LG offers eco-chic solutions to its customers

Environment-friendly solutions without compromise for design and convenience – this is how LG wishes to present its latest products to the customer.
LG, which is evolving from an electronics manufacturer into a lifestyle brand, wishes to “build an emotional connection with its customers”, said Dermot Boden, chief marketing officer of LG Electronics, introducing LG presence at the Maison & Object exhibition in Paris. LG’s exhibition stand was the result of its collaboration with trend forecasting agency NellyRodi Trendlab, and featured a variety of themed rooms under the umbrella banner of ‘eco-chic’ lifestyle.
The LG stand reflected the company’s understanding of the fact that although customers increasingly embark on an ecological way of living they don’t want to compromise the style and convenience of the products they buy. Among the products meeting these criteria were the Direct Drive steam washing machine, recognised as much for its energy and water saving efficiency as for its washing performance, and the elegant LG Scarlet TV which is equipped with Intelligent Sensor technology which analyses ambient light levels and automatically adjusts the screen’s brightness, cutting power consumption by 62%.
Perhaps the most innovative element of LG’s stand was the home networking system, HomNet. It connects all home appliances, enabling easy access and exchange of information via the Internet, HomNet server or mobile phone. People can control their home network (ie heating, cooling, entertainment and security systems) either while at home or on the move. HomNet also offers special features including optional aromatherapy and ‘magic mirror’ which can display information as diverse as the latest recipes or even how to dress for that day’s weather – through a plasma TV connected to a hidden computer behind the mirror.