Was There Such a Refrigerator from LG Electronics?... Ultra-Premium Appliances Targeting the Top 1%

'LG Signature Suite Kitchen' Showroom Report
Exhibition of Ultra-Premium Products

At Mooi Showroom, 17 LG Appliances... 3 Years of Collaboration

On the afternoon of the 15th, a day before the opening of the 'Milano Design Week' (local time), the LG Electronics Signature Kitchen Suite showroom located near Piazza Cavour in Italy was bustling. Ultra-premium products for the top 1% of European customers were displayed like a gallery.

The Signature Kitchen Suite, featuring home appliances worth tens of millions of won that create a luxurious atmosphere, was busy welcoming customers including tourists from around the world. The Signature Kitchen Suite, spanning about 300 pyeong (1100㎡) over two floors above ground and one basement level, was established by LG Electronics in 2020 to target the European market with only ultra-premium appliances. During this Milano Design Week, it is holding a showcase under the theme 'The Art of Precision.'

LG Electronics is exhibiting an under-counter modular refrigerator at the Signature Kitchen Suite showroom located near Piazza Cabur Square in Italy on the afternoon of the 15th (local time).
[Photo by Han Yeju]

On this day, LG Electronics exhibited two new designer collaboration products. The first product introduced was a 'drawer-type (under-counter modular) refrigerator' created in partnership with world-renowned furniture designer and architect Patricia Urquiola. This product, which looks like a green drawer cabinet, was designed with the trend of blurring the boundaries between kitchen and living room in mind, making it suitable for placement in the living room without disrupting the interior design.

Seong Jae-wook, head of LG Electronics Kitchen Solution Overseas Sales Team, explained, "This product is custom-made upon customer order. Compared to regular refrigerators, the price difference is more than tenfold, but it is attracting considerable interest among the top 1% of customers."

Signature Kitchen Suite 'Wine Cabin' created in collaboration with Milan architecture and design group M2 Atelier. It features an upper section with a wine glass holder and cigar box, and a lower section that can be used as a wine cellar.
[Photo by Han Yeju]

The Signature Kitchen Suite 'Wine Cabin,' designed by the Milan architectural design group M2 Atelier, was also introduced for the first time. This product features a 360-degree rotating structure with a lower section that can store 25 bottles of wine, and an upper section composed of space for displaying and storing wine glasses and a cigar box. The product price alone is approximately 30 million won, making it an ultra-premium item.

Team leader Seong said, "If you purchase just the wine cellar separately, it costs about 2,499 euros (approximately 3.69 million won). Signature Kitchen Suite targets the top 1% of customers, but designer products like this are aimed at those who want something even more luxurious among them."

Various LG Electronics products were also available at the Moooi showroom near the Signature Kitchen Suite Milan showroom. The collaboration between Dutch premium lifestyle brand Moooi, which operates in fabric, lighting, and furniture, and LG Electronics has continued for three years this year.

At the Moooi showroom, a total of 17 units of 7 LG Electronics home appliances were exhibited, including the OLED TV Pose, MoodUp InstaView refrigerator with top fridge and bottom freezer, All New Styler, Showcase, StanbyMe, and XBOOM. LG Electronics products naturally blended with the showroom’s atmosphere and stood out.

Marcel Wanders, co-founder and chief designer of Moooi, whom we met at the showroom that day, said, "My favorite LG product is the vacuum cleaner," and added, "Collaborating with LG is always amazing and highly anticipated."

Dutch premium lifestyle brand Moooi showroom. LG Electronics has been collaborating with Moooi for three years.
[Photo by Han Yeju]

LG Electronics plans to continuously target the European market with Moooi by embedding the philosophy of 'Life is Good' into its designs.

Im Ah-jeong, head of the Brand Marketing Team, said, "Moooi does not follow ordinary designs but pursues unique designs, which aligns with LG Electronics’ pathbreaking products like Showcase and Styler that are unprecedented in the industry. The collaboration between the two companies has advanced to a higher level in home appliances and TVs, and we will continue to target the European market through this partnership."