Samsung Electronics Sets Up 292-Pyeong Booth... Showcases Built-in Package
LG Electronics Aims for 140% Sales Achievement with Ultra-Premium Products
Samsung Electronics and LG Electronics will participate in the 'Milano Design Week·EuroCucina 2024' held in Milan, Italy, from the 16th to the 21st (local time).
Milano Design Week is the world's largest global design and furniture exhibition with over 2,300 companies participating, and EuroCucina is a biennial kitchen appliance and furniture exhibition held alongside the design week, offering an international event where the latest trends and technologies related to kitchens can be seen at a glance.
The EuroCucina 2024 exhibition held in Milan, Italy, showcasing Bespoke AI and new European built-in products on display / Photo by Samsung Electronics
'Samsung Bespoke' More Connected with SmartThings and AI Home
On the 15th, Samsung Electronics set up a booth of about 964㎡ (approximately 292 pyeong), expanded from last year, at EuroCucina, showcasing the 'Bespoke Artificial Intelligence (AI)' appliance lineup and various built-in packages targeting the European market.
Samsung Electronics presents scenarios implementing the 'Calm Onboarding' that minimizes user effort to easily connect to SmartThings, and the 'Screen Everywhere' strategy that equips appliances with large displays to easily connect and control various products in the home.
In particular, the kitchen space is connected through the 'Bespoke AI Family Hub' refrigerator equipped with a 32-inch wide screen and AI vision recognition technology, and the 'Anyplace Induction' with AI home based on a 7-inch touchscreen, showing a multi-device experience that allows easy control of other appliances anywhere in the home, including the 'Bespoke AI Combo' washer and dryer in the laundry room. Not only kitchen appliances but also living appliances such as washing machines, air purifiers, and robot vacuum cleaners are exhibited together, proposing connection scenarios that can be usefully applied from the laundry room to the living room.
The 'Anyplace Induction' is the flagship product among the new lineup released first in Europe this year. By applying a flat square-shaped sheet coil, it allows uniform cooking anywhere on the top plate without boundaries of the heating zones, enabling 154% more space utilization than the existing 4-zone induction cooktop.
Samsung Electronics also applies an AI saving mode that reduces energy consumption by utilizing AI functions in built-in appliances and introduces various energy-efficient models.
Lee Moo-hyung, Vice President of Samsung Electronics' Device Solutions Business Division, said, "This EuroCucina is an opportunity to inform European consumers of the enhanced appliance connection experience where Samsung's unique AI meets the screen," adding, "We will actively target the European market with Bespoke AI appliances and new built-in kitchen packages."
Exterior view of the LG Electronics Signature Kitchen Suite showroom in Milan, Italy. [Photo by LG Electronics]
LG Electronics' 'Two-Track' Strategy from Ultra-Premium to Volume Zone
LG Electronics plans to target the European built-in kitchen appliance market with various new products combining empathic intelligence (AI) technology and ultra-premium design. In particular, LG aims to achieve 200% sales growth in the ultra-premium segment and 140% in the volume zone this year by pursuing a two-track strategy covering both segments in the European market.
The exhibition hall is designed with a 483㎡ space under the concept of a 'Food Culture Lifestyle Magazine,' where various lifestyles can be experienced through storytelling. The space design involved the Italian-Danish designer duo GamFratesi and Korean digital artist Paul C collaborating to create the East-West hybrid design studio GamFratesi&P.
The exhibition space consists 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 conveying the deep aroma and flavor of wine with a cave-like concept, and ▲ a mass premium sub-kitchen zone expressing various values of life.
Especially, a new oven product 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 optimized for various recipes and cooking times and temperatures. It has a large capacity of 76 liters and an energy efficiency rating of A+.
The Signature Kitchen Suite 'Wine Cabin,' created in collaboration with Milan architectural design group M2 Atelier, will also be unveiled for the first time in 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.
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 line through Signature Kitchen Suite but also with the mass premium product line, which we actively entered last year."
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