LG Electronics has recently opened Ground 220, a customer experience space specifically tailored for Generation Z. (Image courtesy of LG Electronics)
SEOUL, Dec. 26 (Korea Bizwire) – LG Electronics has recently opened Ground 220, a customer experience space specifically tailored for Generation Z (those born in the mid-1990s to early 2000s).
This innovative space, which opened its doors on December 15 with a series of talks and music concerts, is drawing attention for heavily incorporating ideas from members of Gen Z themselves. Initially open to pre-booked visitors for a week, the space is now accessible to the public without the need to make a reservation.
On December 25, LG Electronics revealed that the planning for Ground 220 involved the participation of the company’s advisory panel, the LG Crew, comprised of Gen Z members. The LG Crew, a group of university students, was formed through a public selection process to use insights gained from interacting with members of Gen Z in developing new customer experiences.
From April to August, they worked on sharing Gen Z experiences in the four areas of working, resting, playing and eating, and reinterpreting LG Electronics products and services from a Gen Z perspective.
The space is now accessible to the public without the need to make a reservation. (Image courtesy of LG Electronics)
LG Electronics decided to collaborate with members of the LG Crew who expressed interest in planning the Ground 220 space. Given the target demographic, it was deemed beneficial to reflect the vibrant ideas of Gen Z directly. Over two months, the LG Crew held about ten meetings and submitted various innovative ideas to LG Electronics.
One of the LG Crew’s suggestions was to augment the sense of belonging in the space using avatars and ID cards. In the Ground 220 web application, visitors can create their avatars, name them, and participate in various experience programs to develop and personalize their avatars. This idea stemmed from recognizing Gen Z’s familiarity with gamification, thereby extending avatar development into a customer experience.
Another concept from the university students was a photo booth on-site where visitors can take pictures and print them in ID card format. The intention was to foster a sense of belonging, encouraging frequent visits to the space. The ID cards come with printed QR codes for easy participation in different experiences.
It’s not just a space to experience LG Electronics products but also offers various programs related to the products. (Image courtesy of LG Electronics)
Additionally, the students proposed incorporating emotionally resonant illustrations reminiscent of stickers on site guides, which could be used to decorate diaries, rooms, refrigerators.
An LG Electronics representative expressed enthusiasm about the project, saying, “Real ideas from Gen Z have helped make Ground 220 a more dynamic place. We are excited to create new customer experiences with Gen Z at Ground 220.”
Ground 220, located in Yangpyeong-dong, Yeongdeungpo District, Seoul, spans approximately 1,000 square meters. It’s not just a space to experience LG Electronics products but also offers various programs related to the products. Visitors can participate in activities such as meditation, tea drinking, and learning hobbies from experts, all using LG Electronics products.
Feedback from customers who visited Ground 220 during the reservation period was positive, including comments like, “It was a new atmosphere where I could use the products comfortably without being bothered,” and “After trying out the product I was considering, I am now sure about my purchase.”
Kevin Lee (kevinlee@koreabizwire.com)
