LG Electronics will go to next month’s CES with its first Signature line of premium home entertainment and appliance products.
The line is positioned as a “differentiated brand” that features high style and innovations said to be exclusive to the company. The lineup, developed by a special team with input from design experts, represents a “family of products of the finest quality that delivers a sense of exclusivity to its owners,” LG contended.
LG Signature will initially consist of a TV, refrigerator, washing machines and an air purifier. More products will be added. Sales are planned in North America, Europe and Asia.
The company has already begun promoting the brand on its video billboards in Times Square and London’s Piccadilly Circus. People can also go to http://www.lgsignature.com to get a very limited sneak peak of the lineup.
The “visualization of ‘essence’ was the inspiration behind the design philosophy of the LG Signature brand,” the company said. To achieve a “streamlined look,” the products “were stripped of all features that detracted from the brand’s spirit,” the company added.
“By drawing on the best of LG’s incredible technology and design innovation, the LG Signature brand will open up new opportunities for high-end appliances and consumer electronics,” said Brian Na, LG’s EVP and global marketing officer.