At a glitzy ceremony in Dubai Opera on Tuesday night, LG launched its ultra-premium Signature range of appliances in the Gulf. With its strong emphasis on high-brow design, smart technology and product prestige, the LG Signature line – which features the world’s skinniest 65-inch OLED TV, a luxuriously finished door-in-door refrigerator, a premium-finished TwinWash washing machine and a dust-busting air purifier – is aimed squarely at the UAE’s top 5 per cent.
“From conception to the final user experience, the LG Signature products were designed to highlight true essence – focusing on each product’s basic yet efficient functionality whilst maintaining the brand’s modern, premium and artistic signature design,” said Kevin Cha, President of LG Electronics, Middle East and Africa.
“The LG Signature products are an extension of the user’s personality, ambition as well as status and also marks the very first time that individuals residing within the region can experience the most aesthetically beautiful home appliances turning their living spaces into a highly functioning and visually stunning masterpieces.”
Speaking to #GNTECH at the launch, Yong Geun Choi, President of LG Electronics Gulf, said that following a year of success in the US and South Korean markets, the brand felt the time was right to bring the Signature line to the Middle East and Africa.
“The new air purifiers and especially the OLED screen have had a huge impact on our business and brand image.” He adds that integrating the brand’s SmartThinQ technology means that every product in this range can now be controlled by smartphone.
Here’s what you need to know about the Signature range.
Feast for the eyes
“The OLED TV has perfect blacks and infinite contrast, so people can enjoy life-like movies in their home. The technology comes from our own self-OLED emission systems. The screen is very thin and the design itself cannot be compared to any other.”
Winner of this year’s Best of Innovation Award at CES, this screen delegates processing power and audio to a box that rests underneath. Everything is designed to emphasize the beauty of the screen alone.
W7 series models are less than 4mm thick when measured from the wall without any gap between the TV and the wall. The up-firing speakers are capable of producing Dolby Atmos sound. The W Series’ image reproduction is possibly the best of any existing TV product, with what LG calls “perfect” black infinite contrast and an expanded colour gamut. Additionally, the TV offers up to one billion possible colours and use Ultra Luminance technology to adjust brightness according to the content being displayed. The W7 series feature Active HDR to render brighter scenes and greater shadow detail for HDR content. In addition, the W TV supports multiple HDR formats, including Dolby Vision, HDR10 and HLG (Hybrid Log Gamma).
“It’s detachable from the wall because this is a bendable screen that is also very light,” says Choi. “It also creates a beautiful scene in the house. Because our sister company, LG Display, produces the OLED technology – which it also supplies to other brands such as Google and Sony – it’s easy to match things, and we can realise better quality than any other brand.”
LG has built upon its well-established Door-in-Door design and added InstaView, a feature that turns the opaque Door-in-Door compartment transparent with two quick knocks. You can then peer inside the refrigerator without having to open the door, which LG says will offer significant energy savings by limiting cold air loss.
Equally interesting is the Auto Open Door feature. Just stick a foot under the door and the fridge opens – useful for when your hands are full of groceries. The Signature refrigerator is powered by an inverter linear compressor that automatically adjusts cooling capacity based on conditions inside the compartment. It’s been designed to generate less internal friction and is backed by a ten-year warranty.
Washing away the competition?
The gleaming, enamel-coated LG Signature washing machine is an advanced version of the tech brand’s TWINWash washer. This premium-build 24-inch front load washing machine features the unique pedestal TWINWash Mini under its main unit.
Minimalistic design is the order of the day. A touch-enabled Quick Circle user interface is embedded in the glass door. Positioned at a 17-degree angle, it’s easy to read and tap while standing. The Signature washing machine’s door can be opened with a slight push, which is especially useful when the user’s hands are full. The washer’s enamel coating helps repel fingerprints and corrosion.
LG highlights the proprietary Centum system built into the Signature washing machine. Its purpose is to improve long-term durability and energy efficiency with an advanced suspension system. It also makes for a quieter laundry cycle, with noise decreased by Centum’s minimization of the tub’s vibrations during a wash cycle.
“With a permanent filter and watering system, our air purifier eliminates harmful chemicals and contaminants. It can also control the humidity level in a room,” says Choi.
The air purifier features a slick-looking transparent panel. Equipped with an advanced Watering Engine, the air purifier harnesses the power of water to filter out harmful chemicals and contaminants while quickly bringing the room to comfortable humidity levels.
The unit is equipped with LG’s Signature Black Filter system, which allows reuse of filters for up to ten years. While fine dust particles are invisible to the naked eye, a patented Smart Indicator on the control display reveals the air quality of an indoor environment. It shows air quality with quantitative figures: PM10, PM2.5 and PM1.0.
“The UAE is the entrance to the Middle East and Africa. Many Emiratis are super-premium customers. With air pollution, it’s critical to drink clean water and breathe clean air.”
You can get a better look at the Signature line-up in LG’s video report from the event: