LG has launched a new high-end brand with an aim of
combining home appliances with furniture, targeting consumers who are seeking
unique design. The new brand will be called ‘LG Objet’ which it will use for
what it calls “premium private appliances.”
The company said: “LG Objet is a new concept of
convergence appliances which brings electronics and furniture together.” This claims that the products will not only
function as electronics devices but as home decor too. The new brand is LG’s
second premium brand and follows LG Signature which was launched in 2016.
The company said LG Objet products stand out from
other appliances in the market as they utilize various materials, including
wood and metal, to help consumers customize their home environment. The company
even introduced the first batch of LG Objet products; a refrigerator, air
purifier, audio system, and TV. The appliances are custom-made and take around
three months to produce.
The LG Objet TV comes with a 65-inch Super Ultra HD
display and a premium soundbar. The price tag for the TV is at 9.99 million won
(US$ 8,755). The brand’s refrigerator, which utilizes
premium ash wood to give it a luxury look, comes with a price tag of 1.99
million won.