The LG know, especially, mobile phones and televisions, but the South Korean brand has many other appliances – the so-called “white goods” – and made sure to present them with pomp and circumstance, this week, an annual event known for InnoFest. The European meeting 2016 held in Budapest, Hungary, where they were paintings, partners and media from 30 countries, to meet the new developments that will enter the European market in the second half of the year.
InnoFest is also a pretext for (re) officials, who then evaluate trends and align strategies, but still a stage of motivation. This year, the guest for the closing of the main session of the conference was the Portuguese sailor Ricardo Diniz. With grace and impeccable English, he summed up his life path and told some stories, including one in which he found himself lost at sea after an accident, and how such a dramatic event was crucial to learn how to continue forward. It was a motivational presentation very well done also used the allusion to the Discoveries as philosophy, all fit like a glove in the paradigm of large corporations.
This conference is also important to feel the pulse of the market. LG introduces guests partners new products and is one that receives the first Feedback , depending on which decides which products will market in each country. This year the offers are more than many, with one important detail:. The launch (in force) of the luxury line LG Signature
In the showroom we could see first hand the new appliances, from refrigerators, machines washing and cooking ovens, to a cabinet that removes clothing odors, a vacuum cleaner that takes pictures and, of course, the OLED TV 4K TVs, which highlights the model that has the thickness of a finger (the fine). There was also a corner dedicated to the Internet of Things, which was “the corner” without being by chance, as we explained Ruy Conde, executive director of LG Portugal. But already there we go.
LG Signature, segment ultra-premium
This new “signature” is the line of LG’s luxury products. It is understood by “luxury” technology and smart features, but above all, the design and build quality, a confidence that the LG repays the consumer by offering a 20 year warranty on refrigerators and washing machines.
This new line, here designated ultra-premium , was presented earlier this year at CES in Las Vegas. Torsten Valeur, the master design collection, explains in this video the minimalist details of these products:
In practice, the LG Signature applies to redesigned versions and most technologically advanced products LG. For example, the Twin Wash washing machine was even more ergonomic, easier with a door opening and tilted up to save the back; and a new interface touch and antidedadas and anticorrosion coating.
The refrigerator four doors and multiple (many!) magazines (Door-in-Door) this line has a door opaque that you are transparent to the touch, allowing you to see what is on the shelves without having to open the door. Given that a family of four elements opens the fridge, on average, 79 times a day (a reference made by the mark), this detail is additional effort and energy savings. To facilitate access to large volumes, this refrigerator includes a sensor that opens the door as soon as it detects the presence of the foot.
In the year that marks 50 years of presence in the TV market, LG introduced a new OLED TV which has the thickness of four credit cards. Look at him sideways and just see glass and picture (with 4K technology and HDR). The base is a column Harman / Kardon that can be folded to allow the display on the room wall. A luxury that costs eight thousand dollars (US).
The LG Signature line presented in Europe also includes an air purifier, an appliance bit marketed in the Portuguese market but it has grown, for example, in neighboring Spain (due to levels of air pollution, is a very popular product in the Asian market).
Technology based on energy efficiency
the basis of the new line of LG’s home appliances does not escape too segment ultra-premium that we talked about above. The refinement of design are not in fact the same, but by no means are technologically less interesting. The commitment and confidence in the quality of construction is such that the South Korean brand offers 20 year warranty for the main components of new refrigerators and washing machines.
The Centum System engine system team these appliances are more energy efficient (triple A) but also comfortable. Take as example the washing machine, which allows washing not only faster (49 minutes) but also save up to 60% energy, according to tests validated by the German VDE. This technology imported from the car suspension system, which uses steel balls to control the machine’s drum balance. The result is the absence of external vibration, which allows you to build a house of cards on the machine in operation; and reducing noise to a (fantastic) 67 dB, which is about the sound pressure level of a normal conversation between two people.
Networked Appliances
As is expect either refrigerators or washing machines can be controlled and monitored remotely by smartphone. We do not see them exchange information between them, but it will be a matter of time. The Internet of Things is coming and the South Korean manufacturer believes that older appliances do not have to stay out -. This is because the life of such machines is one or two dozen years
the SmartThinQ technology introduces small sensors that attach the appliance and allow, for example, know when the refrigerator door was open or when the washing machine has finished washing. Properly configured, the system communicates with the smartphone, transformed the “old” appliances on machines connected to the network.
In this chapter, which aroused the most curiosity was a vacuum cleaner robot is able to detect intruders. In addition to making it deserves (vacuuming autonomously), the Hom-Bot has cameras that detect the movement of intruders. When this happens, take a picture and send it as a warning to the phone.
The technology that we do not know we need (and still do not know if we need)
As with all the technology (commercial), it is always the consumer who decides whether a product will succeed. LG risks but surely, to present in Hungary a closet to clean clothes, which refreshes, deodorizes and removes germs and allergens. A little on the air cleaner line, but for clothes. The curiosity that arose in showroom is a good indicator.
The LG Styler lets you “clean up” three shirts and / or jackets and a pair of pants. It will be an expensive toy to take home (not advertised price), but we’d like to see in all hotels.
More secure is the new class of microwave ovens to defrost and heat evenly . In addition, the new ovens from LG have inner linings so much easier to clean than call it antibacterial (allow to eliminate 99.99% of bacteria).
The Observer spoke Ruy Conde, CEO of LG Portugal, and Mário Fernandes, director of sales (in order of entry of the voices). In an informal interview, explained us the positioning of the brand in Europe and Portugal. What about the Internet of Things, Ruy Conde left an important message: “All our machines, midrange, from 2017, will have Wi-Fi.”
O Observer visited InnoFest 2016 LG invitation.
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