News Reporter

Being an environmentally conscious company means looking deep into all business processes and putting the utmost effort into transforming, both externally and internally, from the supply chain to the organizational culture. In other words, LG aims to be an environmentally sustainable business, calling for specific and tangible actions with the three environmental ESG initiatives outlined in its BETTER LIFE PLAN 2030. The initiatives mark a paradigm shift towards adopting tangible, specific and measurable actions for a better, cleaner and greener environment. Part two of the Better Life story series, this article looks at the environmental action plans LG has established and the goals it is working hard to achieve. According to research, the average temperature on Earth has risen by approximately 1.2 degrees Celsius (2.2 degrees Fahrenheit) since pre-industrial times. Responding to the urgency of climate change, LG remains steadfastly committed to attaining carbon neutrality, and to converting entirely to renewable energy in the long term. Its dedication to both goals can already be seen in the energy-efficient technologies applied at LG Smart Park in Changwon, South Korea. Exercising immediate change for its carbon initiative, LG is converting to more efficient operational processes and applying energy-efficient technologies across all of its production plants. LG Smart Park, the company’s revolutionary production facility, deploys next-generation manufacturing innovations to simultaneously achieve higher production efficiency and enhanced sustainability. The manufacturing hub has increased productivity by 20 percent and reduced the cost of defective-product returns by 80 percent. Moreover, LG Smart Park has reduced greenhouse gas emissions and boosted energy efficiency per unit by 30 percent compared to the previous factory. LG is looking to change the status quo of end-of-lifecycle management by using eco-friendly materials, streamlining manufacturing processes and turning discarded materials into ‘new’ resources, with the aim of creating a circular economy. The reducing, recovering, recycling and reusing of materials are all very important in a circular economy. LG operates a free e-waste retrieval service in 52 countries and aims to collect an accumulated total of over eight million tons of used appliances from 2006 to 2030. As for recycling, LG is improving its existing processes to achieve a higher recycling rate, with the end goal of hitting 95 percent by 2030. As part of this, the company’s Chilseo Recycling Center (CRC) situated in Hamyang, South Korea, plans to replace the compressor and old equipment by the latter half of the year. Furthermore, LG recently invited its employees to come together in the collective journey towards circularity by using fewer disposable paper cups at work. A global leader in consumer electronics, LG is dedicated to helping consumers realize a more sustainable lifestyle. This is why the company is applying eco-friendly technologies to all newly developed products, contributing to a smaller carbon footprint and resource recirculation. By 2030, LG plans to have reduced total carbon emissions from the product-usage stage by 20 percent. It also projects that, from 2021 to 2030, it will have used an accumulated total of six hundred thousand tons of recycled plastics in the production of new home appliances. In the future, the company will be able to offer products that are even more energy-efficient and environmentally sustainable than its current crop of models, helping consumers to reduce their monthly energy bills, achieve a more sustainable household and enjoy the best version of the Better Life LG aims to provide. For more on how LG is embracing inclusivity, sustainability and diversity in all that it does, stay tuned for the third and final Better Life story, coming soon to Beyond News. # # # View the full article

Because leisure time can be so hard to come by, it’s important to treat ourselves with the luxuries we truly deserve when the rare opportunity to unwind comes around. John Legend, the multiple Grammy Award-winning singer-songwriter and LG SIGNATURE brand ambassador, has always appreciated his spare time, which is why he indulges in only the most exclusive experiences to make the most of his important downtime. This is why he teamed up with LG SIGNATURE, a home appliance brand offering premium lifestyles through its perfect blend of art and technology, to give his pool house an entirely new and refined look. Legend revealed his upgraded cabana to the public for the first time through a virtual home tour called The Legendary House, hosted by Legend himself. The tour kicks off with the talented musician greeting the audience with a welcome drink in his gorgeous kitchen with a view. After Legend stepped on the projected “Door Open” light of the LG SIGNATURE InstaView Door-in-Door refrigerator, its sleek door swung open with exceptional grace. “Hands full, no problem,” Legend noted. He then placed his groceries inside the Custom Chill Pantry, complete with customizable temperature settings for the most delicate food items and beverages, so that snacking would be both delicious and effortless when chilling by the pool in the evening. Moving from the kitchen to the living room, Legend gave his fans a look at the world’s first rollable TV, the LG SIGNATURE OLED R, which was used to display an immersive sneak peek into Legend’s upcoming Las Vegas concert through its razor-sharp, self-lit-pixel-inspired picture quality. Next up on Legend’s schedule had him take a brief moment to sit back and loosen up, inviting viewers to do the same by joining him for a one-minute yoga session. Legend smoothly rolled his OLED R into its Line View, minimizing the display and transforming his living room into an airy yoga den. Turning on the special mood lighting and soothing sounds of OLED R, Legend was then able to take a well-deserved mental break from his busy life. Choosing to round the day off with a delectable glass of wine, Legend headed for the beautifully finished LG SIGNATURE Wine Cellar which harmonizes with the open décor of his sprawling pool house. With just two quick knocks on the cellar’s door, Legend revealed his exclusive wine collection to the public, including a limited-edition Legend X SIGNATURE wine curated by his outstanding LVE label. As John Legend’s Legendary House tour demonstrated beautifully, LG SIGNATURE facilitates the pinnacle of luxe living through its elegant and innovative products which marry art and technology. To watch The Legendary House tour, visit the LG SIGNATURE YouTube channel and Instagram account, and stay tuned for more stories on the brand’s inspiring collaborations through the LG SIGNATURE Inspirations series. # # # View the full article

We are living in the era of the ‘experience economy’ where the ability to offer customers memorable experiences has become key to brand reputation and indispensable for business growth. Within this context, companies need to shed the description of ‘manufacturer’ or ‘provider of goods and services’ and, instead, transform their identity into that of ‘partner for a better life.’ This, however, can only be achieved by building solid, sustainable relationships with customers through the realization of differentiated experiences that offer unexpected value and gratification. In today’s environment, producing quality goods is, by itself, no longer enough to guarantee customer loyalty. Customer loyalty is now viewed by many as an outdated term, especially where the MZ Generation (a widely-used term in South Korea that encompasses millennials and Gen Z) is concerned. One of the most powerful consumer groups, MZ Generation take a more case-by-case approach to purchasing, rather than sticking with a particular brand out of any sense of loyalty. They typically seek out solutions that fit with their lifestyle, while also looking at financial cost, environmental impact and whether or not the item in question delivers an element of ‘emotional satisfaction.’ On this last point, companies are now using the power of data to help them quantify and categorize the constituent parts of ‘satisfaction’ and develop seamless, hassle-free experiences that offer practical and ‘emotional’ benefits to customers. Attached and Connected: A New Standard for Brand Power To gain a competitive edge in the era of the experience economy, establishing an emotional connection with customers has never been more vital. More and more companies are recognizing this fact, and, to this end, are making every effort to improve the customer experience (CX). Fostering a connection in this way can result in a deep relationship between customer and company that grows stronger over time and runs deeper than those based on the former model of customer loyalty. Unlike physical goods, experiences don’t depreciate in value. Rather, companies can increase the value of the experiences they offer by constantly refining and evolving them which, in turn, may lead to better company-customer relationships and business outcomes. Ultimately, how expertly a company can develop and innovate in all areas of the CX will be a determining factor in their market performance and brand value – not just in the short-term, but in the medium- and long-term as well. Transformed Retail Spaces to Attractions With the ubiquity of online shopping, consumers are less likely to spend time going to offline stores – unless, that is, they offer something genuinely exciting or intriguing. Creating unique, in-store experiences or customer zones that offer a relaxing, inviting atmosphere that one wouldn’t typically associate with a traditional retail space, is a necessity for retailers looking to lure the MZ Generation away from their favorite online stores. Such activities also come under the umbrella of CX and represent an important touch point for establishing a greater rapport with and understanding of target customer groups. Marketing is another arena where brands can connect directly with consumers to actively communicate their values and philosophy but catching the attention of people who encounter more than 3,000 advertising messages a day is no simple feat. In this climate, spatial marketing – which is conducted through sites such as flagship stores and pop-ups – is an excellent solution for standing out, and a great way of delivering one’s unique identity and messaging. A physical space can ‘embody’ what a brand stands for on multiple levels – from décor and design decisions, to location choice and the way on-site interactions are directed or guided. Add in a curated selection of products and personalized demonstrations tailored to the audience, and a brand can provide a versatile experience that customers will likely remember and resonate with. ‘Retail technology’ – the integration of information and communications technology (ICT) in retail settings – further enhances the ability of spatial marketing to stimulate an emotional response, one that can draw potential customers to a brand, or solidify the affinity that existing customers have for a brand. Spaces are where our lives unfold. They are where we make memories and form opinions and relationships that can last a lifetime, and this is where the true power of spatial marketing resides. Through cutting-edge technologies, the empathetic consideration of space and a thorough understanding of what consumers value, LG continues to deliver original, unique experiences to millions of customers worldwide. Around 800 of the company’s expert designers are currently hard at work developing customized products based on comprehensive and ongoing analyses of today’s diverse consumer lifestyles. At Milan Design Week 2022, executives from LG’s Home Entertainment and Home Appliance & Air Solution companies introduced LG’s ‘CX innovation’ management strategy and vision for the future. The company is continuously launching special spaces in Korea and various overseas markets, enabling consumers to see, feel and experience LG’s unique CX for themselves. By Lee Hyang-eun, managing director of the Customer Experience Innovation Division at LG Electronics # # # View the full article

 Earlier this month, innovators from across the world joined LG at its LG NOVA Innovation Festival. Taking place at the Historic Craneway Pavilion in Richmond, California, the Innovation Festival gathered over 500 startups, industry experts, investors, mentors and influencers to converse, collaborate and network on challenges and topics that impact our future. The festival hosted over 70 speakers, 23 sessions, keynotes from Marc Tarpenning, co-founder of Tesla and NuvoMedia and Mary Lou Jepsen, founder of Openwater and co-founder and CTO of the One Laptop per Child program, and a fireside chat with 4 time NBA Champion with the Golden State Warriors and active investor, Andre Iguodala. For LG, the festival was the culmination of the year-long Mission for the Future Challenge, an initiative led by LG NOVA, the Silicon Valley-based LG North American Innovation Center whose mission is to find innovative, future-impacting startups and entrepreneur communities to build, nurture and help them grow. “What’s fundamental to changing the world is startups learning how to dance with elephants. These elephants are large corporations who have the resources to assist with this mission.” – Dr. Mary Lou Jepsen Gaby Novakovic from gener8tor interviews Andre Iguodala, 4x NBA Champion with the Golden State Warriors, General Partner, Mastry Ventures “Passion is really big. If you don’t love what you do, then it is really hard to succeed.” – Andre Iguodala Left to right, Lori Schwartz of Storytech, Marco Marinucci of Mind the Bridge, Christine Moon of BlueSpace.Ai, Young Lee of Meta Reality Labs, and Devon Drew of DFD Partners on the Power Panel: All About the Pivot Insights shared during the panel: “Now is a great time to be a startup. The world is looking for solutions from early-stage startups. Now, the vast majority of medium to large companies are realizing they need startups.” – Marco Marinucci “As a leader you have to be constantly thinking ‘are we on track?’. The simple question is, are you offering value to the industry and to your customers?” – Christine Moon “If you’re not failing from time to time, you’re not innovating enough,” – Young Lee “Pivoting, for me, means you’re in tune with your customers. You have to be constantly pivoting to leave room to be adaptable to changes. Pivoting is a positive thing.” – Devon Drew During the festival, LG NOVA announced its selection of finalists for the Mission for the Future 2021 Program and kick-started this year’s global search – Mission for the Future ‘22, the New and the Next. Submissions are open now until October 6, 2022. In this second year, LG and the LG NOVA team have expanded the scope of the program to include the Smart Home, Home Entertainment, Business Solutions and Display Solutions, along with its current tracks in Digital Health, Metaverse and Gaming, ESG/Electric Mobility and Open Innovation, in general. The intent is to get new breakthrough ideas that LG can support with its global infrastructure to help create transformation change sooner versus later. Left to Right, Dr. Sokwoo Rhee from LG NOVA, Parsoua Shirzad and Andriyko Herchak of Trendi, Keith Loo of Skinopathy, Richard Wang, Diane Guo and Oscar Guo of Metalistings, and David Blaszkowsky of Helios Data, Startup competition winners at the LG NOVA Innovation Festival One of the biggest highlights of the event was a startup pitch competition, where 12 companies pitched their ideas for changing the world to a panel of veteran entrepreneur judges and investors, including Andre Iguodala. Winners of the Pitch competition were: First place, Trendi, a Canadian robotics company helping the farm and food industry rescue and upcycle food waste into valuable products. Second place, Skinopathy, the digitization of the patient circle-of-care and solving many of the problems in dermatology today. Third place, Metalistings, a multi-chain metaverse aggregator marketplace with maps. And Audience Favorite, Helios Data, a secure data collaboration platform that eliminates data usage risk in personal data analysis and monetization. Throughout the event, attendees had the opportunity to interact with investors, corporate executives at LG and other companies, subject matter experts and each other as LG looks for ways to bring new innovations to the market that solve some of the biggest challenges in today’s world. That is what the LG Innovation Festival was created for – bring people together to discuss how to create a positive future and improve the quality of life. “Innovation can happen in many different ways. We believe in the power of uniting startups and big corporations for the ultimate collaboration. Startups have amazing technologies and businesses on their own. We want to lift these startups to another level with LG NOVA. We’re going to see amazing businesses come out of these partnerships,” said Dr. Sokwoo Rhee, SVP of Innovation for LG and Head of LG NOVA. Contributed by LG NOVA # # # View the full article

Company Discusses Latest Developments in Advanced Driver Assistance Systems and Autonomous Vehicle Technologies at Global Conference in Belgium SEOUL, Sep. 16, 2022 — LG Electronics (LG), a leader in the automotive components space, shared insights from its cutting-edge R&D work and introduced its latest in-vehicle solution at AutoSens Brussels this week. A global conference concerning Advanced Driver Assistance Systems (ADAS) and Autonomous Vehicle (AV) technologies, AutoSens Brussels is held annually at the renowned Autoworld museum in the Belgian capital. 2022 marks the second year in a row that LG has been invited to present at the event. Continuing LG’s run of success, the company has been honored this year for its achievements in the Most Innovative In-Cabin Perception Application and Most Innovative Application or Deployment of Computer Vision categories. At last year’s AutoSens Awards, LG was recognized with the Gold award in the Hardware Development of the Year category. AutoSens Brussels is one of three major conferences organized by AutoSens, an international community of academics, engineers, scientists and auto-industry professionals formed in 2015 with a view to shaping the future of vehicle perception technologies. Moved to an online-only format due to the pandemic, the 2021 event saw LG and Mercedes-Benz jointly present their successful collaboration in ADAS camera technology. At this year’s conference – back at Autoworld, and returning to in-person attendance – LG introduced its latest cabin camera solutions and shared learnings from its prominent R&D program. During an informative panel discussion, Dr. Park Young-kyung, a Vision AI expert at LG, spoke about the company’s innovative cameras for vehicles; offering his insight on topics ranging from LG’s auto component product portfolio to its ongoing R&D work. To secure key technologies for the future, the company is applying advanced AI solutions to the cabin cameras that monitor inside the vehicle, responding to strengthened vehicle safety regulations and new demand for passenger convenience at the same time. LG’s cabin camera solutions have been successfully applied for both driver and passenger monitoring. And during his speech, Dr. Park shared the process of developing these integrated monitoring solutions, from the invention of new algorithms to the latest verification systems and camera management software that ensure its cameras are on the cutting edge of technology. “Continuous R&D is the key to LG’s ongoing success in the rapidly growing AV and ADAS solutions markets,” said Eun Seok-hyun, the president of LG Vehicle component Solutions (VS) Company. “We are honored to have been asked to present at AutoSens again this year and will continue to offer our insight and support to industry bodies and expert communities who share our vision of future mobility.” # # # View the full article

LG Marks Next Major Phase of Its CTV Advertising Business SEOUL, Sep. 15, 2022 – LG Electronics (LG) today announced a rollout of LG Ads Solutions proprietary automatic content recognition (ACR) technology across LG TVs globally, beginning this September. The rollout will replace legacy technology and put the new ACR solution on millions of smart TVs across 27 countries in Europe, Africa, Asia-Pacific, Latin America and Australia. The new ACR provided by LG Ads Solutions is already active on LG smart TVs in the U.S. and with the rollout, LG CTV data will be available exclusively through LG Ads Solutions. “Since the LG Ads Solutions launch last May, the team has created tremendous momentum for the business globally,” said Chris Jo, Senior Vice President and Head of Platform Business at LG Electronics Home Entertainment Company. “This rollout of the new ACR is another great milestone that demonstrates its commitment to excellence, and dedication to bringing the best possible advertising solutions to brands and agencies around the world.” CEO Raghu Kodige said, “This rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions. It is a highly significant moment for brands across four continents, who increasingly need to reach cord-cutters and light TV viewers who have migrated to OTT services, and to understand incremental reach over traditional linear TV services. Now with LG Ads Solutions, brands globally can plan, activate and measure CTV advertising using the industry’s best ACR data set to help guarantee campaign success.” The ACR data, which is in compliance with all global and regional consumer data privacy regulations, helps brands understand, in an anonymized fashion, how frequent certain TV ads were aired in any given household. For brands, this means it can increase frequency levels for underexposed households, cap frequency for overexposed households, win over households that are exposed to competitors’ ads, and more. Of major importance, it informs brands and agencies which households they are missing completely due to cord-cutting. The data can also be used to measure the effectiveness of ads, such as if an ad drove viewers to a particular TV show or movie, or if an ad led to the download or registration of an OTT app or service. LG Ads Solutions already powers CTV campaigns in over 40 countries globally. Now, brands in any country covered by the ACR rollout can immediately begin working with LG Ads Solutions to understand TV audience viewership in their country at a granular level, in order to pinpoint audience segments and optimize reach, frequency and ad effectiveness across linear and streaming television. # # # View the full article

Chosen ‘Mission for the Future’ Companies and LG to Jointly Pursue Innovative Solutions for Digital Health, the Metaverse and Electric Mobility SAN FRANCISCO, Calif., Sep. 13, 2022 — LG Electronics’ North American Innovation Center (LG NOVA) has selected its Finalists companies for its Mission for the Future global challenge program. Representing multiple potential business paths in three industries, the companies will be working with the LG NOVA team to collaborate on new business ventures, alongside continuing to grow and scale their companies, qualifying for potential investment from LG and other investors within the LG NOVA ecosystem to develop impactful solutions for people, communities and the planet.* “This inaugural year of our challenge demonstrated how effective and powerful collaboration between technology startups and established corporations can help accelerate the innovation process,” said LG Electronics Senior Vice President of Innovation Dr. Sokwoo Rhee and head of LG NOVA. “Congratulations to the Finalists and all the companies that participated in the Mission for the Future challenge. We look forward to the journey with these companies innovating for a brighter, more technologically advanced future.” The finalists were selected from an initial pool of approximately 1,300 applicants. They secured the top spot after working closely with the LG NOVA Entrepreneur-In-Residence team over a six- to nine-month period to build and test the proposals. Throughout the process, the companies had opportunities to meet with LG business teams and investors within LG NOVA ecosystem. Finalists were presented to LG Electronics Global CEO William Cho. With this selection of companies, LG NOVA will build new businesses in Digital Health, Electric Mobility and the Metaverse, pursuing multiple paths to deliver new services and solutions that will help us move forward faster into the future. Digital Health – With digital health capabilities key to enabling the delivery of healthcare to diverse and disparate communities, LG NOVA is working to expand and scale greater access to healthcare and personal health services. Digbi Health is a digital care platform to prevent and reverse chronic metabolic, digestive and mental health conditions using gut microbiome insight, genetics, AI and food-as-medicine. Together, LG and Digbi will work to make care globally accessible at home and the office, and to advance cure. LifeNome is a B2B2C precision health platform powered by genomics and AI, offering personalized health and well-being solutions to the world’s leading enterprises. LG and Lifenome plan to bring to market the world’s first precision maternal and family health platform, supporting pregnant individuals 24/7 from conception all the way to the early stages of a child’s life. Mindset Medical is a sensor-based technology platform that can use a camera in patient-owned devices to virtually capture health and biological readings to assist doctors in enhancing medical diagnosis and treatment effectiveness. Expanding upon new services available to doctors and providers, LG’s work with Mindset Medical is expected to make it easier for medical providers to understand patient health over time or during live virtual doctor visits. XRHealth develops virtual treatment rooms, integrating immersive VR/AR technology, licensed clinicians and real-time data analytics on one platform, providing a comprehensive therapeutic care solution for patients through the continuum of care, from the hospital to the patient’s home. LG and XRHealth will continue to grow the service offering to deliver more insights to clinicians and enable more precise personalized care. Electric Mobility – With LG’s commitment to sustainability as an organization, LG NOVA is working to pursue new opportunities to expand access to electric vehicles (EV) and electric mobility solutions by enabling more businesses to leverage their infrastructure to provide EV services. Driivz empowers major EV service providers with an end-to-end EV charging and smart energy management software platform.LG and Driivz will work together to enable the hospitality industry across the U.S to offer EV charging-as-a-service, while optimizing their EV charging operations and providing their customers with an exceptional EV charging experience. I-EMS Solutions, Ltd. uses innovative AI and blockchain-based distributed energy resource management systems (DERMS) and transactive energy software platforms to enable power optimization across smart cities, smart homes and e-mobility. By working with I-EMS, LG will help modernize the electricity grid and optimize energy management to deliver better power management solutions for the market. SparkCharge offers an affordable and convenient way for electric vehicle owners to charge their EVs without a direct-access charger at home or on the road. LG and SparkCharge plan to work together to deliver turnkey EV solutions for businesses to create a stream of revenue from their parking spaces. The Metaverse – The Metaverse will bring greater capabilities that will change how we engage across the digital space in the future. LG is looking to broaden its role and explore new services and applications for enterprises that leverage the capabilities of the Metaverse. iQ3 Connect provides immersive 3D workspace technology to enable distributed teams to cost-effectively work, collaborate and train from anywhere, on any AR, VR or 2D device. LG will work with iQ3 Connect to deploy immersive training and realtime collaborative workspace solutions for enterprises. NeuroTrainer is a brain training and optimization platform deployed in VR to create immersive environments and training protocols that utilizes the scientific principles of neuroplasticity to enhance focus and cognitive performance. Expanding upon iQ3 capabilities, LG and NeuroTrainer will work together to add platform capabilities and enhancements designed to further refine NeuroTrainer as a powerful tool for corporate wellness and mental resiliency. LG NOVA’s second annual Mission for The Future (2022) is now open for submissions. Deadline to submit is Thursday, October 6, 2022. Please visit www.lgnova.com/mission22 for more information on how to submit new ideas to LG NOVA. *Subject to due diligence and other considerations. # # # View the full article

Times Square, New York City Since first taking the initiative of promoting Busan, Korea’s beautiful port city, as the perfect host for World Expo 2030 early this year, LG Electronics has carried out various promotional events worldwide by leveraging its global network of 140 subsidiaries. Busan officially submitted its intentions to host World Expo 2030 last year, based on its theme: “Transforming Our World, Navigating Towards a Better Future,” which calls for a peaceful, sustainable future for all by talking about people, prosperity and the planet. Piccadilly Circus, London Back in February, LG declared its support for Busan with its campaign airing impactful promotional videos on its famous outdoor displays in New York’s Times Square, London’s Piccadilly Circus and other high-traffic locations around the world, each one showing why Busan should be the World Expo’s next destination. LG is executing the next phase of the campaign by introducing a new series of inspirational films at multiple locations, as the company strives to share the wonders of Busan to a truly global audience. Evian Resort Golf Club, France To ensure the campaign is a success, CEO William Cho now oversees a group-wide task force set up to champion the vibrant port city’s bid. Additionally, in July at The Amundi Evian Championship in France, LG endorsed Busan’s World Expo bid in front of the eyes of golf fans from all over the world by screening its promotional video, ‘The One and Only Busan,’ on a giant billboard beside the course’s clubhouse. Raising awareness of Busan’s bid in France was especially important as this is where the General Assembly of the Bureau International des Expositions (BIE), the body that ultimately decides the location of World Expo 2030, will host its announcement event at the end of next year. IFA 2022, Berlin, Germany Moreover, like it has done at multiple prominent locations so far this year, LG recently installed over 160 banners at the entrance of ‘Messe Berlin’ during IFA 2022, Europe’s largest consumer electronics show which was held from September 2 to 6, to make its visitors from around the world aware of Busan’s promising bid. (From left to right) Heaven Lee, LG Electronics’ European representative, Franziska Giffey, mayor of Berlin, Kim Hyung-soo, president of LG Electronics Europe Region and Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. LG will proudly continue to support Busan’s bid to host World Expo 2030 by leveraging its sprawling global network. Stay tuned for more impactful LG promotional campaigns for Busan! # # # View the full article

Multinational Tech Company’s USD 1 Million Innovation Challenge Invites Innovative Minds Worldwide to Step Forward with Ideas for People and the Planet SEOUL, Sep. 6, 2022 — LG Electronics (LG) announces that its first LIFE’S GOOD AWARD is now under way. The entry period is open from Sep. 6 through Oct. 10. Announced at CES® 2022, the LIFE’S GOOD AWARD seeks to uncover innovative solutions aligned with LG’s goal of creating a Better Life for All. A total of USD 1 million will be granted to help accelerate the development of the winning submissions. Envisioning a sustainable world where Life’s Good for the planet and all its inhabitants, LG continues to pursue eco-minded solutions and ideas for a greener environment and develop user-centric products and services that provide access to convenient, valuable and novel experiences for everyone. The LIFE’S GOOD AWARD marks a significant step in LG’s sustainability journey, helping to spread the company’s Life’s Good message around the world. In addition to carrying out its own sustainable practices, the company is now inviting like-minded individuals and groups to step forward with their unique ideas to help build a Better Life for All. The LIFE’S GOOD AWARD asks entrants to submit their original and marketable solutions relating to Innovation for the Planet, which targets solutions for environmental health, or Innovation for People, which centers on ideas that can enrich daily life through prioritizing safety, usability and accessibility. True to its philosophy of open collaboration, LG looks forward to working closely with budding innovators. Submissions can be made at the LIFE’S GOOD AWARD website, where applicants can also find full details and conditions for entry. “The LIFE’S GOOD AWARD encapsulates our philosophy of innovation and our belief that the road to a better future can only be paved if we all come together,” said William Cho, CEO of LG Electronics. “We look forward to seeing people’s innovative ideas for a better society and healthier environment, and to provide our support and encouragement in their realization.” LG is bringing together respected academics from a diverse range of environment and social industries to support its own executives on the award’s judging panel, which has been dubbed the Life’s Good Committee. Judging panel members include Alex Edmans, a professor at London Business School who won the Financial Times Best Business Books of 2020 and the Financial Times award for Excellence in Sustainable Finance Education, Christopher Marquis, a professor at Cambridge Judge Business School and the 2021 Axiom Business Book Awards gold medalist in the Business Ethics Category, and Hyun S. Shin, a professor at the Hanyang Business School and a director of Collective Impact Center at Hanyang University. “Application of knowledge for the alleviation of real-world problems is what every scholar aims for,” said Marquis. “LG has given us a powerful platform to do that. The LIFE’S GOOD AWARD leverages LG’s resources to gather round budding innovators, entrepreneurs, academics and business professionals and is a compelling example of how a company can make a genuine impact to better lives.” LG has joined hands with B Lab Korea, a non-profit with expertise in measuring and certifying the social impact of businesses to ensure that all entries submitted for the LIFE’S GOOD AWARD are evaluated using relevant impact metrics. The entries will be thoroughly evaluated in the first screening, and those with the highest marks will go through a second screening carried out by a judging panel composed of selected LG executives and renowned scholars presiding in leading academic institutions. The three finalists will be announced at CES® 2023, and will present to the judging panel in a final pitch session in January. The first-place winner (Grand Prix) will be awarded USD 700,000 in prize money, and the second (Silver) and third place (Bronze) will receive USD 200,000 and USD 100,000, respectively. Innovators worldwide can refer to the LIFE’S GOOD AWARD website for more details. To keep up with the latest news and developments from LG’s inaugural innovation challenge, stay tuned to LG Newsroom. # # # View the full article

At IFA 2022 in Berlin, Germany, visitors to LG’s booth can experience a range of superb audio solutions tailor-made for today’s lifestyle. Offering stellar sound and stunning design, the company’s latest lineup includes the new XBOOM 360 speaker (model XO3Q) and the TONE Free (model T90, T60) and TONE Free fit (model TF8, TF7) true wireless earbuds. The impressive LG XBOOM 360 features in an elegant exhibit where a selection of LG’s latest innovations are paired with gorgeous furniture and home accessories from premium Dutch lifestyle brand, Moooi. The continuation of a chic collaboration that began in June at Milan Design Week 2022, the delightful display presents the companies’ shared vision for a better life. LG’s newest wireless speaker, the XO3Q immediately catches the eye with its aesthetically-pleasing design, then captivates with its authentic, 360-degree sound. Its distinctive form factor looks perfectly at home in practically any setting – indoors or out – while its clear, powerful sound delivered without distortion thanks to LG’s distortion-free reflector structure, makes one’s favorite tracks and tunes come to life. The superior sound quality of the XO3Q is the result of LG’s insistence on using components and technologies typically found only in the most expensive, high-end audio products. The latest XBOOM 360 employs a Silk Dome tweeter for the accurate and detailed reproduction of high-res audio, a Glass Fiber driver for better clarity, especially where vocals are concerned, and neodymium magnets (which are seven times stronger than the more commonly used ferrite magnets) for a more dynamic performance. LG XBOOM 360 also has a built-in lighting feature that can produce different effects in sync with the music, enabling users to change up the mood and enjoy a true multisensory experience. Offering three unique lighting modes (Ambient mode, Nature mode and Party mode) to choose from, the XO3Q makes it easy to create a cool, curated vibe fit for any time or occasion. Additionally, users can make their own customized lighting effects via the LG XBOOM app. Innovatively combining sound and light, the XO3Q heightens the emotional impact and enjoyment of listening to great music while elevating even the most sophisticated of space with its ‘art object’-like appearance. LG’s new LG TONE Free earbuds (model T90) are on the show. The new earbuds boast the perfect combination of high-quality sound, user-centric features and a design that delivers a more comfortable fit. LG TONE Free earbuds are the world’s first wireless earbuds to support Dolby Head Tracking across all content and devices. Dolby Head Tracking automatically recalibrates the sound whenever the user moves their head, ensuring a more immersive audio experience whether they’re listening to music, watching movies or playing games. The new earbuds also feature advanced Active Noise Cancellation (ANC) and LG’s comfort fit design, helping to provide users with the ultimate sound experience. Visitors to IFA can check out the brand-new LG TONE Free fit earbuds (model TF8) as well. A great choice for those who lead an active lifestyle, TONE Free fit have a unique design that incorporates SwivelGrip technology, which helps keep the earbud firmly but comfortably in the ear during even the most vigorous workouts. IP67 rated, LG’s new earbuds can stand up to tough exercise sessions and harsh environmental conditions, providing proven resistance to rain, splashes, sweat and dust. LG TONE Free fit earbuds also make excellent companions for day hikes or working on projects in the yard, keeping the music coming for up to 10 hours on a single charge. With supreme sound and unique designs, the latest audio products from LG on show at IFA 2022 are a treat for the ears and eyes. To keep up with all the news and announcements from LG, stay tuned to Beyond News. # # # View the full article

Addition of Blacknut, Utomik and New ‘Gaming Shelf’ on Latest LG TVs Showcases Company’s Commitment to Putting Gamers’ Needs First SEOUL, Sep. 5, 2022 — LG Electronics (LG) is expanding the gaming experience on its latest TVs, adding new cloud-gaming services to give users more choice, and a UI update that makes it easier to get in the game. These latest upgrades are representative of LG’s continuing commitment to bringing gamer-centric content and capabilities to its industry-leading TVs. Requiring no PC, console or game installations, cloud-gaming platforms make gaming more accessible than ever. Blacknut and Utomik Cloud, arriving on LG TVs in September and November, respectively,1 deliver a wealth of titles spanning classic AAA games, indie favorites, story-driven adventures, sports, strategy and more. Via monthly subscriptions, the two apps offer users the ability to select and instantly play any game from their extensive catalogs – both of which welcome new titles monthly. Blacknut presents subscribers with over 500 PC and console games, with the greatest variety of premium content for all members of the family and with up to five players’ profiles. The Blacknut catalog offers the largest collection of racing and sports games in the cloud gaming space, but also critically acclaimed hits, such as Metro Exodus, Overcooked and a vast collection of Disney games. Utomik Cloud boasts a curated and growing selection of 100+ games from its 1,300+ PC games library covering diverse genres with indie favorites like Coffee Talk, My Time at Portia and Turnip Boy Commits Tax Evasion among the platform’s many highlights. The new cloud gaming apps will be arriving starting this month on the LG Apps Store on LG TVs running webOS 6.0 and webOS 2022. And thanks to LG’s newly updated gaming UI, users will soon be able to find a range of popular cloud gaming services on the convenient Gaming Shelf,2 which can be easily found on the new Home Screen. Select NVIDIA GeForce NOW titles are already accessible from the Gaming Shelf. The ability to access games from Google Stadia and other gaming services via the Gaming Shelf will be added to LG TV in future updates. # # # 1 Blacknut will be available on applicable LG Smart TV models in the UK, France, Germany, Austria and Switzerland from September, in North America later this year, and in more regions worldwide by the first quarter of 2023. Utomik Cloud will launch starting in November in the US, the UK, Ireland, Germany, The Netherlands, Belgium and Luxembourg. 2 Gaming Shelf is available globally for LG Smart TV models running webOS 6.0 and webOS 2022. View the full article

With an Integrated NFT Market Place and Offering Safe, Secure Payment, LG Art Lab Provides Compelling, New Way to Enjoy and Trade Digital Art on LG’s Premium TVs SEOUL, Sep. 5, 2022 — LG Electronics (LG) has launched its very own non-fungible token (NFT) platform, LG Art Lab. Now available in the U.S. on the company’s TVs running webOS 5.0 or later, and accessible directly from the Home Screen, the new platform enables users to buy, sell and enjoy high-quality digital artwork. Delivering outstanding picture quality and offering several, large screen sizes to choose from, LG’s state-of-the-art TVs are the perfect medium for displaying one’s NFT collection. A convenient, one-stop solution for viewing and trading NFTs at home, the platform includes the LG Art Lab Drops feature, which profiles artists and previews new works coming soon to the platform. Meanwhile, the real-time Live Drops countdown ensures users never miss an opportunity to acquire a ‘just dropped’ NFT. LG’s new platform, based on the Hedera network, the most used, sustainable, enterprise-grade public ledger for the decentralized economy, makes buying and selling as simple as possible, incorporating onscreen QR codes that let users quickly complete transactions via Wallypto – the company’s crypto-currency wallet for smartphones. Once purchased, an NFT can be traded on LG Art Lab Marketplace, where users can easily view transaction history, while in My Collection they can admire all of their owned artworks. When displayed on the cinematic, 16:9 aspect ratio screens of LG’s TVs, NFTs come fully to life – especially on the company’s OLED TVs, which leverage self-lit pixels to deliver infinite contrast, inky blacks and exceptional color accuracy. A treat for fans of contemporary art, LG Art Lab welcomes the first-ever digital artwork from well-known sculptor Barry X Ball. Famous for reinterpreting classical and modernist sculptures using the latest 3D scanning and printing technologies, as well as traditional techniques, Barry X Ball is now making his exciting debut in the world of NFT art with unique ‘Metal’ series digital works. The first of these NFT masterpieces, which perfectly capture all the textures, details and materials – including precious metals and gemstones – used in the artist’s remarkable sculptures, will be available via the platform’s LG Art Lab Drops feature in the next weeks, with “Stone” series and other artists’ works to be added on a monthly basis. With their immaculate picture quality and stylish, minimalist aesthetic, LG’s next-gen TVs have featured in several high-profile events on the art world calendar, including the recently-held Frieze Seoul. To find out more about LG Art Lab, please visit www.lgartlab.com. # # # View the full article

LG is Teaming Up with NTS to Showcase the Brand-new MoodUP at the “Notes + Tones” Event Featuring Themed Cocktail Pairings and Music Programmed by NTS BERLIN, Sep. 2, 2022 — LG Electronics (LG) is set to host a sophisticated party in Berlin, to share the brilliance of its new MoodUP refrigerator, unveiled today at IFA 2022. Held in partnership with NTS Radio – a global online radio station and media platform – the event will present inspiring, mood-driven experiences centered on LG’s latest kitchen innovation ‘MoodUP’ refrigerator. With its revolutionary, color-changing LED door panels, LG MoodUP delivers unrivaled interior design flexibility and a new way to create a stylish, integrated kitchen. Taking cues from the creative potential of the MoodUP refrigerator, the Notes + Tones event will showcase a range of moods by mixing color, sound and flavor. From ‘Roots’ – a mix of warm, natural tones, reggae and jazz, and flavors like whiskey and smoke to ‘Sky’ – bright, bold hues, glossy electronica, and punches of rum, mango and absinthe. A dynamic installation of the MoodUP refrigerator will cue the shifts in mood throughout the evening. As the palette of the fridges shifts, the colors and lighting in the space, the genres of music in the DJ sets and the flavors on the cocktail menu will shift with it. Along with meeting the new MoodUP refrigerator and enjoying delicious, hand-crafted drinks, guests at the event will get to spend an evening listening to great sounds, with themed sets programmed by NTS and featuring DJs Eva Geist, mobilegirl, Slim Soledad and Zakia. Notes + Tones kicks off at CAN on the evening of September 3. Those in attendance will also have the opportunity to see how easy it is to change the MoodUP’s color or theme using the LG ThinQ app. What’s more, they’ll even receive a specially-made cocktail matched to their favorite MoodUP look. “The MoodUP refrigerator is a highly-evolved home appliance that can change colors to match users’ moods and enhance the kitchen environment,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “We are thrilled to be collaborating with NTS on this exciting event. They play with a broad spectrum of genres and sounds which made them the perfect partners to showcase the many moods and hues of the MoodUP fridge.” The brand-new MoodUP refrigerator is on display at LG’s exhibition booth in Hall 18, Messe Berlin during IFA 2022 (September 2-6). # # # View the full article

Company to Introduce Unique Character Figures and Toy Home Appliances During Berlin’s Annual Tech Showcase BERLIN, Sep. 2, 2022 — LG Electronics (LG) in collaboration with PLAYMOBIL®, Germany’s renowned toy manufacturer, is set to unveil an exclusive collection of LG-themed toys at IFA 2022 in Berlin. The adorable, new figures and toy appliances will be available from next year at a series of online and offline events aligned with LG’s commitment to creating F.U.N (First, Unique and New) customer experiences. Displayed in the Lifestyle zone of the company’s IFA booth – along with LG’s latest, premium home appliances – are three of the brand-new character figures created by LG and PLAYMOBIL. There’s the safety-conscious and always-ready-to-help Henry (a.k.a. ‘LG Man’), the popular kitchen and lifestyle influencer Nora and the fashion-forward J. J. Helping the trio of LG-PLAYMOBIL personalities to live a comfortable, miniature-scale lifestyle at home are toy versions of LG’s innovative appliances, including washing machines, InstaView ovens and InstaView refrigerators, and the all-in-one WashTower. The cute characters and pint-sized appliances will also be maintaining a social media presence, appearing in entertaining content across LG’s online channels, including the Home Appliance Company’s official Instagram account, the Life’s Good Kitchen (@lifesgoodkitchen). “We’re delighted to give IFA visitors a sneak preview of our fantastic new toy collection, created in collaboration with Germany’s own PLAYMOBIL,” said Roh Soo-kie, head of brand communications at LG Electronics Home Appliance & Air Solution Company. “Consumers will be able to get their hands on these very collectible, little toys at exclusive events and promotions starting in early 2023. We will continue to offer interactive activities that deliver unique customer experiences and highlight LG’s ongoing commitment to innovation for a better life.” Visitors to IFA 2022 (September 2-6) in Berlin, Germany, can learn more about the new toy collection at LG’s exhibition booth in Hall 18, Messe Berlin. # # # View the full article

Featuring Unique, Color-Changing Door Panels, the Innovative ‘MoodUP’ Fridge Revolutionizes the User Experience BERLIN, Sep. 1, 2022 — LG Electronics (LG) is set to unveil its groundbreaking MoodUP refrigerator with color-changing LED door panels at IFA 2022. Following up the recent launch of LG’s ‘always-evolving’ upgradable appliances, and the introduction of the ultra-elegant LG Objet Collection, the new fridge serves as yet another example of the company’s ability to respond to – and create – new trends in the home appliance space. The unique MoodUP, equipped with LG’s advanced refrigeration and smart technologies for better food freshness and enhanced convenience, also delivers a completely new kitchen experience, allowing users to choose a wide range of vibrant colors to its LED doors and play music via its built-in speaker as per their personal tastes and moods. With its innovative LED door panels, LG’s MoodUP refrigerator presents unrivaled interior design flexibility and a new way to create a stylish, integrated kitchen. Through the LG ThinQ app, users can choose from 22 colors for the upper door panel and 19 colors for the lower, giving them the ability to change the look of the fridge and their kitchen environment. Users can also customize the panels’ appearance and refresh the mood by applying various, evocative color themes including Season, Place, Mood and Pop. Using the tones and hues of nature, Season represents different times of year, while Mood elicits a feeling of wellbeing through the use of soft, soothing colors. In addition to its stunning, changeable colors, LG’s new refrigerator provides excellent sound via a built-in Bluetooth speaker that can be easily connected to a smartphone, tablet or laptop. Users can match their mood – or the fridge’s current color or theme – with songs from their favorite music streaming apps, or from the Music Collection playlist on the ThinQ app. What’s more, when the speaker is playing audio, the MoodUP’s LED panels can change colors in sync with the music, adding a sense of liveliness and fun to users’ time in the kitchen. LG’s revolutionary, new fridge also boasts user-friendly features, such as convenient and colorful notifications. When the refrigerator’s door sensor detects that the fridge compartment has been left open for too long, the panel on the door left open blinks repeatedly; letting users know that the door needs closing and helping to prevent cold air loss and unnecessary energy consumption. And when the MoodUP’s motion sensors detect that someone is approaching, both panels blink in welcome. The fridge even makes things easier at night time, its freezer door glowing brighter to help midnight snackers find and open the door. With its LED door panels switched off, the MoodUP refrigerator offers a combination of Lux Gray and Lux White for a more traditional look in the kitchen. The chic, timeless finish harmonizes with any décor and evokes the natural, subtle contrast of different colored stones. LG’s game-changing, new fridge also applies the company’s own On-Device AI chip for smart home appliances. Integrating advanced AI, the module enables the MoodUP to improve and extend the user experience with features such as upgraded voice recognition and Wi-Fi and Bluetooth connectivity. “We at LG have always found exciting, new ways to move the customer experience forward and we are proud to do it again with the brand-new MoodUP refrigerator,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “Bringing color, music and convenience to the kitchen, and incorporating LG’s cutting-edge technologies and innovative design features, this unique refrigerator demonstrates our continuing commitment to delivering a better life at home.” Visitors to IFA 2022 (September 2-6) can experience all of LG’s latest innovations, including the MoodUP refrigerator, at the company’s booth in Hall 18, Messe Berlin. # # # View the full article

Company Introduces Products and Services Designed to Bring New Possibilities and Experiences to Daily Life BERLIN, Sep. 1, 2022 — At IFA 2022, LG Electronics (LG) is showcasing a diverse range of smart life solutions designed to meet the needs and tastes of consumers in a changing world. Under the exhibition theme of ‘Life, Reimagined,’ the company is presenting its cutting-edge consumer-centered innovations that bring new possibilities and experiences to daily life. When entering LG’s booth (Hall 18, Messe Berlin) at IFA, visitors are greeted by the jaw-dropping 97-inch OLED evo Gallery Edition TV. The world’s largest OLED TV, the 97-inch G2 model adds a whole new dimension to home entertainment with its self-lit OLED picture quality, advanced AI-based image-processing technologies and impressive scale. Several of LG’s latest, premium large-screen TVs will be on display this IFA, including the award-winning 88-inch LG SIGNATURE OLED TV 8K. Also on show in Berlin is LG’s massive 136-inch 4K Micro LED (3,840 x 2,160). This innovative home entertainment solution presents first-class picture quality on a spectacular scale, pairing micrometer-sized self-lit pixels with a modular design. Visitors to LG’s booth will also have the opportunity to enjoy an immersive OLED gaming experience in the retro-style Flex Arcade Zone. Inside are several gaming stations where visitors can try out new console games and old-school classics on LG’s state-of-the-art OLED TVs, including the world’s first flexible 42-inch OLED TV – the brand-new LG OLED Flex. Offering ‘20 curves in one screen’ and a host of gamer-centric features and settings, the Flex lets users personalize their gaming setup like never before. LG’s booth also includes the Lifestyle Zone, where visitors can explore a wide range of LG products and services that can be tailored to suit any tastes or preferences. The Lifestyle Zone serves up a stunning showcase highlighting LG’s latest lifestyle TVs from the LG OLED Objet Collection, its newest audio solutions, such as the distinctive LG XBOOM 360 wireless speaker, and exclusive furniture pieces and home accessories from premium Dutch lifestyle brand, Moooi. Other innovations on display at IFA include LG’s total shoe care solution, the LG Styler ShoeCase and ShoeCare, AI washer and dryer models that make laundry management faster and more convenient, and the Aero Furniture: a table-type air purifier that blurs the line between furniture and high-performance air care appliance. IFA attendees can also get ‘hands on’ with LG’s latest ergonomics- and productivity-enhancing monitors at the Ergo Monitor Workstation, and its growing selection of gaming displays at the UltraGear Gaming Monitor Play Zone. The ‘Life, Reimagined’ experience can be enjoyed in-person by visiting LG’s booth at IFA 2022 (September 2-6). Those unable to attend will still be able to tour LG’s booth via videos uploaded to the LG Global YouTube channel (www.youtube.com/GlobalLG). # # # View the full article

LG is Teaming Up with NTS to Showcase the Brand-new MoodUP at the “Notes + Tones” Event Featuring Themed Cocktail Pairings and Music Programmed by NTS BERLIN, Sep. 1, 2022 — LG Electronics (LG) is set to host a sophisticated party in Berlin, to share the brilliance of its new MoodUP refrigerator, unveiled today at IFA 2022. Held in partnership with NTS Radio – a global online radio station and media platform – the event will present inspiring, mood-driven experiences centered on LG’s latest kitchen innovation ‘MoodUP’ refrigerator. With its revolutionary, color-changing LED door panels, LG MoodUP delivers unrivaled interior design flexibility and a new way to create a stylish, integrated kitchen. Taking cues from the creative potential of the MoodUP refrigerator, the Notes + Tones event will showcase a range of moods by mixing color, sound and flavor. From ‘Roots’ – a mix of warm, natural tones, reggae and jazz, and flavors like whiskey and smoke to ‘Sky’ – bright, bold hues, glossy electronica, and punches of rum, mango and absinthe. A dynamic installation of MoodUP refrigerator will cue the shifts in mood throughout the evening. As the palette of the fridges shifts, the colors and lighting in the space, the genres of music in the DJ sets and the flavors on the cocktail menu will shift with it. Along with meeting the new MoodUP refrigerator and enjoying delicious, hand-crafted drinks, guests at the event will get to spend an evening listening to great sounds, with themed sets programmed by NTS and featuring DJs Eva Geist, mobilegirl, Slim Soledad and Zakia. Notes + Tones kicks off at CAN on the evening of September 3. Those in attendance will also have the opportunity to see how easy it is to change the MoodUP’s color or theme using the LG ThinQ app. What’s more, they’ll even receive a specially-made cocktail matched to their favorite MoodUP look. “The MoodUP refrigerator is a highly-evolved home appliance that can change colors to match users’ moods and enhance the kitchen environment,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “We are thrilled to be collaborating with NTS on this exciting event. They play with a broad spectrum of genres and sounds which made them the perfect partners to showcase the many moods and hues of the MoodUP fridge.” The brand-new MoodUP refrigerator is on display at LG’s exhibition booth in Hall 18, Messe Berlin during IFA 2022 (September 2-6). # # # View the full article

Groundbreaking LG OLED Flex Delivers Personalized Gaming Experience with Fully Adjustable Screen Curvature, Superb Picture Quality and New Gaming Features SEOUL, Aug. 31, 2022 — LG Electronics (LG) is introducing LG OLED Flex (model LX3), an innovative new TV boasting the world’s first bendable 42-inch OLED screen. Perfect for immersive console, PC and cloud gaming, and for enjoying live TV broadcasts and content streaming services, LG OLED Flex ushers in a whole new era of screen customizability. The LX3’s remarkable display can go from completely flat to spectacularly curved (900R),1 letting users choose their ideal arc from twenty levels of curvature, for a truly personalized viewing experience. The game-changing form factor of the LG OLED Flex is made possible by LG’s backlight-free, self-lit OLED technology. Whether flat or curved, the LG OLED evo technology-equipped LX3 delivers the same exceptional picture quality and performance that have made LG OLED the choice of discerning consumers the world over. Providing infinite contrast, deep blacks, highly-accurate colors (100 percent color fidelity certified),2 a lightning-fast 0.1 millisecond response time and low input lag, LG OLED Flex will make users feel like they’re part of the on-screen action. In addition to lifelike image quality, powered by α (Alpha) 9 Gen 5 intelligent processor and unique picture algorithms, LG OLED Flex offers outstanding eye comfort as evidenced by its multiple flicker-free, glare-free3 certifications. Easier on the eyes, the LX3’s OLED screen enables users to enjoy longer gaming sessions and binge-watch their favorite shows without experiencing eye fatigue. Meanwhile, the application of LG’s super anti-reflection (SAR) coating helps to reduce visual distractions, so that users can focus all their attention on what’s on screen. With compelling customization options for a more personalized user experience, the bendable 42-inch display is unlike anything else on the market. Users can quickly adjust the LX3’s curvature to one of two available presets using the dedicated button on the remote control or manually change the degree of curvature in five percent increments over 20 different levels. Additionally, the screen of LG OLED Flex can be tilted toward up to 10 degrees or away up to 5 degrees from the user and has a height-adjustable stand – up or down by 140 millimeters – guaranteeing ergonomic comfort for those who like to sit up, and those who like to lean back. What’s more, the LX3 comes with exclusive features and functions that give users greater control over their gaming experience. For example, they can adjust the size of the onscreen image4 according to their individual preferences or the genre of game they’re playing. Fans of role playing games (RPGs), racing games or platformers will likely want to use all 42 inches of the screen, while real time strategy (RTS) or first-person shooter (FPS) gamers might prefer a 32- or 27-inch image that allows them to see everything going on in the game-environment at a glance. The image resize feature can be easily accessed from the ultra-convenient Gaming Dashboard menu, where users can also choose the position high, low or centered of the smaller image on screen. The new Game app, which is exclusive to the LX3, supports custom screensavers, offers shortcuts to popular apps, such as Twitch and YouTube, and provides a list of connected external input devices, all on the same screen. Revamped for LG OLED Flex, LG’s Gaming Optimizer adds customized sound settings for specific game genres to its diverse range of gamer-centric picture and audio options. Its dedicated game sound settings menu includes an equalizer, switches for AI Game Sound and Dolby Atmos, and offers access to advanced audio settings, enabling users to tailor the gaming experience precisely how they want it. Gamers will also appreciate the LX3’s Multi View mode, which allows them to view content from two different sources simultaneously and select which audio they want to hear. This means they can play a PC or a console game while watching YouTube videos5 streamed from their smartphone at the same time. For maximum convenience, the Switching Hub function makes it possible to use the LG OLED Flex’s built-in microphone and any devices connected via its USB ports such as a headset, keyboard or mouse with a PC connected by HDMI cable. By pressing the source switching button on the side of the LX3’s stand, users can switch device connection back and forth between PC and LG OLED Flex without having to physically disconnect and reconnect anything. Additionally, the built-in mic provides effective echo-cancellation for crystal-clear voice chatting while gaming. The LX3 also delivers excellent sound with two front-firing 40W speakers that help further elevate the gaming and content-viewing experience. And with built-in support for Dolby Atmos, the TV adds greater clarity, depth and liveliness to audio on compatible titles. LG’s outstanding OLED TV lineup, including the new LG OLED Flex, offers one of the best big-screen gaming experiences around, with support for Dolby Vision gaming at 4K 120Hz and the latest HDMI 2.1 features, such as variable refresh rate (VRR) and auto low latency mode (ALLM). Moreover, LG’s bendable display is G-SYNC® Compatible and AMD FreeSync Premium certified, ensuring tear- and stutter-free visuals that help bring games fully to life. To complete the personalized user experience, LG OLED Flex incorporates a customizable lighting feature into its shield-like rear design. The LX3’s lighting enhances the atmosphere by synchronizing with the video or audio of the content playing on screen, offering five modes6 for users to choose from. LG Flex will be on display at IFA 2022 in LG’s booth in Hall 18 of Messe Berlin. # # # 1 Based on internal testing, the maximum curvature of LG OLED Flex is similar to that of a display with a fixed curvature of 900R. 2 LG OLED panels are certified by Intertek for 100% Color Fidelity measured to CIE DE2000 with 125 color patterns. 3 LG OLED panels are certified Flicker-Free and Discomfort Glare Free by UL. 4 Virtual screen size adjustment functionality will be available later this year. 5 YouTube videos can be streamed from a smartphone while playing games via an HDMI-connected source or while watching live TV. 6 Lighting modes not available for all input sources. View the full article

Equipped With Company’s Renowned Clothing Care Technologies, New Products Introduce an Innovative Shoe Management Experience, From Care to Storage SEOUL, Aug. 30, 2022 — LG Electronics (LG) is revolutionizing the at-home shoe care experience with the introduction of LG Styler ShoeCase and ShoeCare at IFA 2022. Equipped with the company’s hygiene-enhancing TrueSteam technology, LG’s total shoe care solution offers innovative, customized shoe management, collection and storage to enable new daily lifestyles. As the culture of collecting expensive designer, luxury and limited-edition sneakers grows among the MZ generation – Millennials and Gen Z – LG’s internal research found that these ‘sneakerheads’ would benefit greatly from a solution that not only made their cherished shoes stand out more, but also provided them with the optimal care. LG Styler ShoeCase with transparent panels is a space-friendly solution for shoe storage and showcasing shoes. In addition to creating the ideal environment for storing shoes by protecting against humidity and fabric-discoloring UV light,1 the Styler ShoeCase represents a great way for shoe enthusiasts to show-off their favorite pairs, offering interior features such as a 360-degree rotating turntable and a modular design that makes it possible to stack up to four cases on top of one another. Also making its debut at IFA, like many of LG’s state-of-the-art home appliances, including dishwashers and the Styler, a clothing care solution with steam technology, LG Styler ShoeCare employs the company’s proven TrueSteam technology to deliver a ‘refreshing’ shoe management experience. It also leverages the Zeo-Dry filter’s absorbent properties of zeolite to soak up moisture and help remove smells from footwear, making shoes more pleasant to wear and to have around.2 Moreover, the new LG Styler ShoeCare solution optimizes the management of various shoe types, including leather, suede and sports footwear, with its 10 different courses. Depending on the type and fabric of the shoe, it sophisticatedly controls its use of TrueSteam to refresh the shoe. What’s more, quiet and efficient, LG’s revolutionary product can refresh up to four pairs of shoes in only 37 minutes (standard course) while operating at just 35 decibels, which ensures a quiet and efficient performance. The convenient LG Styler ShoeCare also boasts LG’s unique multiple Moving Nozzle, which dry out the insides of the shoes being refreshed and can be effortlessly adjusted according to the height of each pair. And, courtesy of the Dual Care System feature, users can clean two different types of shoes (with different fabric care needs) at the same time. For a more convenient shoe care experience, users can access a range of services for the LG Styler ShoeCase and ShoeCare via the ThinQ app. LG’s intuitive app lets users remotely control and monitor the Styler ShoeCase and ShoeCare, LG is also partnering with various lifestyle brands to bring new features and functions to its shoe care appliances, which will be made available via the ThinQ apps’ Upgrade Center. “LG’s new Styler ShoeCase and ShoeCare form a total shoe care solution for hygienically cleansing, storing and displaying one’s footwear,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “Utilizing our latest technologies and offering convenient control and design, these groundbreaking products are ideal for consumers looking for a better, more enjoyable way to manage their shoe collection. We will continue to deliver innovative solutions for a better life at home.” Visitors to IFA 2022 can experience all of LG’s latest innovations, including Styler ShoeCase and ShoeCare, at the company’s booth in Hall 18, Messe Berlin. # # # 1 LG Styler ShoeCase panels are coated with ultraviolet light absorber, helping to prevent discoloration caused by sunlight or fluorescent lighting. 2 The Styler ShoeCare’s Zeo-Dry filter is made of the high-performance drying material, ‘Zeolite,’ which is commonly used for dehumidifying and deodorizing. The absorption feature is regenerated when heat and pressure are applied to a ZeoDry filter containing moisture or odor particles. View the full article

With Superior, Self-lit Picture Quality, LG’s Latest OLED TVs Continue the Journey to Highlight the Intersection of Fine Art and Innovative Technology at Influential Art Fair SEOUL, Aug. 29, 2022 — LG Electronics (LG) is showcasing the incredible image quality of the company’s OLED TVs and exciting, new possibilities for artistic expression as the LG OLED ART project comes to Frieze Seoul (September 2-5). Since establishing the LG OLED ART project, LG has created an unprecedented synergy with many artists worldwide, building a new trend in the art and technology world and the company’s OLED TVs have been the perfect digital canvases for memorable art world collaborations. As part of the LG OLED ART project, the OLED ART World Tour, which has visited various regions including New York, London, Venice and Basel, continues its inspiring, international voyage of innovation and creativity at Frieze Seoul. LG’s OLED TVs have featured in the work of several high-profile artists and have been exhibited at top galleries and renowned art events worldwide. The next stop on the OLED ART World Tour will be Frieze Seoul, which will mark the first time Frieze has taken place in Asia – and the second time LG has collaborated with the esteemed British-Indian artist, Anish Kapoor. As it was during Art Basel 2022 in June, Kapoor’s experiential digital art will be showcased on the stunning LG SIGNATURE OLED R at Frieze Seoul. Kapoor’s mesmerizing digital works – which feature three-dimensional, abstract shapes with slowly shifting and gorgeously saturated colors – harmonize perfectly with the immaculate picture quality of LG OLED and the unique form factor of the company’s one-and-only rollable TV; delivering something extraordinary for art-lovers to enjoy in the South Korean capital. And, as part of the ongoing LG-Kapoor collaboration, the LG SIGNATURE OLED R Anish Kapoor Edition will also be on display during Frieze. The exclusive, special-edition model includes Kapoor’s media artwork and comes with a numbered certificate and the artist’s signature. LG has also teamed up with prominent American sculptor, Barry X Ball, who will be showing his first-ever NFT artwork at the event. Known for producing eye-catching sculptures that merge the contemporary and the classical, Ball has transformed some of his physical creations into 3D digital images complete with incredible detail and ‘surfaces’ one can almost feel. Visitors to Frieze Seoul can admire the artist’s sculptural NFT artworks on LG’s state-of-the-art OLED evo TVs, which accurately reproduce the textures and colors of the materials – including precious metals and gemstones – used in Ball’s original sculptures. Offering higher brightness, clarity and detail, LG OLED evo delivers exceptionally lifelike images that practically jump off the screen. Among the company’s advanced TVs displaying artwork at Frieze Seoul are the elegant LG OLED Objet Collection Easel and LG OLED Objet Collection Posé. The two aesthetically-pleasing models form part of LG’s latest innovative lifestyle OLED TV lineup. Perfect for complementing – and displaying – works of art, the Easel and Posé look right at home in the most sophisticated galleries and art museums. LG continues to offer enriching art experiences all around the globe, hosting exclusive exhibitions and events that make clear the intrinsic link and undeniable harmony between art and technology. Its OLED ART project continues to produce memorable artist collaborations that are helping to expand the definition of art while also providing inspiring, new customer experiences. At Frieze Seoul, LG will once again honor its commitment to elevating art and lifestyles through the self-lit picture quality of its peerless OLED TVs. Every digital artwork brought to life by LG OLED will be uploaded to the project website as they are unveiled, so that art enthusiasts and OLED fans around the world can enjoy them anytime, anywhere. # # # View the full article

LG Consolidates Position as Leader of Premium TV Market with Extensive Range of Large Screen TVs Leveraging Latest Display Technologies SEOUL, Aug. 29, 2022 — LG Electronics (LG) has announced that the world’s largest OLED TV, the LG OLED evo Gallery Edition TV, model 97G2, will soon be available for purchase in global markets. Specific launch dates for key markets will be shared in the following weeks. The 97G2 has an awe-inspiring 97-inch screen that leverages LG’s self-lit OLED technology to deliver immersive viewing experiences on a grand scale. With the arrival of its biggest-ever screen size, the company’s 2022 OLED TV lineup now boasts stellar 42-, 48-, 55-, 65-, 77-, 83-, 88- and 97-inch options. The undisputed leader of the global premium TV market for nine consecutive years,1 LG OLED has become the choice of millions of consumers worldwide. OLED TVs employ self-lit pixels that can be turned on and off individually to reproduce perfect blacks, incredibly natural colors and infinite contrast. Backlight-free, OLED allows for the creation of unprecedented form factors such as flexible and rollable TVs. At IFA 2022, LG will be showcasing the brand-new model, 97G2, as part of its expanded lineup of premium TVs, which includes a growing number of superb, ultra-large screen sizes designed for memorable home viewing experiences. The company will also show off the diversity of its cutting-edge display technologies, with models from its outstanding OLED, Micro LED and QNED TV ranges on exhibit at its IFA booth. According to a recent market research report,2 OLED TVs will account for 55 percent of the European premium TV market this year, and 66 percent by 2023. The report also forecasts that, in 2022, global shipments of TVs over 70-inches will reach approximately 14.9 million units, increasing to nearly 17.1 million units next year. With its widening portfolio of large and ultra-large screen OLED TVs, LG is well positioned to continue its dominance of the premium TV segment in Europe, and worldwide. One of the stars of LG’s IFA exhibit, the 97-inch LG OLED evo Gallery Edition TV utilizes the company’s OLED evo technology, α (Alpha) 9 Gen5 AI Processor and advanced picture algorithms to deliver lifelike images and a genuinely immersive, cinematic viewing experience. The 97-inch G2 series model also incorporates LG’s flush-to-the-wall Gallery Design, offering a seamless, integrated look that will instantly elevate the most luxurious home movie theater. Headlining LG’s stunning lineup of 8K TVs at IFA are the 88-inch LG SIGNATURE OLED 8K (model 88Z2) and 86-inch QNED TV (model 86QNED99). Both ultra-large models combine jaw-dropping size, the superior sharpness of the 8K (7,680 x 4,320) resolution and LG’s latest display technologies to make content of any genre more immersive. With over 33 million self-lit OLED pixels, the 88Z2 presents an amazing level of detail, along deep, dark blacks, infinite contrast and lifelike colors that remain true across a wide viewing angle. Meanwhile, the 8K 86QNED99 equips LG’s Quantum Dot NanoCell and Precision Dimming technologies to deliver sharp, vibrant images on its impressive 86-inch screen. Also on show in Berlin is LG’s massive 136-inch 4K Micro LED (3,840 x 2,160). This innovative home entertainment solution presents first-class picture quality on a spectacular scale, pairing micrometer-sized self-lit pixels with a modular design. Visitors to IFA 2022 (September 2-6) can check out all of LG’s latest flagship TVs, including the world’s first 97-inch OLED TV, at its booth in Hall 18, Messe Berlin. # # # 1 Source: Omdia (In terms of units shipped over the 9-year period from 2013-2021) 2 Source: Omdia (https://www.prnewswire.com/news-releases/omdia-transformable-display-market-will-grow-up-to-117-7-million-units-in-2029–301605840.html) View the full article

The Exceptional 45GR95QE Boasts a 45-inch Curved OLED Anti-glare Display with a 0.1ms Response Time and a 240Hz Refresh Rate SEOUL, Aug. 26, 2022 — LG Electronics (LG) is unveiling its latest premium monitors at IFA 2022 in Berlin, Germany, including the superb, new UltraGear OLED gaming monitor (model 45GR95QE). LG’s first curved OLED display with a 240Hz refresh rate, the 45-inch model is designed for immersive gaming experiences, offering the visual performance, speed and features serious gamers demand. Visitors to LG’s booth at IFA 2022 can explore a wide range of cutting-edge LG monitor products, including the new UltraGear and the UltraFine Display Ergo AI (model 32UQ890), which delivers a truly customizable setup for superior user comfort at home or at the office. UltraGear OLED Gaming Monitor In addition to being LG’s first 45-inch curved OLED gaming monitor with a 21:9 aspect ratio and WQHD (3440 x 1440) resolution, the 45GR95QE is also the company’s first-ever display to combine a 45-inch screen-size with an 800R curvature; a pairing that helps boost users’ sense of immersion. A genuine gaming powerhouse, the 45GR95QE will be displayed at IFA 2022 along with LG’s impressive 48GQ900 UltraGear OLED gaming monitor. As one would expect, the company’s newest gaming monitor ramps up the realism and responsiveness, offering excellent picture quality as well as unrivaled speed. Along with a 240Hz refresh rate and 0.1 millisecond Gray-to-Gray (GTG) response time, the 45GR95QE provides 98.5 percent coverage of the DCI-P3 color space, superior HDR10 performance and support for HDMI 2.1 – including features such as Variable Refresh Rate (VRR) – and DisplayPort 1.4. Thanks to its large size, 21:9 aspect ratio, borderless design and 800R screen curvature, the new UltraGear helps transport users into their favorite PC or console games as few other monitors can. What’s more, it is also the ideal size for most desk setups and offers smooth multitasking with features such as Picture-by-Picture (PBP) and Picture-in-Picture (PIP). The UltraGear brand’s first curved OLED gaming monitor, the 45GR95QE delivers the same, stellar OLED picture quality as its predecessor (model 48GQ900) while adding an 800R curvature and LG’s Anti-glare & Low Reflection coating. These key enhancements help to increase users’ sense of being in the game, enveloping them in the onscreen action and reducing annoying, visual distractions at the same time. LG’s industry-leading OLED display technology also puts less strain on users’ eyes, which is especially helpful for those who enjoy losing themselves in long, uninterrupted gaming sessions. UltraFine Display Ergo AI LG’s UltraFine Display Ergo AI is making its much-anticipated debut at IFA 2022. The groundbreaking 32UQ890 is the first LG monitor capable of automatically adjusting its position to ensure continued ergonomic comfort throughout the day. With a built-in camera leveraging advanced AI, the UltraFine Display Ergo AI can continuously analyze the posture of the user – making subtle changes to screen height (0 ~ 160mm) and tilt (-20º ~ +20º) to prevent them from remaining in a single position for too long or from falling into poor posture over time. The 32UQ890 has three ergonomics-enhancing modes: AI Motion, Continuous Motion and Periodic Motion. AI Motion, which will be demonstrated at LG’s booth during IFA, tracks the user’s eye-level and adjusts height and tilt whenever a change is detected. LG’s UltraFine Display Ergo AI sports a 31.5-inch 4K (3840 x 2160) IPS display with 95 percent coverage of DCI-P3 and excellent HDR image reproduction. The combination of a premium, high-resolution screen and an articulated stand that can be intelligently adjusted by LG’s AI technology, the 32UQ890 is a customized, comfort-enhancing workstation solution for busy professionals. “LG’s portfolio of innovative products on show at IFA 2022 embraces the latest trends and technologies to meet the needs and lifestyles of today’s diverse consumers,” said Seo Young-jae, senior vice president and head of the IT business unit of LG Electronics Business Solutions Company. “Our brand-new UltraGear OLED gaming monitor elevates the gaming experience with its curved screen, anti-glare solution and ultra-fast 240Hz refresh rate, while the UltraFine Display Ergo AI delivers outstanding user comfort with its ergonomic features and futuristic design. We’re excited to debut both of these exceptional products at IFA and to be back on the ground in Berlin after a two-year break due to the pandemic.” LG’s exhibition booth (Hall 18, Messe Berlin) at IFA 2022 from September 2-6 will give visitors the opportunity to experience the company’s very latest consumer electronics innovations, including its new display solutions for productivity (Ergo) and entertainment/gaming (UltraGear). Specifications: UltraGear OLED Gaming Monitor (45GR95QE) UltraFine Display Ergo AI (32UQ890) Display Type OLED (AGLR) IPS Screen Size 45-inch 31.5-inch Resolution WQHD (3,440 x 1,440) UHD (3,840 x 2,160) Color Gamut DCI-P3 98.5% DCI-P3 95% Contrast Ratio 1,000,000:1 1,000:1 Refresh Rate 240Hz 60Hz Response Time 0.1ms GTG 5ms GTG Curvature 800R N/A HDR HDR10 HDR10 Connectivity HDMI 2.1 x 2 DisplayPort 1.4 x 1 USB 3.0 x 1 Upstream x 2 Downstream 4pole H/P out (DTS HP:X) HDMI x 1 DisplayPort 1.4 x 1 USB 3.0 x 1 Upstream x 2 Downstream 3pole H/P out Speaker N/A 5W x 2 (MaxxAudio) Remote Controller Yes Yes Stand Tilt: -2º to +15º (Manual) Height: 110mm (Auto) Swivel: ±10º Pivot: Not Available Tilt: -20º to 20º (Auto/Manual) Height: 160mm (Auto/Manual) Swivel: ±270º (Manual) Pivot: Not Available Extend/Retract: 300mm # # # View the full article

Company Aims to Bring Greater Interconnectivity, Safety and Security to Customers SEOUL, Aug. 25, 2022 — LG Electronics (LG) has been named to the Board of Directors of the Home Connectivity Alliance (HCA), an organization dedicated to delivering better smart home experiences through open collaboration and innovation. Founded in 2022 and comprising a number of smart home solution manufacturers, the alliance aims to provide a safe, secure and interoperable connected home ecosystem. In addition to LG, its membership includes about 13 global brands including Samsung, Arçelik, Electrolux, Haier, GE Appliances and Trane Technologies. The alliance seeks to enable seamless compatibility of diverse devices and services from different brands through developing and implementing guidelines for Cloud-to-Cloud (C2C) interoperability. As a board member of the alliance, LG will soon bring its customers the convenience of being able to control and monitor other alliance members’ smart home solutions by using the LG ThinQ app. “We’re happy to have LG join our Board of the alliance. As the industry leader, LG understands that interoperability is essential to a truly seamless smart home experience and we are thrilled to have them join the alliance,” said Yoon Ho Choi, President of Home Connectivity Alliance. “Leveraging the collective insights and experiences of our global board members, we will continue to advance the evolution of the connected home and provide consumers with an easier, smarter way of living.” “We are very pleased to join the board of the Home Connectivity Alliance and excited to work with like-minded companies,” said Lyu Jae-cheol, president of the LG Electronics Home Appliance & Air Solution Company. “The decision to join is consistent with LG’s commitment to open innovation and collaboration, and commitment to provide consumers with more choice and greater convenience in their daily lives and drive the future of the connected home experience.” During IFA 2022 in September, LG and other alliance members exhibiting in Berlin will offer visitors a first look at the cross-brand interoperability of their latest smart home solutions. # # # View the full article

‘Perfection’, it takes a lot of effort, passion and dedication to be achieved. This is something that LG SIGNATURE and its brand ambassadors, world class golfers Jin Young Ko and Sung Hyun Park, know from first-hand experience. Whether it’s the creation of gorgeous, technologically advanced appliances that elevate daily life, or memorable, winning performances at the highest level of professional sport, the road to perfection requires total commitment from start to finish. In July, LG SIGNATURE released the short film ‘The Perfect Road,’ which follows the renowned female golfer, Jin Young Ko, LG’s premium brand, and The Amundi Evian Championship, as each continues a journey to be the very best. The film illustrates the passion and dedication shared by those at the top of their respective games, and has just been followed up with an equally compelling short exploring what it takes to excel, entitled ‘Road to Perfection.’ Read on to discover how two of the top-ranked players in women’s golf continue to achieve greater success, and how LG SIGNATURE, as part of its sponsorship of The Amundi Evian Championship, offered global golf fans a special opportunity to meet their sports heroines in-person at an autograph signing event. What have you been up to since the Evian Championship? Ko: Once The Amundi Evian Championship finished, I flew straight to Scotland where I played in the Scottish Open at Dundonald Links, and then the AIG Women’s Open at Muirfield. After that, I came home to Korea and spent a week working out and practicing. Park: After The Amundi Evian Championship, I took a week off to practice and work on a few areas of my game before playing in the AIG Women’s Open. Right now, I’m taking a little break to relax, reset and get ready for my next tournament. How was the special signing event at the Evian Championship? Did you enjoy being able to meet with your fans again? Park: It was really nice to meet with the fans again after such a long time and having the opportunity to do so at the beautiful Evian Resort Golf Club just made the event all the more special. Ko: It was always a source of sadness that we couldn’t meet with fans in person during the pandemic, and I really think this event was such a great way to welcome them back and say “thank you” for all their support. And I also want to acknowledge those fans who travelled long distances to see us, despite the weather being so hot that day. The recently released ‘Road to Perfection’ video has made quite an impact. What does the quest for perfection mean to you? Ko: There are people everywhere who strive for perfection, and for golfers, perfection means performing to the best of your abilities out on the course. Although it’s an individual sport, it’s really a team effort at the end of the day. We rely on our caddies, our specialist trainers and coaches, our friends and families, not to mention everyone involved in keeping the courses themselves in top condition. You need all those ingredients for a great performance and that’s why I love representing LG SIGNATURE, because they really understand what it means to strive for perfection. From their premium appliances to their sponsorship of The Amundi Evian Championship and the events and promotions they put on; it’s all about delivering memorable moments and unique experiences that reflect an ongoing commitment to being the best. From your point of view, what do LG SIGNATURE and professional golfers have in common? Park: Golf requires concentration, skill and an unfailing determination to perform as well as you possibly can – every shot, round and tournament. It’s about never letting up and always trying to reach the next level. And that’s exactly what I see in LG SIGNATURE, a brand that has already achieved mastery, but never compromised in any aspect. We had one of their refrigerators near the first hole at The Amundi Evian Championship, filled with perfectly-chilled drinks to quench our thirst during the heat of the day. And what you immediately noticed about the fridge was just how perfectly it performed, and how perfect it looked. From its precise temperature control to its timeless design and premium materials; everything was so seamless, as though it was completed by a master craftsman. You can see all the hard work, attention to detail and skill LG SIGNATURE puts into every appliance, and those are precisely the same ingredients you need to succeed as a professional golfer. What are your top tips for reaching ‘perfection’? Ko: For me, I would say the biggest thing is to practice every single day, without exception. There’s a specific feeling I need to be at my best, and I’m able to maintain that feeling through continuous practice. Park: To keep thinking and contemplating. You must always consider what areas you have to improve on, and what steps you need to take to perform better and achieve the consistency and results you’re looking for. As your golfing careers progress, what do you want the future to look like? What are your goals? Park: Regardless of how many tournament victories the future holds, I just want to keep playing a brand of golf that is satisfying and enjoyable to me. Ko: In golf, I want to achieve my goals and share my successes with the people I truly care about. I’ve always found that I’m happiest and thriving the most when I feel a real sense of togetherness and belonging. Stay tuned to LG SIGNATURE’s official YouTube channel and Instagram account to view the ‘Road to Perfection’ brand film. # # # View the full article

The Beautiful, New Aero Furniture Boasts Advanced Air Purification Technologies, a Customizable Design and Convenient, User-friendly Features SEOUL, Aug. 23, 2022 — LG Electronics (LG) is presenting its new air purifier, the PuriCare Objet Collection Aero Furniture, at IFA 2022. The follow up to the acclaimed PuriCare AeroTower revealed at CES earlier this year, the new table-type model blurs the line between beautiful furniture and advanced air purifier, offering a design that can be tailored to meet individual preferences, 360-degree air purification and user-friendly features. Elegant and compact, the LG Aero Furniture has a relatively small size that makes it perfect for smaller spaces, such as a single bedroom, study or studio, while users can choose the color of the unit’s base (Crème Rose, Crème Yellow to Crème Grey) and the shape of its table-top (Round or Track) to suit their personal tastes or match their home décor. The smooth upper surface of LG’s innovative, new product provides a useful place for storing household items or displaying decorative objects. It also integrates convenient controls on its underside for powering the device on/off, and for managing its airflow modes and mood lighting features. Subtly positioned near the edge of the table-top, and flush with its surface, is a series of small indicators denoting Wi-Fi connectivity, air quality, air flow strength and upgrade status.1 What’s more, the new Aero Furniture presents an array of thoughtful features for a more personalized user experience. Users can conveniently charge their smartphones and wireless earbuds via the table-top’s built-in wireless charger2 and create a pleasing atmosphere with the mood lighting feature. Providing eight different colors to choose from, Aero Furniture’s mood lighting can be easily controlled using the LG ThinQ app. Furthermore, LG’s unique air purifier is designed with sustainability in mind, incorporating components fabricated from reusable plastic harvested from old appliances and electronics products, and shipping in packaging made from reusable materials. Beyond its sophisticated design, LG’s new air purifier delivers customized comfort at home, with performance that can be tailored to suit any preference. The product greatly improves indoor air quality thanks to the Aero Furniture’s multi-stage filtration, which combines LG’s Ultra-fine Filter, Dust Collector Filter and Deodorization Filter. Users can also enjoy cleaner indoor air courtesy of LG’s UVnano technology, which reduces the presence of viruses and bacteria on and around the Aero Furniture’s fan blades by up to 99.99 percent.3 Additionally, LG will be launching limited-edition versions of its new air purifier in the near future. Along with models featuring exclusive table-top decorations designed by well-known artists, such as popular South Korean painter, Kim Sun-woo, the company will be releasing models made with newly developed sustainable materials. “With its customizable design, advanced air purification and user-centric features, the Aero Furniture helps consumers create a healthy, comfortable and more personalized home,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “LG will continue to develop innovations for a healthier, better life by responding to the diverse needs of consumers worldwide.” LG will be showcasing its latest innovations, including the new Aero Furniture, at its exhibition booth (Hall 18, Messe Berlin) at IFA 2022 in Berlin, Germany, from September 2-6. # # # 1 Upgrade indicator lights up when an update is being installed via the LG ThinQ app. 2 Wireless charging available for compatible smartphones and wireless earbuds only. Provides fast charging for Samsung Galaxy (9-10W) and Apple iPhone (7.5W) smartphones. Charging speed may vary by device, usage, charging conditions and other factors. 3 Reduces 99.99% of bacteria on fan blades, 94% of airborne bacteria and 91% of airborne viruses. Certified by the British Allergy Foundation. Tested by TÜV Rheinland using test model FS061PWHA measuring a bacteria solution (Staphylococcus aureus, Staphylococcus epidermidis, Klebsiella pneumoniae) on the blower fan blade at speed Level 1 for an hour exposed to LG UVnano UV-C LED test method in compliance with ISO22196:2011. Results may vary depending on the actual usage environment. View the full article