[Mania] LG's Personalized 'My Routine'... Visiting Z Generation Communication Space 'Ground 220'

'Ground220' Located in Yangpyeong-dong
Offers Not Only Product Displays but Also Various Experiences

LG Electronics, which emphasizes 'customer experience,' has created another customer experience space called 'Ground220.' This space, designed not only to showcase LG Electronics' products but also to offer various related programs, is filled with interesting attractions that captivate Generation Z (born 1996?2010). On the 20th, we visited LG Electronics' Ground220 located in Yangpyeong-dong, Yeongdeungpo-gu, Seoul.

Ground220 carries the concept of 'a space to create my own new routine.' In line with LG Electronics' brand philosophy 'Life's Good,' it can be seen as a space to reflect on 'what I usually like' and 'what kind of routine I live my daily life in.' This reflects LG Electronics' intention to strengthen communication with Generation Z and enhance brand value.

LG Electronics aims to strengthen communication with Generation Z and expand brand value through Ground220. To enter Ground220, visitors must go through the check-in zone.
[Photo by Han Yeju]

The first step at Ground220 also begins with 'finding my taste.' Following staff guidance, visitors take an online test accessed via a smartphone QR code on the homepage, which categorizes them into six types: Healthy, Tasty, Stylish, Mind Peace, Creative, and Upgrade. This concept is similar to the MBTI personality test. Each of the six types has its own character, and for each character, two experiences and rest options are suggested, encouraging the use of LG Electronics' products. The journalist, identified as a 'Health Routinier,' was recommended to try the 'LG Tiun Mini' and 'LG Tone Free' experiences.

To fully experience the space, heavy outerwear was stored in the LG Styler, a system where clothes are taken care of and retrieved upon leaving.

As a result of the online test, the reporter was identified as a 'Health Lutinor'.
[Photo by Ground220 screen capture]

Turning the gaze inward, the free atmosphere and various visitors using the products were immediately noticeable. Especially in the main area, Routine Ground, sofa seats ideal for experiencing 'StandbyME' and 'StandbyME GO' were arranged, along with laptop seats for laptops such as Gram, View Plus, and Fold, allowing visitors to use the products in their preferred space without feeling self-conscious, which was impressive.

An LG Electronics staff member on site explained, "Many customers who are considering purchasing products or want to try them out actually visit here frequently," adding, "Young visitors also come to casually sample OTT services like TVING and Netflix without feeling pressured, as the space is not cramped and staff do not watch over them closely."

At Ground220, visitors were freely using various products from LG Electronics in a relaxed atmosphere.
[Photo by Han Yeju]

The collaboration with 'Archivist,' a famous cafe in Seochon, also contributed to creating a comfortable atmosphere. This allowed customers to use the space without burden, as if casually visiting a cafe rather than just experiencing products. The cafe offered iconic drinks created for Ground220 and desserts tailored to the six Routinier types.

In one corner of the cafe, a flower tea tasting zone was set up using marigolds grown with LG Electronics' plant appliance 'Tiun Mini.' To reduce barriers for visitors unfamiliar with plant appliances, a brief explanation was provided before enjoying the tea, making the product more approachable.

A flower tea tasting zone featuring marigolds grown with LG Electronics' plant appliance 'Tiiun Mini.'
Photo by Han Yeju

Various reservation-based classes on themes to discover one's own routine are also operated. On the day of the visit, a class teaching beauty routines using 'LG Pra.L' was held. When classes are not in session, many customers enjoy relaxing on bean bags while listening to jazz, making it a highly satisfying space.

A class demonstrating a beauty routine using 'LG Pra.L' was held. The class is conducted daily with different themes.
[Photo by Han Yeju]

A space to experience LG Electronics' new products was also created. This area, which changes approximately every three weeks to a month, displayed the 'LG HomeBrew,' a handcrafted beer maker produced as a special edition commemorating the LG Twins' championship. Various benefits, such as signed balls or raffles, are offered to customers who purchase products on site.

Additionally, a goods studio created in collaboration with brands pursuing the same direction as Ground220's identity and a photo studio reflecting Generation Z's preference for photography were prepared. These were produced with the participation of 'LG Crew,' composed of university students.

A space has been created to attract the interest of Generation Z through goods collaborated with various brands.
[Photo by Han Yeju]

LG Electronics announced that more than 1,000 visitors came to Ground220 from the 16th to the 18th alone. It is clear that this space arouses great interest among many customers by not merely allowing them to experience the company's products but also suggesting ways to integrate them into their daily lives. The more than 20 products displayed at Ground220 and the LG Best Shop on the building's first floor also naturally facilitate customer inflow.