[THE INVESTOR] LG Electronics rolled out a new premium lineup of home appliances, called LG Objet, on Nov. 1 in Seoul.
Objet, meaning an object with artistic worth or curiosity in French, consists of an audio system, a TV fitted with a hidden cabinet, a mini-refrigerator that can be used as a wine cellar and an air purifier.
The frames made of wood or metal are one of the appealing points of the new lineup, according to the tech firm.
Head of LG’s home appliance and air solutions division Song Dae-hyun, LG domestic sales chief Choi Sang-hyun, industrial designer Stefano Giovannoni and Kwon Bong-seok, head of the company’s home entertainment division. LGE
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“Since two to three years ago, LG started to work on the idea of filling the bedroom and bathroom -- the only places where few electronics are installed in a house -- with home appliances that can be naturally immersed with other furniture,” said Song Dae-hyun, head of LG’s home appliance and air solutions division, at a showcase event.
“So we decided to help consumers transform their rooms into private spaces filled with furniture-like appliances with premium designs,” he added.
Clad with wooden or metal finish frames, the Objet lineup will cater to the needs of consumers who want to rest in a cozy and homey atmosphere and fully enjoy their private time away from daily hassles, he explained.
The new launch comes after the tech firm rolled out top-tier home appliance lineup LG Signature in 2016.
The company teamed up with renowned industrial designer Stefano Giovannoni in selecting materials and completing the design for the products.
“It was an interesting journey to combine electronics and furniture,” said the Italian designer during the event.
The Objet products are custom made so it takes around three weeks for consumers to receive their order, the company explained.
They will be only available in the local market for a while, but LG said it plans to sell the premium products globally depending on market response here as well as overseas demand.
Ash wood, used for the Objet fridge and air purifier, has received the highest grade for hardwood lumber, Firsts and Seconds, set by the National Hardwood Lumber Association, a US grading organization. High-temperature and pressure processed, the ash wood frames are not easily affected by humidity or other surrounding conditions.
As for the 65-inch Objet TV, LG utilizes an LCD panel, instead of a high-end OLED display. Behind the sliding TV display is a hidden cabinet that can be used, for instance, as shelves for set-top boxes, extension cords, and power taps -- some major hassles when it comes to home decoration.
Both the cubic fridge and air purifier, which can be placed near the bed or sofa thanks to their compact size, have passed safety tests regarding electromagnetic waves at home and abroad.
The fridge is also much less noisy, compared to compressor-based fridges, as it utilizes a thermoelectric cooling system to keep the temperature low, according the company.
Although the new home appliances lack some cutting-edge technologies, like artificial intelligence and voice recognition, the company said it would add such functions to the next-generation models if necessary.
By Kim Young-won (firstname.lastname@example.org)