BY VIJENTHI NAIR

LG Electronics Asia regional head Chris Yi with their star products from the LG Signature range.

MACHINES are made to make life easier.

Electronics companies around the world are striving to create machines with the best technology and design to fit our everyday needs.

As demonstrated at LG Innofest Asia in Seoul, South Korea, last month, LG Electronics (LG) showcased a wide range of electrical appliances under its new premium brand, LG Signature.

About 300 electrical appliance dealers and journalists from 15 countries were invited for a hands-on experience with LG’s latest innovation.

LG Electronics Malaysia managing director David Oh said their premium line of products featured the latest innovation to satisfy their customers’ needs and demands.

“It will be launched globally in phases, starting with the United States and South Korea, followed by the European market and other continents,” he said.

Oh said LG had studied what customers wanted and took a lot of effort to develop different products which customers had not even thought of.

The LG Oled TV screen was as slim as four credit cards.

“We stay true to the basic functions and simplicity.

“We remove the unnecessary functions and design the products to provide outstanding simplicity to consumers,” he said.

Commenting on LG’s performance in the slow economy, Oh said it was getting better even though the market was facing difficulties.

“The reason is because we are not competing by price, but by differentiating our products while trying to find out what consumers really need.

“That is why more people like to have LG innovation in their home as it can solve and improve their quality of life.

“We strongly believe that the LG Signature series will not only improve our business performance, but also boost the LG brand to a higher level,” said Oh.

The product that caught the most attention was the LG OLED TV.

The intense colours which were said to be the most accurate was the result of achieving the darkest black as the background.

The thin and light TV is available in flat and curved designs.

The intense colours on LG Oled TV which were said to be the most accurate was the result of achieving the darkest black as the background.

Participants at Innofest had the opportunity to see a massive OLED display at the Namsan Seoul Tower, which was made up of 248 individual 55-inch LG OLED TVs that allowed guests to experience the picture quality of LG’s OLED technology firsthand.

The simplicity of the design and output quality was a testament to LG addressing consumer basic needs.

Other home appliances like the washing machine and refrigerator were also featured, including the LG Signature washing machines which had the advanced version of the Twin Wash series introduced last year, but this 24-inch front-load washer is said to be more durable, convenient and sophisticated.

The touch-enabled Quick Circle user interface embedded in the glass door at a 17-degree angle makes it easy to see it while standing.

A staff member demonstrating how the opaque compartment of the refrigerator becomes transparent with a knock.

The enamel coating gives it a sleek look and repelled fingerprints and corrosion.

It was also equipped with LG’s proprietary Centum System, which improved its durability and energy efficiency as well as reduced noise.

As for the refrigerator, its Door-in-Door feature has also been improved to the Knock-on Door-in-Door design which features an opaque screen that becomes transparent with a knock.

This omits the need to open the door to check its contents, which saves energy of up to 41%.

Another useful feature is the automatic door, which opens for you using a step-activated smart sensor at the bottom.

The refrigerator also comes with a 10-year warranty and has a product lifespan of 20 years.

An LG staff showing how the door-in-door feature on refrigerator looks like.

Another star product at the showcase was the air purifier.

It harnesses the power of water to filter out harmful chemicals and contaminants to quickly bring the room to comfortable humidity levels.

The air cleaning process could be seen through a transparent panel and an indicator on the control panel shows the air quality at all times.

LG Electronics Asia regional head Chris Yi, who unveiled the LG Signature products on stage, said it was all about innovation for better life.

“That means looking at innovation in a business perspective and the foundation of our LG Life’s Good brand function.

“We continuously strive to provide our customers the best technology, delivering new levels of entertainment, convenience, comfort and energy savings.

A staff member explaining how the touch-enabled quick circle user interface embedded in the glass door at 17-degree angle made it easy to see it while standing.

“This is done together with product design inspired by the essence of elegance, simplicity, ergonomics and easy-to-use products that fit harmoniously in people’s lives.

“Ultimately, we hope LG innovation will make customers smile and make their lives better,” he said.

Yi said this year LG wanted to take innovation for a better life to another level.

“Hence, LG Signature is our ultra premium line created with the best of LG technology and innovation.

“This year will be a tough time for us with the economic challenges.

“But despite unfavourable conditions, I strongly believe that we can overcome the difficulties with deep insight on customer’s product experience,” he added.