NEWS Signature on the Opening Chapter LG Electronics launches its premium brand, LG SIGNATURE, to European customers at IFA 2016 The Art of Essence, the gallery on the grounds of Messe Berlin, represents LG SIGNATURE’s design philosophy. With the products’ core essence of sophistication and class, these new appliances will bring big business from discerning customers. LG Electronics press conference at IFA takes aim at the highest end of the market with the LG SIGNATURE series. Consumer electronics by definition is “for the WITH THE PRODUCTS’ CORE ESSENCE OF SOPHISTICATION AND CLASS, THESE NEW APPLIANCES WILL BRING BIG BUSINESS FROM DISCERNING CUSTOMERS masses” but at this level, products become works of art in their own right. The balancing act from LG is to house the highest technology possible in the simplest, most elegant form. The Art of the Essence. For an example, the LG SIGNATURE refrigerator is stainless steel inside and out and exemplifies the elegance of the range - meanwhile boasting features like InstaVIew Door-in-a Door. Knocking on the door instantly turns transparent the tinted outer window of the InstaView Door-in-Door refrigerator, allowing users to view the items inside the refrigerator without opening the door and losing cold air. As well as the LG Signature refrigerator, LG showed at IFA a washing machine, air purifier, and OLED TV as its European introduction to the SIGNATURE range Summer Garden A10 World’s Largest OLED Tunnel Where else but IFA could you walk through nearly half a billion pixels? Fifteen meters of an immersive OLED Tunnel on the LG stand highlight their OLED technology’s ability to recreate the details of life. A total of 216 separate 55- inch curved OLED signage displays create an OLED Tunnel measuring a recordbreaking 5m tall, 7.4m wide and 15m in length. “It was 50 years ago this year that LG produced its first television and our OLED Tunnel at IFA 2016 is designed to celebrate this milestone with another milestone - the coming of OLED TV,” Global PR Director Ken Hong told the press conference. “We’re offering visitors to our booth at IFA the opportunity to experience OLED’s revolutionary image rendering capability complete with perfect black, infinite contrast ratio and realistic colors from any angle.” A video “From Black to Black” (produced by LG itself) includes footage that includes the black ocean with effervescent jellyfish and the gentle movement of whales, as well as scenes from deep black space and the brilliant northern lights on a black sky. LG captured footage of Iceland’s Northern Lights using 14 separate NHK 8K cameras. Other video clips (such as underwater scenes, and shots taken from space) create a fully immersive environment for visitors, making them feel as if they are swimming in the ocean or floating in the Milky Way. The scale of the display tunnel is made possible by OLED’s ultra-thin, highly flexible lightweight panels. OLED displays can be custom bent to concave or convex formations without any picture quality distortion. Each OLED pixel can switch itself on and off, eliminating the need for backlighting. LG says OLED TVs have the ability to render true black and infinite contrast ratio that delivers vibrant, eyepopping color and wide viewing angles. If you have any doubt, check out the world’s largest OLED tunnel on the LG stand…you may enter one end of the tunnel as an OLED skeptic and emerge the other end as a true believer! Hall 18 Stand 101 www.ifa-international.org IFAInternational • Friday 2 nd September 2016 21
