The cool breeze of Seoul greeted me after a three-hour flight from Manila. It was a pleasant 14°C with a crescent moon over the ultra-modern architecture of Incheon International Airport that marked the beginning of my invitational trip from LG Electronics. The sweet chill in the air can only mean it’s autumn in Korea.
After a swift and hassle-free traverse through immigration and baggage claim, I was courteously welcomed with the traditional bow and whisked away for an hour-and-a-half ride to the city. Along the six-lane highway, we passed by well-lighted billboards perched safely in concrete posts and metal frames so as not to distract motorists. Road signs are easily understandable. We noticed how GPS is widely used and installed in cars, taxis, and buses, giving a new level of sophistication in city driving. As we cruised towards the capital, high-rise structures appeared on the horizon with their bright lights.
We entered the capital through the district of Apkujung-Dong, the venue of our welcome dinner. Gorilla In The Kitchen, a catchy name for a restaurant, is located in front of Dosan Park and popular for its healthy and smart recipes. The clean lines of the restaurant perfectly match the organic menu prepared especially by celebrity owner Yong Jun Bae.
Simon Hahm, VP and residential AC marketing man, explained over a sumptuous Asian fusion dinner how thrilled LG Electronics is in introducing the next generation of eco-friendly and healthcare-centric digital appliances. In zest, Hahm informed us of the company’s plans to advocate a green and healthy philosophy.
Established in 1958, LG Electronics Inc. has been a leader and technology innovator in consumer gadgets and home appliances. It produces impressive mobile handsets, air conditioners, washing machines, vacuum cleaners, and home theater systems. Being a leader in digital convergence, LG Electronics continues to shape the future of consumer appliances by creating and combining new features adapted to consumers’ everyday lives.
Our exposure to the LG mindset of smart technology and stylish designs began with a visit to the LG Twin Towers. The marketing team shared with us how they developed the “new residential culture.” This is the concept of changing the traditional white goods by introducing funky designs and innovative features, along with cutting-edge functionality. Woven into the concept is the company’s commitment to a cleaner environment and energy-saving technology. Health-conscious features further enhance these products for consumers’ well-being.
Seeing Beyond The Function
LG has stepped out of the box by arming itself with knowledge and extensive research. It has also incorporated the customer’s interest in maintaining a sound environment, which is influencing purchasing decisions, especially when it comes to products used at home.
LG empowers users to create cleaner, healthier, and energy-saving homes. It embraces the green trends and creates a natural ambience for any home setting. These eco-friendly features represent environmental protection that pays consumers back.
LG’s super designer Seong tells us how the design-focus team works harmoniously with the customers. The customer insight design team aims to come up with a customized brand that addresses the continuous changing demands and needs of consumers.
The eco-design approach was developed to increase efficiency in using natural resources and recycled materials, and reduce the use of hazardous materials.
Aesthetic value is a top consideration, what with home appliances becoming an integral part of home decor. LG realizes that people buy home appliances not just based on function but also on style and product design. An example is the innovative Art Cool air conditioner with replaceable front panel and the flower-patterned refrigerator.
Full Steam Ahead
LG’s new washing machine introduces the first steam technology. The innovative Steam Refresh function removes wrinkles and creases, reducing the need to iron, and cutting down on electricity. Odor from clothes is gone in 20 minutes by using steam rather than water, so that the machine uses 21-percent less energy than other brands, making it the lowest water-consuming washer. Then there’s the smart cleaning feature, which helps eliminate allergens and mites which can cause respiratory or skin allergies.
Another interesting feature is LG’s patented direct drive motor, which drastically reduces noise and vibration, allowing consumers to run it at night as well.
And you don’t have to hide it in the back room of the apartment since this compact washer comes in a sleek look and funky colors such as red, blue, and black.
LG’s creates the WaveDom, a multi-purpose microwave oven that boasts top-of-the-line functions for maximum usability. It’s got aesthetic features, including a choice of front panels to suit any kitchen. The WaveDom attracts the style-sensitive customers, with its full-glass front panel highlighting the premium look of the new model with a sleek slim metal handle adding a stylish accent.
A round interior for cooking provides 30-percent more usable cooking space. The convenient dial controller and tilted buttons enable first-time users to operate it easily. The WaveDom won the Good Design Award for design excellence in 2007.
The SolarDom Light Wave Oven is a three-in-one countertop oven that’s the first to combine conventional and microwave oven technologies. While reducing cooking time, both moisture and nutrients are preserved, resulting in healthy, tender, and delicious meals.
Defined as the next-generation SolarDom, the SolarCube is a perfect combination of momentum, ease, and compressed size, while still providing better interior space. This oven uses quadruple heating system and light-speed cooking process that offers up to four times faster cooking compared to conventional ovens, to better retain nutrients and save energy as you don’t have to pre-heat the oven.
LG’s Neo Plasma air purifying system ensures fresher, cleaner air, and a healthier home environment. It eliminates fine dust, molds, and odors as the air passes through the system’s multiple filters. This process destroys the cell wall of bacteria, creating a cleaner air free from viruses and dust. It also runs quieter, using 44-percent less energy than other conventional products.
Fresh News
The VitaLight function of the LG refrigerator keeps vegetables fresher and retains nutrients with the photosynthesizing LED light inside. Meanwhile, the Green Ion Door Cooling filters out moisture, bacteria, and odors. It uses green catechin, the same organic compound that gives green tea its antioxidant properties, to keep food fresh twice longer than other brands. The linear compressor is an energy-efficient feature that reduces the C02 gas emissions.
The LG refrigerator has sleek exteriors. Its clean art-inspired exterior is decorated with Swarovski crystals and is available in custom colors.
The vacuum cleaner dust compression system reduces the customer’s exposure to dust through health-centric innovations. Tightly packing the dirt together prevents dust cloud that often happens when emptying the dust pouch.
Seeing all this, I realized how dedicated the people behind LG Electronics are, especially when it comes to the needs and desires of their customers. Their drive to offer brand-new technology with stylish design options has led to innovations that make life easier and more enjoyable.
Certainly, LG in Seoul has got a lot of soul.