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Paving Innovative Pathways to Exceptional Customer Value with STUDIO341


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Steadfastly embracing its mantra of ‘Life’s Good,’ LG believes that its products are more than the sum of their parts. That’s why the company is constantly innovating cutting-edge products which can help it shape a world where exceptional value is the norm and a smarter, more convenient life is accessible to everyone. These efforts bring LG one step closer to realizing a Better Life for All.

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Since 2020, LG has been exploring new business opportunities to innovate the customer experience, leveraging the ideas, experiences and skills of its members through its in-house venture and company-in-company system.

In line with this commitment, LG has fostered a work environment that encourages employees to embrace new challenges, exemplified by last year’s launch of ‘STUDIO341.’ This initiative’s primary mission is to identify and foster internal ventures that encapsulate the spirit of challenge and innovation, the very spirit that has driven LG’s transformation from its humble beginnings as Goldstar in 1958 to a global powerhouse.

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Designed with the Brave Optimist mindset, this initiative is tailored for company executives and employees based in Korea. The sole criterion? A creative idea that can solve a problem worth solving and provide a new experience to customers.

The five most outstanding ideas were selected for spin-off. Let’s delve into them.

MASKIT.jpgMASKIT Founder Bae Ho-yeon

MASKIT: Secure & Queue-Free Concert Ticketing Solution
In response to the constraints of traditional concert hall ticketing systems, MASKIT collaborated with customer experience specialists at LG to create a system that allows customers to verify their identity at home and gain entry to a venue without enduring long queues. MASKIT also encrypts all the personal data it collects, ensuring consistent user protection.

This solution provides concert-goers an unprecedented level of convenience, while enabling concert organizers to achieve significant cost efficiencies. MASKIT’s ambition is to roll out this ticketing solution to large concert halls and entertainment companies nationwide, while evolving into a comprehensive culture and arts solution that utilizes personal data in the most secure manner possible.

X-UP.jpgX UP Founder Lee Yong-soo

X UP: Smart Sensor-based Golf Course Green Management Solution
X UP offers a robotic turf maintenance solution that manages golf courses by analyzing turf data via heat maps. The unpredictability and unknown causes of turf damage make it difficult to prevent, often necessitating repairs after the damage has occurred. However, X UP allows golf courses to shift from physical repairs to a data-driven preventative management strategy.

Looking ahead, X UP aspires to become the go-to robotic solution company offering a more efficient alternative to manual golf course maintenance.

FRESH-GO_-scaled.jpgFRESH GO Founder Lee Sung-hoon

Fresh GO: Modular Individual Refrigerator for Cold Chain Transportation
Fresh GO has pioneered an individual cooling cold chain solution that facilitates the transportation of fresh food in conventional trucks, meeting the growing demand for food deliveries. This innovative cooling method uses Physics-Informed Neural Networks and Ref Cycle technology, matching the performance of competitors at half the cost.

The temperature can be individually adjusted for each item, and the design, which eliminates the need to open the entire door, aids in maintaining internal temperatures. It can even be adapted for air deliveries. Fresh GO’s CEO, Lee Seong-hoon, has leveraged his experience at LG to bring this concept to life, addressing customer needs.

Cucumbers.jpgCucumbers Founder Lee Jae-hyuk

Cucumbers: Cost-Effective Pickup Service and Marketing Tool for Restaurants
Cucumbers provides an intelligent solution that lessens the commission burden on restaurants while also acting as a marketing tool to draw in regular customers. By offering a pickup service with in-store prices and group pickup discounts, it allows users to reduce their cost burden, encouraging a symbiotic relationship.

Found-Objet.jpgFound Objet Founder Kim Ju-hee

Found Objet: Recycled Materials Trading Platform for a Sustainable Future
Found Objet, a platform that streamlines transactions between recycling companies and buyers, is the brainchild of CEO Kim Ju-hee, formerly of LG Vehicle component Solutions Company. She observed that many recycled materials businesses were run by the older generation, who often didn’t fully grasp market prices and needed to acquire new customers as the market expanded. Concurrently, purchasing managers at chemical companies were looking to gather information from various businesses to secure a consistent supply of raw materials. Found Objet bridges this information gap, contributing to a more sustainable future.

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STUDIO341’s final five were selected based on their potential for growth and their capacity to continually innovate the customer experience moving forward. LG and Bluepoint intend to collaboratively invest up to KRW 400 million in each of these start-ups.

Stay tuned to

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to see how its solutions based on innovative technologies are innovating new value for customers across various future industries.

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    • By News Reporter
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      LG’s success in the B2B sector owes much to the company’s technology and knowhow accumulated over many years in the B2C market. Recently, LG is in discussions regarding a contract to supply a U.S. financial services company with custom-built, high-resolution monitors for a period of five years. LG has supplied dual monitors to a U.S. financial media company and provided in-flight entertainment (IFE) displays to international airlines.
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      1 LG’s 7kW and 11kW slow chargers and 100kW fast charger are available in South Korea, while the 175kW and 200kW fast-charging models are available in North America.
      2 LG’s load management solution, which has already been applied to the company’s fast- and slow-charging EV charging solutions in North America, will be introduced in South Korea beginning next month.

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    • Solution For That Pollution
    • By News Reporter
      Good product design is all about understanding and meeting customers’ needs. As a leader in the home appliance industry, LG integrates ‘customer-centricity’ into every stage of the design process to ensure its products deliver a more convenient and emotionally satisfying user experience. The company continues to show the way forward, making innovative appliances and smart home solutions for a better life based on its ‘3F’ design philosophy.
      The Essence of 3F: Fit, Feel, Finish

      “LG uses the term ‘3F’ to refer to the appearance, performance and other tangible and intangible qualities of its products experienced by the customer,” said Chung Wook-jun, vice president and head of H&A Design Lab at LG Electronics’ Life Innovation Design Center. “In essence, 3F is a set of principles that guides the company as it weaves the core values of completeness, ease of use and emotional satisfaction into each product it makes.”
      3F stands for Fit, Feel and Finish. ‘Fit’ refers to seamless (zero gap) product design and overall design uniformity, while ‘Feel’ encompasses the smooth and resilient operation of moving parts as well as the satisfying feedback that interfaces, doors and other components provide when handled by users. ‘Finish’ focuses on matching the right colors with the right materials and achieving a clean, consistent aesthetic across product lines. The definition of 3F has gradually expanded over time and now extends to elements such as ergonomics, user experience (UX) optimization and user interface (UI) usability.
      Officially introduced in 2001, 3F is now deeply ingrained in the way LG works. The company even formed a specialized organization to focus on 3F, which collaborates closely with several departments – including product planning, design, development, quality control and sales – to maintain a cohesive approach to customer-centric design.
      Customer-Centric Design Research

      The core aspect of 3F work is to guarantee the completeness of every product LG develops. Through securing a high level of completeness in the development phase, the company helps to prevent potential quality issues from arising during production.
      At the concept planning stage, LG identifies and addresses any deficiencies or inconveniences associated with previously released models to prevent their recurrence in new products. Using its own internally developed ergonomic standards, the company thoroughly evaluates products for ease-of-use and to determine if further improvements are needed. Prior to finalization and mass-production, LG re-evaluates its products using up to 160 different criteria to assess whether completeness has been achieved.

      When a prototype is produced at the design verification stage, it is tested under actual usage conditions. Data-driven feedback derived from these tests – such as the precise measurement of the force needed to open an appliance’s door – enables the relevant departments to make necessary adjustments.
      Quality testing at LG involves extensive processes to ensure products meet usage and reliability standards. Should a product fail any test, LG carefully identifies and addresses the root cause of the issue. Subsequently, the product undergoes hundreds of additional tests until it meets the company’s exacting internal standards. Multiple methods are employed to confirm that each unit produced matches the usability and reliability standards set during the development phase. The data gathered throughout these various processes is meticulously analyzed to refine future designs.
      Subtle Details that Reflect LG’s 3F Design Principles
       

      The recently launched LG SIGNATURE washer/dryer exemplifies the company’s commitment to its 3F design principles. Manufactured using the same methods employed to produce luxury goods, the washer/dryer successfully delivers the ‘high-end’ aesthetic and feel of LG’s original design concept. The attention to subtle details that is so much a part of 3F design can be seen in the dryer’s filter grip, which has been designed in accordance with knuckle-width studies and numerous customer acceptance surveys to provide optimal usability.

      To enhance the sophistication and operability of the control knobs applied to its washing machines, LG conducted a comprehensive range of 3F research initiatives and even developed its own custom measuring equipment. The company’s efforts led to the creation of a control knob reminiscent of the center-console control dials found in luxury automobiles, providing a pleasingly premium look and feel while also contributing to a better user experience in both a practical and emotional sense.

      Introduced last year on select LG refrigerator models, the Auto Soft Closing System is another example of LG’s customer-centric 3F design. The system uses dampers to ensure that the refrigerator door closes softly and quietly, enhancing usability, convenience and customer satisfaction.

      The 3F design principle, which reveals LG’s strong commitment to the pursuit of perfection, is intertwined with another uniquely LG concept: ‘Affection-ism.’ Affection-ism could be described as a ‘design mindset,’ centering on caring for customers via the delivery of ‘Uncompromising Customer Experiences,’ ‘Human-centered Innovation’ and the ‘Warmth to Power a Smile.’ By staying true to its core values and customer-first philosophies, LG will continue to provide products that exceed expectations and make everyday life that much better.
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