LG SIGNATURE Experiential Marketing Expands in Europe
Experience zones open in shopping malls and department stores in Germany and the UK.

As LG Electronics launches LG SIGNATURE in Europe this year, it is focusing on allowing customers to experience the product.

Since this month, LG Electronics has been operating experiential spaces in major German cities such as Berlin, Hamburg, Stuttgart, and Düsseldorf, including the high-end shopping mall 'STILWERK', the premium interior specialty store 'Clic', and the high-end furniture specialty store 'Architare'.

Last month, LG Electronics also opened additional LG Signature experience zones in London, England's representative shopping center 'Westfield' and Fenwick department store.

▲ Customers are experiencing products at the 'LG Signature' experience zone set up by LG Electronics in a shopping mall in downtown Berlin, Germany.

The global launch of LG SIGNATURE will expand to emerging markets this year, including Asia, the Middle East, CIS, and Central and South America, following last year's launch in Korea and the United States.

LG SIGNATURE is a premium home appliance that features ▲performance achieved through technological innovation ▲refined design ▲intuitive usability. It includes OLED TVs, washing machines, refrigerators, and air purifiers that embody the aesthetics of essence.

LG Electronics Global Marketing Division Vice President Na Young-bae emphasized, “We will focus on differentiated marketing to ensure that ‘LG SIGNATURE’ can establish itself as a global premium brand.”