LG on Oct. 6 launched its LG SIGNATURE line of high-end appliances at a press event in New York City’s Rockefeller Center that was as well crafted as the products themselves. A “see-through” pop-up gallery and a roster of brand ambassadors from the fields of fashion, culinary, art and dance combined with the iconic New York landmark to reinforce LG’s “Art of Essence” brand messaging, which underscores the similarities between great product design and architecture. After the launch, the activation remained onsite through Oct. 10, attracting thousands of people daily who experienced the products first-hand.
“The goal of the event was to introduce the LG SIGNATURE brand through an innovative experience rather than simply introduce the products in the line,” says David VanderWaal, vp-marketing for home appliances and home entertainment products at LG Electronics USA.
Here’s a look at three components of the experience that tied back to LG’s Art of Essence messaging and created a standout event.
1. A Space Befitting the Products
Products as sleek as the ultra-slim LG SIGNATURE OLED TV or the door-in-door refrigerator that opens with a swipe of the foot deserve to be housed in an equally beautiful space, and that’s exactly what the LG Gallery delivered. The pop-up gallery was built of LED panels that played content on all four sides, creating an illusion that made the gallery appear from the outside as if it were transparent. As people passed by, they could “see” through to the buildings and activity on the other side and, ideally, want to stop and look inside the gallery.
2. Brand Ambassadors Whose Work is On Brand
High-end fashion designer and lifestyle expert Philip Lim and Michelin-star chef and TV personality Dominique Crenn related the “Art of Essence” to their own signature styles and artistry during the launch event, which was capped by a performance by world renowned tap dancer and choreographer Savion Glover.
Then, after the press launch, three secondary events continued the theme over the next three days. Preston Konrad, fashion stylist and host of TLC’s “Style by Jury,” offered one-on-one fashion tips and touted how the LG SIGNATURE washer helps consumers preserve their signature look. Chef Crenn’s gourmet treats were served at a morning breakfast event that tied to the LG SIGNATURE refrigerator technologies. Finally, the gallery showcased the work of abstract painter Caio Fonseca, as footage of his documentary ran on a video wall and Fonseca discussed preserving artwork in the home, which related to the LG SIGNATURE air purifier.
3. A Location that Reinforces the Message (and Attracts the Key Demo)
What could be more beautiful, or iconic, than Rockefeller Center, the ideal location to unveil LG SIGNATURE. More than 1,600 people went through the LG SIGNATURE gallery each day. “LG Signature speaks to the ‘sensible rich’ consumer who seeks an extraordinary lifestyle and wants to experience innovation in their daily lives. Most of the target customers live in the metropolitan area and leads the lifestyle trend, which is why we chose Rockefeller Center as the U.S. launch for the brand and the LG SIGNATURE gallery experience,” VanderWaal says. Agencies: HS Ad US (LG’s internal marketing team) and FIRST New York, New York City.