LG introduces premium line of products via an art exhibit at IFA 2016

LG Electronics takes the premium route with its new Signature line. As we look through the product line’s site, we see everything from OLED TVs to refrigerators to air purifiers. And yes, they all look high class. To celebrate these products, LG opted to host an art exhibition at IFA 2016 in Berlin called The Art of Essence. The gallery, which is located at the garden adjacent to LG’s booth in Hall 18 of Messe Berlin, is curated and built with the help of renowned architects and artists. The art pieces that specifically served as backdrops of the products were done in collaboration with London-based collective Jason Bruges Studio.

As described in a press release describing the exhibit, “Jason Bruges Studio thoughtfully crafted a multisensory and dynamic experience that conveys each LG Signature product’s essence into lighting, movement and sound.” The exhibit is supposed to portray to IFA attendees that this line appeals to the “refined sensibilities of consumers who want the very best out of life.”