LG launches new premium order-made appliances brand

Park Sae-jin Reporter Posted : 2018-11-01 16:09 Updated : 2018-11-01 16:09
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[Courtesy of LG Electronics]


SEOUL -- Buoyed by the growing popularity of "SIGNATURE," a premium brand of home appliances with unique design and features, among rich consumers in Europe and North America, LG Electronics unveiled a fresh premium order-made lineup that combined home appliances with furniture.

The new brand, "LG Objet," utilizes various materials such as wood and metal to help consumers customize their home environment, LG said Thursday, showcasing the first batch of products including a refrigerator, an air purifier, an audio system and a TV set.

Objet is a convergence of premium appliances and furniture, ideal for private areas, LG President Song Dae-hyun told reporters, adding that the new brand would not share a consumer group with SIGNATURE. Global sales would be decided after LG assessed a consumer response at home.

Objet targets consumers who are ready to buy for self-satisfaction or interior design. Unlike other home appliances made of plastic and durable materials, Objet products are decorated with rare wood and metal to look like expensive furniture.

Because consumers will have to choose different materials and colors, it takes about three weeks to deliver order-made products. Normally, home appliances are placed in a kitchen and the living room of a house, but Object was based on one simple question: "Why can't we put home appliances inside bathrooms and bedrooms?"

The Objet refrigerator has a thermoelectric cooler instead of a compressor, making it silent and more ideal for living quarters. The Objet TV mounted with a 65-inch UHD display and a high-performance sound bar carried a price tag of 9.99 million won ($8,763). The refrigerator's price was set at 1.99 million won.