LG Launches Luxury Signature Brand At Dwell On Design Show

Tapping into the super-premium market with a standalone brand
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LG Electronics returned to the influential Dwell on Design Los Angeles show last month, which served as the platform for its entrée into super-premium appliances.

Updated! LG Electronics returned to the influential Dwell on Design Los Angeles show last month, which served as the platform for its entrée into super-premium appliances.

The vendor’s Signature Kitchen Suite — a new collection and brand that stands separate and apart from the LG badge and the high-end Signature TV and appliance line that was introduced at CES 2016 — made its formal trade debut at the Los Angeles Convention Center before a crowd that included interior designers, architects, builders, consumers and celebrity tastemakers.

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The luxury built-in grouping includes a side-by-side and French door refrigerator, slide-in ranges and cooktops, a double and single wall oven, a dishwasher, a range hood, and an over-the-range microwave oven.

Each is Wi-Fi enabled (save for the range hood), and the suite is notable for its seamless, stainless-steel contours and various kitchen innovations, like placing the convection heating element on the back wall of the oven cavity for more even heat distribution, as found in commercial-grade units.

“Signature Kitchen Suite marries luxury and elegant design with advanced technology and superior customer service, giving consumers the opportunity to transform their kitchen and make their mark in ways never-before imaginable,” said general manager Zach Elkin, a former BSH brand marketing director. “The new Signature Kitchen Suite embodies the style and personality that American families bring to the kitchen, delivered in an innovative, aesthetically pleasing package that will elevate the décor of any high-end kitchen.”

At the show, Elkin introduced the platform with an assist from celebrity stylist June Ambrose, TV personality and lifestyle author Lo Bosworth, and artist Donald Robertson.

The suite is being sold initially at TWICE Top 50 Major Appliance Retailers Pacific Sales, Howard’s TV and Warehouse Discount Center stores in California, and in Appliance Factory & Mattress Kingdom’s locations in Denver. Distribution is expected to widen nationwide throughout the year.

Full specs can be found here.

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