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LG Visualizes Urban Sophistication at MAISON&OBJET


Paris. - LG Electronics (LG), the world’s leading innovator of home appliances, will participate in the MAISON&OBJET living design exhibition in Paris from September 4-8, as the official main sponsor of the Now! Hall. LG will feature an Urban Café with its built-in appliances to present culinary workshops and showcase its innovative products and technologies in the Urban Café court area.

Paris is currently engaged in a city rebranding project dubbed “New Paris”. One of reasons LG was so eager to participate in MAISON&OBJET this year was to leverage the similarities between the city’s ambitious vision and the company’s brand identity -– upgrading consumers’ lives through innovative technologies.

“We are giving more and more design and style options to our customers, to help complement their unique living spaces,” said Kim Hyeog-pyo, Vice President of Built-in Appliance Business division of LG Electronics Home Appliance Company. “With the New Paris project currently underway, we thought it natural for LG to sponsor the MAISON&OBJET to highlight products where design meets technological innovation. Visitors to the show are invited to stop by the LG Urban Café to see and experience how we are enriching people’s lives through our chic and sophisticated designs.”

The LG Urban Café and café court area are located at the Now! Hall. Highlights of LG’s participation at MAISON&OBJET September 2009 include:

• Urban Café by bulthaup
Today’s kitchen isn’t just a place for cooking. It has become the hub of the modern home. LG recognizes that kitchens play an essential role in family life and designs its stylish home appliances to reflect the way customers really live.

At the Urban Café, LG will introduce its built-in appliances with artistic flower-pattered designs for a more modern and vibrant kitchen area. The display was built by bulthaup, the high-profile German provider of kitchen and living spaces recognized internationally for its passion to innovate. Patterns engraved on stainless surfaces using LG’s photo-etching technology and finished with tempered glass creates an elegant package. LG first applied this technique to their line of refrigerators -- a world’s first -- then expanded it to their built-in appliances this year.

LG’s built-in appliances have also created a more convenient and efficient kitchen environment. By combining individual units into a well-designed package with easy-to-use features and emotional appeal, LG is able to provide a variety of options and models in ovens, hobs, hoods, refrigerators, dishwashers and microwave ovens to suit every customer’s style. And LG built-in appliances offer safety and health-conscious features such as four glass layers and an air cooling system to keep the outside of ovens cool and safe, diswashwers that steralize using ultraviolet light and BioShield, which ensures proper sealing on refrigerator doors.

At the Urban Café area, renowned French chef Alain Passard will host a cooking show with organic food to create a vibrant and lively space for visitors while demonstrating the excellence of both LG’s built-in and individual cooking appliances.

• LG Café Court: Experience LG Innovations
The café court area comprises two zones, the first zone decorated in a metallic finish with a chrome Kompressor Plus and futuristic third generation Roboking on display. Visitors can also experience a range of LG’s proprietary technologies including the Inverter Direct Drive™ Motor and linear compressor and discover how these technological innovations are making people’s lives more comfortable and convenient. In addition to home appliance products, LG will also showcase new mobile devices including a netbook and DVB-T mobile TV phone.

MAISON&OBJET September 2009 will be the second time LG is participating in this popular lifestyle event after a successful debut in 2008. Last year, the company demonstrated its products under the theme of “Eco-Chic Lifestyle”. LG’s 2008 exhibition booth was designed in collaboration with style and trend forecasting agency NellyRodi Trendlab.

MAISON&OBJET, founded in 1995, is one of the world’s biggest and most influential international exhibitions focused on home style and interior trends. The exhibition is held in the outskirts of Paris in Paris-Nord Villepinte twice a year, in January and September. In January 2009, MAISON&OBJET hosted more than 75,755 local and international visitors. The Now! Hall at MAISON&OBJET is a must-see for visitors and journalists as it features trendsetting displays by renowned designers from all over the world.


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