one of the world’s most competitive premium appliance markets.
Kevin Lee (kevinlee@koreabizwire.com)
