Luxury Love in the Home Appliance Industry...A Flood of Collaborations with Overseas Premium Brands

LG Electronics is conducting joint marketing for its ultra-premium 'LG SIGNATURE' with the Italian luxury residential furniture brand 'Molteni&C' and the kitchen furniture brand 'Dada'.

[Asia Economy Reporter Dongwoo Lee] The domestic home appliance industry is strengthening its premium image through collaborations such as joint exhibitions and promotions with overseas luxury brands.

According to the industry on the 25th, Samsung Electronics was selected as the No. 1 in the refrigerator category of the '2020 Korea Satisfaction Index (KS-QEI)' for the ninth consecutive year.

Samsung Electronics' 'New Chef Collection' refrigerator collaborated with a European material specialist company to complete a luxury design with a millennial sensibility. To cater to consumer preferences, it introduced door panels in five colors: Mare Blue, Sera Black, Hond Navy, Hond Beige, and Hond Light Silver.

Among them, the premium panel 'Mare Blue' was created in collaboration with De Castelli, an Italian metal processing specialist. De Castelli is famous for collaborating with top industry companies such as the luxury car brand Maserati, and Samsung Electronics is the first global home appliance company to collaborate with them.

Mare Blue is characterized by expressing both dynamism and tranquility, inspired by the sea of Venice, Italy. All panels are handmade, so no two patterns are the same. This allows consumers to own a one-of-a-kind refrigerator in the world. Not only was the door panel differentiated, but an 'Edge Frame' was applied to the door corners to enhance sturdiness. Consumers can choose between golden copper and dark chrome for the Edge Frame according to their preference.

LG Electronics is conducting joint marketing for its ultra-premium 'LG SIGNATURE' with the Italian luxury residential furniture brand 'Molteni&C' and kitchen furniture brand 'Dada.'

LG Electronics signed a business agreement with Molteni&C S.P.A., which operates the 'Molteni&C' and 'Dada' brands, and decided to cooperate comprehensively for the next three years in joint marketing, exhibitions, promotions, and product development.

Recently, the two companies have been exhibiting the 'LG SIGNATURE OLED 8K TV' at the 'Molteni Museum' in Italy, where Molteni&C products are displayed. The LG SIGNATURE OLED 8K will also be exhibited at the newly opened 'Molteni Flagship Store' in Paris, France, next month.

LG Electronics said, "Through collaboration, we will focus on showcasing advanced technology and restrained modern aesthetics that harmonize to present luxurious living spaces and sophisticated lifestyles."