LG partners with Rankin for Signature’s UK debut

LG has partnered with fashion photographer Rankin as part of the UK debut of its Signature range this month.

Rankin used his portraiture style to create a portfolio of images of the LG Signature range that, said LG, “captures home technology in a way it’s never been before”.

This included the model being photographed going through the screen of its OLED TV to demonstrate its high dynamic range and 4K picture quality.

Ranking also photographed the model dancing on top of the Signature washing machine, to emphasise the minimal vibration of its Centum System.

Completing the shoot was the Signature Instaview door-in-door refrigerator, with the model posing alongside the refrigerator to demonstrate its reflective design and bespoke textured steel finish.

Carolyn Anderson, head of marketing at LG Electronics UK, said: “LG is known for being at the forefront of innovative home technologies, and the LG Signature brand brings those together with the very best in quality and design. We wanted to showcase LG Signature in a way that captures their elegance and beauty and who better to fulfil that vision than Rankin.”

Rankin added: “I am always looking for new ways to challenge myself and push creative boundaries. With my portraits, from politicians to models, I always find new ways to bring my subjects to life, but this is the first time I have applied the same process to home technology products. When I saw them, I knew instantly that they needed to be shot in a simple, timeless and elegant way, to stay true to the brand.”