The Signature Kitchen Suite (Image courtesy of LG Electronics)
MILAN, Apr. 15 (Korea Bizwire) — LG Electronics has embarked on a ‘two-track’ strategy, unveiling both ultra-premium and volume-tier products, as it aims to strengthen its position in the European built-in kitchen appliance market.
The company announced on April 15 that it will participate in the Milan Design Week 2024, the world’s largest design exhibition, taking place from April 16 to 21 in Milan, Italy.
Through its diverse built-in lineup, LG Electronics plans to simultaneously showcase a high-end lifestyle that explores the inherent value of food, as well as a modern lifestyle catering to various tastes and values.
Covering an area of almost 500 square meters, the exhibition space is designed as a food culture lifestyle magazine, allowing visitors to experience different lifestyles through storytelling.
The space’s design was a collaboration involving GamFratesi&P, a design studio formed by the Italian-Danish designer duo GamFratesi and Korean digital artist Paul C.
The exhibition area features a main kitchen zone embodying the brand philosophy of the Signature Kitchen Suite, complemented by a sub-kitchen zone and a wine cellar zone.
One highlight will be the European debut of a new oven equipped with AI capabilities. An internal AI camera identifies ingredients and suggests various recipes, as well as optimized temperature and cooking times. This large-capacity 76L oven boasts an energy efficiency rating of A+.
LG Electronics will participate in the Milan Design Week 2024. (Image courtesy of LG Electronics)
At the Fuorisalone off-site exhibition, LG Electronics will present its ultra-premium integrated kitchen solutions under the theme ‘Aesthetics of Precision’ at the Signature Kitchen Suite showroom in downtown Milan.
The showroom will unveil the Wine Cabin, a collaborative effort between LG and the Milanese architectural design group M2 Atelier. This 360-degree rotating structure features a wine cellar on the lower level and a wine glass display and cigar box storage on the upper level.
Visitors can also experience an undercounter modular refrigerator designed by renowned furniture designer Patricia Urquiola, blending the functions and forms of kitchen appliances and living room furniture.
At the showroom of Dutch premium lifestyle brand Moooi, LG Electronics will showcase its newly launched InstaView Door-in-Door refrigerator with the Mood Up design, as well as a reimagined AeroFurniture collection featuring unique patterns.
After initially entering the European built-in market in 2018 with its ultra-premium Signature Kitchen Suite brand, LG Electronics has actively expanded into the volume tier since the IFA 2023 trade show last year.
For 2024, the company aims to achieve a 200% sales increase in the ultra-premium segment and a 140% increase in the volume tier compared to the previous year.
“Through not only our ultra-premium Signature Kitchen Suite lineup but also our mass-premium products that we actively introduced last year, we will cater to diverse customer tastes and expand our influence in Europe,” said Ryu Jae-cheol, president of LG Electronics’ H&A Division.
Kevin Lee (kevinlee@koreabizwire.com)
