Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
LG Electronics launches premium 'furniture-appliance' brand
Song Dae-hyun, from left, head of LG Electronics' home appliance & air solution division; Choi Sang-gyu, head of LG's Korean marketing division; Italian designer Stefano Giovannoni; and Kwon Bong-suk, head of LG's home entertainment division introduce LG's Objet TV, audio system, air purifier and refrigerator during a press event at the MOSS Studio in southern Seoul, Thursday. / Courtesy of LG Electronics
By Baek Byung-yeul
By Baek Byung-yeul
LG Electronics unveiled LG Objet, its cross-category, premium brand, Thursday, combining home appliances with furniture to attract an increasing number of consumers looking to create a more coordinated, polished home interior.
Introducing the LG Objet brand as “premium private appliances,” LG rolled out four home appliances including a small refrigerator, an air purifier, audio system and TV under the Objet brand.
Song Dae-hyun, head of LG's home appliance & air solution division, said LG Objet is LG's second premium brand following LG Signature which was launched in 2016.
“The Objet brand is a concept of combining home appliances and furniture. While LG Signature is a premium home appliance brand, the Objet brand mainly targets customers who want to furnish and decorate their private spaces by themselves,” Song said during a press conference at the MOOS Studio in southern Seoul, Thursday.
LG said the distinguishable characteristics of LG Objet from other home appliances come from utilizing various materials for products. To deliver more uniquely designed products the brand uses wood and metal. LG said it also collaborated with renowned Italian designer Stefano Giovannoni.
Song said it took about two years to launch the new brand. “We have prepared for the Objet brand for more than two years. Giovannoni helped us a lot to ensure completeness of products. I hope the Objet brand can deliver a new lifestyle experience to customers,” Song said.
Giovannoni said he joined the project because he “got interested in the concept of combining home appliances with furniture.”
“The goal of the Objet brand is to make familiar but yet original products that don't exist in the world,” Giovannoni said.
Song said the Objet products will be available only in Korea for now, and added the firm will also seek expansion in the business-to-business sector with the Objet products.
The Objet air purifier and refrigerator each have a price tag of 1.99 million won ($1,750). Both products use premium ash wood for a classy look. As the Objet refrigerator uses thermoelectric semiconductors for cooling, it makes less noise than other refrigerators that use compressors and refrigerant gas.
As the Objet refrigerator uses thermoelectric cooling modules, it makes less noise.
LG said the Objet TV comes with a 65-inch Super Ultra HD display and a sound bar. Inside the TV set, there is a management layer for storage purpose as well. It will be sold for 9.99 million won ($8,800). For the Objet audio system, LG collaborated with British audio company Meridian Audio.
LG said the four products are available at LG's home appliance stores and local department stores starting Nov. 1. The products will be custom-made and take up to three weeks after purchasing.