LG Electronics to Participate in 'Milan Design Week 2024'... "Aiming for 200% Growth in Ultra-Premium Sales"

Keywords: 'AI·Chopremium'
'Two-track' strategy from Chopremium to volume zone
Targeting 200% sales growth for Chopremium and 140% for volume zone this year

LG Electronics announced on the 15th that it will participate in the world's largest design exhibition, 'Milano Design Week 2024,' held in Milan, Italy, for six days starting from the 16th (local time). The company plans to target the European built-in kitchen appliance market with a variety of new products that combine empathetic intelligence (AI) technology and ultra-premium design.

LG Electronics entered the European built-in market in early 2018 with its ultra-premium kitchen appliance brand, Signature Kitchen Suite. Since last year, starting with IFA, Europe's largest home appliance exhibition, it has been actively expanding into the volume zone and targeting the European market with a two-track strategy. This year, it aims to achieve 200% sales growth in the ultra-premium segment and 140% in the volume zone compared to last year.

Exterior view of the LG Electronics Signature Kitchen Suite showroom in Milan, Italy.
[Photo by LG Electronics]

At this exhibition, LG Electronics will simultaneously propose a 'High-End Lifestyle' that explores the intrinsic value of food and a 'Modern Lifestyle' that pursues diverse tastes and values through a wide range of built-in lineups, from Signature Kitchen Suite to mass premium product groups.

The exhibition hall is designed as a 'Food Culture Lifestyle Magazine' concept, where visitors can experience various lifestyles through storytelling in a 483㎡ space. The space design involved the collaboration of the Italian-Danish designer duo GamFratesi and Korean digital artist Paul C, forming the East-West hybrid design studio GamFratesi&P.

The exhibition space is composed of ▲ the main kitchen zone where visitors can feel the brand philosophy of Signature Kitchen Suite, 'True to Food,' ▲ two Signature Kitchen Suite sub-kitchen zones expressing the values of nature and creation respectively, ▲ a wine cellar zone with a cave-like concept conveying the deep aroma and flavor of wine, and ▲ a mass premium sub-kitchen zone expressing various values of life.

In particular, a new oven product equipped with AI functions and energy efficiency can be seen in the Signature Kitchen Suite sub-kitchen zone. This product, debuting in the European market, features an AI camera inside the oven that identifies ingredients and suggests settings such as temperature and time optimized for various recipes and cooking methods. It has a large capacity of 76ℓ and an energy efficiency rating of A+.

The Signature Kitchen Suite sub-kitchen zone also exhibits new products such as a downdraft hood integrated with an island countertop, enhancing both design and functionality.

A cooking show by Chef Fabrizio Ferrari will also be held. Visitors can enjoy wine tasting and zero-waste oven baking, among other activities.

LG Electronics will also participate in 'EuroCucina' held at the exhibition venue and the off-site exhibition 'Fuorisalone' in downtown Milan to showcase differentiated customer experiences. Through the Signature Kitchen Suite showroom operating in Milan, it will present an ultra-premium integrated kitchen solution under the theme 'The Art of Precision.'

The Signature Kitchen Suite 'Wine Cabin,' created in collaboration with Milan architectural design group M2 Atelier, will be unveiled for the first time at the showroom. It features a 360-degree rotating structure with a wine cellar at the bottom and wine glass display/storage space and a cigar box at the top. Visitors can also see an under-counter modular refrigerator designed by world-renowned furniture designer Patricia Urquiola. Reflecting the trend of blurring the boundaries between kitchen and living room and utilizing space according to personal taste, this product integrates the functions and forms of kitchen appliances and living room furniture.

Additionally, through various artworks and experience programs such as origami decorations symbolizing the craftsmanship of Signature Kitchen Suite and paintings by Urquiola, the design philosophy and value of ultra-premium built-in appliances will be conveyed.

Visitors can also check out various LG Electronics products at the showroom of the Dutch premium lifestyle brand 'Moooi.' Products to be showcased include the newly released 'MoodUp InstaView Top Refrigerator Bottom Freezer' launching this month, as well as the 'All New Styler,' 'ShuCase,' and 'OLED Pose TV.' The 'AeroFurniture,' reborn with unique patterns in collaboration with Moooi, will also be revealed.

Ryu Jae-chul, President of LG Electronics H&A Business Division, said, "We will expand our influence in the European region by targeting diverse customer preferences not only with the ultra-premium product group through Signature Kitchen Suite but also with the mass premium product group, which we actively entered last year."