Tapping into its consumer passion points surrounding home entertainment, LG invited influencers to imagine themselves as “baller” hosts in a multi-room pop-up that supported the roll-out in retail stores of the latest line of its refrigerator innovation, the InstaView Door-in-Door with Craft Ice. The new refrigerator offers a dual ice maker that creates spherical craft ice for cocktails and mocktails. The Craft Ice House by LG took place Sept. 19-22 in Manhattan.
When attendees entered the space, it appeared to be a stylish LG showroom. Product experts encouraged attendees to explore a refrigerator more closely, which, when opened, revealed a secret passageway to four speakeasy environments—a garden oasis, a living room, a cocktail library and a game room. Smoke effects billowing around them as they stepped though made it feel as though they were walking straight into an LG freezer.
You Might Also Like:
- Kitchen & Bath Industry Show: LG Packs Vignettes into a Multi-Level Dwelling
- Eight Multisensory Event Strategies That Will Give Your Attendees All the Feels
Within each speakeasy environment, themed around various home entertaining situations, attendees enjoyed craft alcoholic and non-alcoholic beverages created by top mixologists, like Pernod Ricard’s national mixologist Jane Danger (beverage director, Mother of Pearl); Elliot Clark of “The Home Bartender,” Stacie Grissom (the blogger behind “Garden Cocktail”), and Rael Petit (food and beverage manager, Tribeca Grand Hotel). All of them demonstrated techniques to create craft beverages at home, leveraging that fridge, of course.
Each space featured “hero moments” for the Craft Ice innovation and other Easter eggs, like artwork that subtly tied back to the brand’s logo, spherical interior design accessories, and scents that brought to life each room’s theme. In the library, for example, LG infused the scent of mahogany and leather. Attendees could also help themselves to themed small bites by knocking twice on the glass panel of the InstaView refrigerator to see what was being served inside—and then help themselves. The refrigerators in each space were all hooked up to a water line that dispensed filtered water, so attendees could get a taste for using the product in real life. And, of course, each space featured a wet bar with the craft beverages to enjoy.
The Craft Ice House by LG featured a variety of programming throughout the weekend, including a special “The Ultimate Ice Off” event, which pit two of the most famous “ices” of all time against one another in the “ultimate cocktail making showdown”—Ice-T and Vanilla Ice. Radio host Angie Martinez, known as “The Voice of New York,” served as emcee for the event.
“We just started selling our InstaView with Craft Ice refrigerators and our key national customers are starting to floor the product, so this event was really the very first tactic that we put into market to drive a much broader integrated marketing campaign that we’re going to be rolling out over the next couple of months,” says Josie Salazar, senior brand manager for home appliances at LG Electronics USA. “The purpose of this event was to really spark a movement, start the conversation about this Craft Ice innovation that’s exclusive to LG, and, of course, we wanted to get press attention and have a media moment throughout the course of these four days of programming.” Agency: RQX, Los Angeles.
Photo courtesy: Stuart Ramson/AP Images for LG Electronics USA