'Targeting the MZ Generation' LG Electronics Opens Arcade Experience with OLED TVs

[Asia Economy Reporter Suyeon Woo] LG Electronics is launching a unique experiential marketing campaign targeting the MZ generation (Millennials + Generation Z) with the concept of "providing a gaming experience on a different level" through OLED TVs.

LG Electronics announced on the 20th that it will open a 430㎡ pop-up store called 'Geumseong Arcade' at the fashion edit shop Soophee located in Seongsu-dong, Seoul, from the 21st of this month until December 19th. Geumseong Arcade is a unique experiential space with a Newtro (a blend of New and Retro) concept decorated with OLED TVs, designed for the MZ generation seeking new experiences and enjoyment.

Here, visitors can enjoy the OLED TV and the nostalgic atmosphere of an arcade simultaneously. Additionally, LG Electronics created a complex cultural experience space composed of ▲ OLED Gaming Zone ▲ Lifestyle Experience Zone ▲ a caf? space where visitors can enjoy Geumseong Arcade goods, allowing people to experience not only games but also past memories and new lifestyles at the same time.

LG Electronics will open 'Geumseong Arcade' in Seongsu-dong, Seoul, from the 21st of this month to December 19th. Geumseong Arcade is a complex cultural experience space designed to allow visitors to enjoy not only games but also memories of the past and a new lifestyle simultaneously. Models are enjoying games on LG OLED TVs. Photo by LG Electronics

In the OLED Gaming Zone, which visitors enter through the 'Self-Lit Tunnel' shaped like self-emitting OLED pixels, they can enjoy a variety of games ranging from nostalgic arcade games to the latest console games on about 10 LG OLED TVs. Especially, the Racing Game Zone, equipped with a large display made by connecting three 48-inch OLED TVs, offers an ultimate immersive experience.

LG Electronics collaborated with Shinsegae Food to create a caf? space where visitors can enjoy various Korean snacks and beverages. Exclusive Geumseong Arcade goods such as eco bags, mugs, and tumblers featuring the logo of Geumseongsa, LG Electronics’ predecessor, are also introduced. An outdoor terrace space includes a Lifestyle Experience Zone utilizing the private wireless screen 'LG StanbyME' to allow visitors to naturally experience the product.

Geumseong Arcade allows sequential entry according to the capacity limits in each space based on basic COVID-19 prevention guidelines. Customers wishing to visit Geumseong Arcade can enter after checking in at the reception desk located at the arcade entrance and following the official Instagram account. Games inside the arcade are provided free of charge.

LG OLED TVs are recognized for having industry-leading gaming performance, equipped with ▲ 1ms response time ▲ variable refresh rate features such as G-SYNC Compatible and Radeon FreeSync ▲ Game Optimizer that optimizes picture and sound quality for games with simple controls ▲ and broad support for HDMI 2.1.

Another advantage of LG OLED TVs is their eye comfort even during long viewing sessions. LG OLED TVs have received the 'i-SAFE Display' certification, developed jointly by the U.S. eye safety specialized organization i-SAFE and Germany’s TUV Rheinland. Additionally, the panels are verified as 'Flicker-Free' by the U.S. Underwriters Laboratories (UL), ensuring no screen flicker.

Kim Sun-hyung, Head of Marketing for Korea HE at LG Electronics, said, "We will actively communicate with the MZ generation seeking new experiences by emphasizing the next-level picture quality and gaming performance of LG OLED TVs."