LG launches Signature brand to Europe at IFA

LG will use the IFA show in Berlin (September 2-7) to stage the European launch of its premium LG Signature brand.

The LG Signature launch will include an art exhibition, entitled The Art of Essence, in a 1,375 square-metre gallery in the garden adjacent to Hall 18, where LG has its booth.

To create the gallery, LG has partnered with accomplished artists and architects. The art pieces used as a backdrop for the products are the result of LG’s collaboration with London-based collective, Jason Bruges Studio.

Featured among the line-up of products at IFA is the new Twin Wash washing machine, along with the Centum System washer, LG Signature washer-dryer and the LG Styler.

LG claims its Signature washer-dryer is the first to employ inverter heat pump technology in the industry and LG rates its energy efficiency 50 per cent better than the standard A rating. This is achieved, says LG, without impacting cleaning performance.

LG Signature gallery
LG Signature gallery

The company will also be putting its full range of premium kitchen appliances on display at IFA, including its improved Door-in-Door refrigerator, the NeoChef microwave, the Speed Oven and the SteamClean dishwasher.

On the CE side, LG has teamed up with some top broadcasters to demonstrate the power of its HDR technology, offering visitors the chance to experience HDR content on its OLED TVs first-hand.

It is teaming up with the BBC and European Broadcasting Union to demonstrate HDR with High Frame Rate (HFR) and HLG content that is compatible with IP streaming and DVB-T2 transmission systems.

LG OLED TVs support both the open format HDR10 and Dolby Vision.

  • The LG booth will be located in Hall 18 of Messe Berlin.