Lg’s first ultra-premium brand “Lg Signature” debuts across the Gcc

The new LG SIGNATURE brand from LG Electronics (LG) was launched on 23rd across the GCC. The ultra-premium brand was unveiled at a gala ceremony at Dubai’ most talked about, radiant centre of culture and arts – the Dubai Opera.

The rich and exquisite design of the Dubai Opera that bridges the gap between the past and the future made it the ideal venue to launch LG’s ultra-premium brand that is all set to re-define the future of luxury home appliances and entertainment solutions. The innovative and exquisitely designed LG SIGNATURE family consists of four products - the world’s thinnest and stunning OLED television, which takes the immersive viewing and listening experience to the next level; a sleek refrigerator with a beautiful  InstaView™ Door-in-Door feature to keep food fresher; a bold new black stainless steel washer and white all-in-one washer/dryer unit, and an intuitive Air Purifier designed to filter the air in any home in any environment in order to protect your family from pollutants and allergens in the air.

“From conception to the final user experience, the LG SIGNATURE products were designed to highlight true essence – focusing on each product’s basic yet efficient functionality whilst maintaining the brand’s modern, premium and artistic signature design,” said Kevin Cha, President, LG Electronics, Middle East & Africa. “The LG SIGNATURE products are an extension of the user’s personality, ambition as well as status and also marks the very first time that individuals residing within the region can experience the most aesthetically beautiful home appliances turning their living spaces into a highly functioning and visually stunning masterpieces.”

The launch was attended by several prominent members within the region’s retail industry alongside some highly influential and prominent Emiratis like Hala Kazim, highly respected and admired Emirati life coach, artist, businesswoman and the Brand Ambassador for LG SIGNATURE, Emirati Entrepreneur and the youngest board member of the Sharjah Chamber of Commerce, Her Excellency Sara Al Madani, well-known face and a versatile TV personality Mahira Abdelaziz and a rising Emirati celebrity chef – Bader Najeeb , accentuating the premium image of the LG SIGNATURE brand.

“It is an absolute honour to be awarded the title of Brand Ambassador for LG SIGNATURE,” said Ms. Hala Kazim. “The amount of passion, energy and effort that LG has been put into developing each of these home appliances to bring out the true essence of everyday living in the UAE and across the region is simply breath-taking. In this region, we appreciate art and style and I am confident that the LG SIGNATURE products will be a great success whilst enriching lives enabling timeless memories.”LG SIGNATURE represents the pinnacle of design, performance and usability in home appliances. It has been committed to making life better for consumers offering the highest performance, minimal design, and innovative usability.

Each LG SIGNATURE premium product is thoughtfully designed to be visually astounding, while staying true to its essence: delivering the most elegantly curated human experience. The visualization of “essence” was the inspiration behind the design philosophy of the LG SIGNATURE brand. By eliminating unnecessary elements, LG SIGNATURE represents the ultimate in elegant simplicity. Its radical design heightens the intrinsic purpose of the product and streamlines usability.

Home appliances available in the LG SIGNATURE brand for the GCC include:

The LG SIGNATURE OLED TV W

LG SIGNATURE OLED TV W (77/65-inch), the winner of over 45 prestigious awards including the 2017 CES Best of Innovation Award, embodies breakthrough innovation in television technologies and exquisite premium design, demonstrating that simplicity is the ultimate form of sophistication. The innovative design of the W7 series follows LG’s “less is more” philosophy, stripping away everything to emphasize the beauty of the screen alone. The W7’s sleek razor-thin profile makes the TV appear to be levitating in mid-air, adding to the sense of immersion.

W7 series models are less than 4mm thick when measured from the wall without any gap between the TV and the wall. The sense of immersion is completed through up-firing speakers which produce Dolby Atmos sound. W7 series live up to LG OLED TV’s unrivaled ability to reproduce the most lifelike images of any TV product with perfect black infinite contrast and an expanded color gamut. Additionally, they offer up to one billion possible colors and use ULTRA Luminance technology to deliver greater brightness according to the content being displayed. The W7 series feature Active HDR to render brighter scenes and greater shadow detail for HDR content. In addition, the series support multiple HDR formats, including Dolby Vision, HDR10, HLG (Hybrid Log Gamma).

LG SIGNATURE Refrigerator

The LG SIGNATURE refrigerator represents the visualization of essence with a fresh take that is both intuitive and revolutionary. As a nod to its innovative spirit, LG has taken its award-winning Door-in-Door™ design one step further by adding the InstaView Door-in-Door™ feature that makes the opaque Door-in-Door™ compartment transparent with two quick knocks. The transparent surface allows customers to peer inside the refrigerator without having to open the door, offering significant energy savings by limiting cold air loss.

Even more innovative is the new Auto Open Door feature which activates as a user approaches the refrigerator, allowing for quick and easy hands-free access. The LG SIGNATURE refrigerator is powered by LG’s Inverter Linear Compressor which automatically adjusts its cooling capacity based on conditions inside the compartment. It also generates less internal friction due to its unique design and is backed by a 10-year warranty. 

The LG SIGNATURE Washing Machine

The unique-looking LG SIGNATURE washing machine is an advanced version of the LG TWINWash™ washer. The premium 24-inch front load washing machine is more durable, more convenient and more sophisticated than ever and features the unique pedestal TWINWash™ Mini under the main unit.

The minimalistic design of the LG SIGNATURE washing machine is highlighted by the beautiful touch-enabled Quick Circle™ User Interface which is embedded in the glass door. Positioned at a 17 degree angle, the panel is easy to see when standing. The Push Open washing machine door can be opened with a slight push, even when the user’s hands are full. Meanwhile, the washer’s enamel coating not only gives it a sleek, sophisticated look, but also repels fingerprints and corrosion.

The LG SIGNATURE washing machine comes equipped with LG’s proprietary Centum System™ which improves the washing machine’s durability and energy efficiency with an advanced suspension system. Noise emitted while the washing machine is in operation is greatly decreased because the Centum System™ minimizes the tub’s vibrations during a wash cycle.

The LG SIGNATURE Air Purifier

LG believes that nothing is more important than clean air. The exquisitely designed LG SIGNATURE air purifier allows the air cleaning process to be a visual experience with its innovative transparent panel. Equipped with an advanced Watering Engine™, this air purifier harnesses the power of water to filter out harmful chemicals and contaminants while quickly bringing the room to comfortable humidity levels. 

The unit is equipped with LG’s SIGNATURE Black Filter™ System, allowing consumers to reuse the filters for up to 10 years, saving money. While fine dust particles are totally invisible to the naked eye, customers can see the air quality of their indoor environment by simply glancing at LG’s Smart Indicator™. Positioned on the control display, the indicator shows air quality with quantitative figures. PM10, PM2.5 and even PM1.0 can be detected.

All LG SIGNATURE products will be available at the LG brand shops and leading retail stores across the GCC. LG SIGNATURE highlights the true extent of LG’s innovation leadership and the company’s passion for consumer-centric insights that drive the evolution of life.