- Luxury Brand's Unparalleled Design Highlighted Through Expert Panel 
Discussion and Compelling, Collaborative Artwork 

LG SIGNATURE hosted an exhibition at Milan Design Week 2019, showcasing the 
uncompromising style and advanced functionality of the brand's innovative 
products. Making its European debut and captivating visitors with its 
changeable form factor, the groundbreaking LG SIGNATURE OLED TV R (model 65R9) 
served as the centerpiece of a stunning art installation named 'Redefining 
Space.' 

For the full multimedia release, click here: 
https://www.multivu.com/players/English/8530251-lg-signature-mdw-2019/ 

Developed in collaboration with acclaimed British architecture and industrial 
design firm, Foster + Partners, the two-story installation highlighted LG 
SIGNATURE's unrivalled blend of cutting-edge technology and timeless elegance. 
Anchored by the world's first rollable TV, the artwork explored new concepts of 
spatial integration, combining image, light and sound to create a mesmerizing 
visual and auditory experience. As part of design week, the 65R9 was also 
seamlessly merged with an icon of modern furniture: the Basilica Table by 
design legend, Mario Bellini. Originally produced by Cassina in 1977, the table 
was reimagined and updated by Bellini and LG SIGNATURE to accommodate the 
unique OLED TV R.

The exhibition also allowed visitors to see the full range of sleek, minimalist 
LG SIGNATURE products in a premium lifestyle setting. Complementing the refined 
OLED TV were the latest LG SIGNATURE refrigerator, washing machine, air 
purifier and the soon-to-be-launched wine cellar. Equipped with Auto Lift 
Drawer for easy access and the Multi Temperature Control, which ensures the 
ideal conditions for different varieties of wine, the exclusive LG SIGNATURE 
Wine Cellar is the perfect storage solution for connoisseurs and collectors.

Additionally, a panel comprising brand ambassadors Stefan Diez and Hadi 
Teherani, and representatives from LG, discussed how technology is redefining 
interior design and the important role and influence of LG SIGNATURE in this 
shift. The informative talk was moderated by Alba Cappellieri, the Director of 
the Fashion Design Degree at the Politecnico di Milano.

"Innovation is the key to creating connections that were previously 
unthinkable," said Stefan Diez, internationally renowned industrial designer. 
"LG SIGNATURE products are innovative by nature. Going beyond mere 
functionality, they elevate any space with superior aesthetics and connect 
people to their environment in new ways." 

"Today, we value the essentials - and this extends to both form and function," 
added award-winning architect, Hadi Teherani. "Stripping something back to only 
that which is necessary is fundamental to good design. LG SIGNATURE really 
succeeds in this and in delivering maximum usability and everyday convenience."

The LG representatives on the panel also shared their insight and vision for LG 
SIGNATURE. "Through minimalist design and ease-of-use, our products can blend 
seamlessly with a room's decor and the lifestyles of our customers," said 
WookJun Chung, head of Home Appliance & Air Solution Design Lab., LG 
Electronics.

"Our focus is on using design and technology to usher in a new era of spatial 
integration," noted Sung-Gu Joe, head of Home Entertainment Design Lab., LG 
Electronics. "This mission is embodied by LG SIGNATURE OLED TV R. The TV's 
ultra-thin screen disappears when not in use to open up the room, while the 
subtle base integrates effortlessly with its surroundings."

Participating in Milan Design Week again, LG SIGNATURE is a globally-recognized 
luxury brand that continues to reshape the market and push the boundaries of 
home appliance design.

About LG SIGNATURE

LG SIGNATURE is LG Electronics' ultra-premium brand. By uniting the best of LG 
technology and design under a single brand, LG SIGNATURE offers consumers a 
collection that boasts subtle elegance and top-notch performance. The range of 
LG SIGNATURE products includes InstaView Door-in-Door(TM) refrigerator, 
TWINWash(TM) washing machine, air purifier and award-winning "wallpaper" OLED 
TV W. All LG SIGNATURE products have one thing in common: uncompromising 
quality and a focus on the essentials. LG SIGNATURE products have won a number 
of industry awards for technological innovation and sophisticated design, 
including 2017 CES Best of Innovation Award, iF Gold Award 2016, Red Dot Design 
Award 2016 and Engadget Best of CES Award 2019 for LG SIGNATURE OLED TV R.

SOURCE  LG SIGNATURE