Press Release

LG SIGNATURE represents the pinnacle of design, performance and usability in home appliances and home entertainment

Dubai, UAE: 23rd August 2017 - The new LG SIGNATURE brand from LG Electronics (LG) that combines the finest of LG's cutting-edge technology and world-class design with an exquisite attention to detail for today's most discerning consumers, was launched today across the GCC. The ultra-premium brand was unveiled at a gala ceremony at the Dubai Opera.

The rich and exquisite design of the Dubai Opera that bridges the gap between the past and the future made it the ideal venue to launch LG’s ultra-premium brand that will re-define the future of luxury home appliances and entertainment solutions.

The innovative and exquisitely designed LG SIGNATURE family consists of four products. This includes the world’s thinnest and stunning OLED television, which takes the immersive viewing and listening experience to the next level; a sleek refrigerator with a beautiful InstaView™ Door-in-Door feature to keep food fresher; a bold new black stainless steel washer and white all-in-one washer/dryer unit, and an intuitive Air Purifier designed to filter the air in any home in any environment in order to protect your family from pollutants and allergens in the air.

“From conception to the final user experience, the LG SIGNATURE products were designed to highlight true essence – focusing on each product’s basic yet efficient functionality whilst maintaining the brand’s modern, premium and artistic signature design,” said Kevin Cha, President, LG Electronics, Middle East & Africa. “The LG SIGNATURE products are an extension of the user’s personality, ambition as well as status and also marks the very first time that individuals residing within the region can experience the most aesthetically beautiful home appliances turning their living spaces into a highly functioning and visually stunning masterpieces.”

Several prominent members within the region’s retail industry alongside highly influential and prominent Emirati personalities attended the launch event. Amongst them included Ms. Hala Kazim, a highly respected and admired Emirati life coach, artist, social entrepreneur and the brand ambassador for LG SIGNATURE. Also present were Emirati entrepreneur and the youngest board member of the Sharjah Chamber of Commerce, Her Excellency Sara Al Madani; well-known TV personality Mahira Abdelaziz and a rising Emirati celebrity chef – Bader Najeeb, accentuating the premium image of the LG SIGNATURE brand.

“It is an absolute honour to be awarded the title of brand ambassador for LG SIGNATURE,” said Ms. Hala Kazim. “The amount of passion, energy and effort that LG has put into developing each of these home appliances to bring out the true essence of everyday living in the UAE and across the region is simply breath-taking. In this region, we appreciate art and style and I am confident the LG SIGNATURE products will be a great success whilst enriching lives enabling timeless memories.”

LG SIGNATURE represents the pinnacle of design, performance and usability in home appliances. It has been designed to make life better for consumers by offering the highest performance, minimalistic design, and innovative usability.

Each LG SIGNATURE premium product is thoughtfully designed to be visually astounding, while staying true to its essence: delivering the most elegantly curated human experience. The visualisation of “essence” was the inspiration behind the design philosophy of the LG SIGNATURE brand. By eliminating unnecessary elements, LG SIGNATURE represents the ultimate in elegant simplicity. Its radical design heightens the intrinsic purpose of the product and streamlines usability.

Products available in the LG SIGNATURE brand for the GCC include:

The LG SIGNATURE OLED TV W

LG SIGNATURE OLED TV W (77/65-inch), the winner of over 45 prestigious awards including the 2017 CES Best of Innovation Award, embodies breakthrough innovation in television technologies and exquisite premium design, demonstrating that simplicity is the ultimate form of sophistication. The innovative design of the W7 series follows LG’s “less is more” philosophy, stripping away everything to emphasise the beauty of the screen alone. The W7’s sleek razor-thin profile makes the TV appear to be levitating in mid-air, adding to the sense of immersion.

W7 series models are less than 4mm thick when measured from the wall without any gap between the TV and the wall. The sense of immersion is completed through up-firing speakers which produce Dolby Atmos sound. W7 series live up to LG OLED TV’s unrivalled ability to reproduce the most lifelike images of any TV product with perfect black infinite contrast and an expanded colour gamut. Additionally, they offer up to one billion possible colours and use ULTRA Luminance technology to deliver greater brightness according to the content being displayed. The W7 series feature Active HDR to render brighter scenes and greater shadow detail for HDR content. In addition, the series support multiple HDR formats, including Dolby Vision, HDR10, HLG (Hybrid Log Gamma).

LG SIGNATURE Refrigerator

The LG SIGNATURE refrigerator represents the visualisation of essence with a fresh take that is both intuitive and revolutionary. As a nod to its innovative spirit, LG has taken its award-winning Door-in-Door™ design one step further by adding the InstaView Door-in-Door™ feature that makes the opaque Door-in-Door™ compartment transparent with two quick knocks. The transparent surface allows customers to peer inside the refrigerator without having to open the door, offering significant energy savings by limiting cold air loss.

Even more innovative is the new Auto Open Door feature which activates as a user approaches the refrigerator, allowing for quick and easy hands-free access. The LG SIGNATURE refrigerator is powered by LG’s Inverter Linear Compressor which automatically adjusts its cooling capacity based on conditions inside the compartment. It also generates less internal friction due to its unique design and is backed by a 10-year warranty.

The LG SIGNATURE Washing Machine

The unique-looking LG SIGNATURE washing machine is an advanced version of the LG TWINWash™ washer. The premium 24-inch front load washing machine is more durable, more convenient and more sophisticated than ever and features the unique pedestal TWINWash™ Mini under the main unit.

The minimalistic design of the LG SIGNATURE washing machine is highlighted by the beautiful touch-enabled Quick Circle™ User Interface which is embedded in the glass door. Positioned at a 17 degree angle, the panel is easy to see when standing. The Push Open washing machine door can be opened with a slight push, even when the user’s hands are full. Meanwhile, the washer’s enamel coating not only gives it a sleek, sophisticated look, but also repels fingerprints and corrosion.

The LG SIGNATURE washing machine comes equipped with LG’s proprietary Centum System™ which improves the washing machine’s durability and energy efficiency with an advanced suspension system. Noise emitted while the washing machine is in operation is greatly decreased because the Centum System™ minimizes the tub’s vibrations during a wash cycle.

The LG SIGNATURE Air Purifier

LG believes that nothing is more important than clean air. The exquisitely designed LG SIGNATURE air purifier allows the air cleaning process to be a visual experience with its innovative transparent panel. Equipped with an advanced Watering Engine™, this air purifier harnesses the power of water to filter out harmful chemicals and contaminants while quickly bringing the room to comfortable humidity levels.

The unit is equipped with LG’s SIGNATURE Black Filter™ System, allowing consumers to reuse the filters for up to 10 years, saving money. While fine dust particles are totally invisible to the naked eye, customers can see the air quality of their indoor environment by simply glancing at LG’s Smart Indicator™. Positioned on the control display, the indicator shows air quality with quantitative figures. PM10, PM2.5 and even PM1.0 can be detected.

All LG SIGNATURE products will be available at the LG brand shops and leading retail stores across the GCC. LG SIGNATURE highlights the true extent of LG’s innovation leadership and the company’s passion for consumer-centric insights that drive the evolution of life. For more information on the LG SIGNATURE brand, its cutting-edge products and the LG SIGNATURE Gallery, please visit www.lg.com/ae/lg-signature or www.lg.com/ae_ar/lg-signature.

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About LG Electronics Middle East & Africa Regional Headquarters

LG Electronics Middle East & Africa (MEA) is the regional headquarters for LG Electronics based in Dubai responsible for the vast area from Western Sahara to Pakistan and from Turkey to South Africa. The MEA headquarters oversees operations in 23 countries comprised of 12 subsidiaries, 11 branch offices and 3 manufacturing facilities, covering sales across 35 countries. Employing more than 2,000 local workers, LG’s MEA headquarters is the hub for strategic governance of the company’s business in the region and provides support to country offices in the areas of marketing, human resources, training and procurement, among others.

Media Contacts:

Padma Venu

Regional PR Manager/MEA RHQ Marketing Team

Tel: +971-4-279-9507 (Ext. 507)

E-mail: Padma.venu@lge.com