LG Electronics Operates a Pop-Up Store
A Distinctive Exhibition Expressing Flowers and Plants
LG Electronics has opened a unique experiential space to promote the differentiated customer value of the ‘LG DIOS Objet Collection MoodUp,’ a refrigerator that lets you change its color—and elevate your mood—with just a touch.
From October 21 to November 5, LG Electronics operated the ‘Objet Universe’ pop-up store, featuring a unique and mysterious concept, at ‘Loop Station Ikseon’ located in Ikseon-dong, Jongno-gu, Seoul.
At the Objet Universe, 19 MoodUp refrigerators were displayed in harmony with a variety of objects, including more than a hundred trees, millions of flowers, stones, and moss.
In particular, LG Electronics made the most of the product feature that allows the refrigerator’s color to change when a desired color is selected in the LG ThinQ app, arranging MoodUp refrigerators throughout the space by theme: ▲seasonal themes such as Spring Spring Spring, So Cool, Autumn Vibes, and Cozy Winter in a space evoking the four seasons; ▲healing themes such as Dawn, Sunset Mood, Rain, and Fire Gazing in a space designed around a forest motif; and ▲a pop theme in the exhibition hall’s basement, set alongside displays with a mysterious and dreamlike atmosphere.
With the LG DIOS Objet Collection MoodUp, users can select a desired color in the LG ThinQ app—from among 22 colors for the upper compartment and 19 for the lower compartment, including Objet Collection colors created in collaboration with the world-renowned Pantone Color Institute in the United States—and apply it directly to each refrigerator door. For a top-fridge, bottom-freezer refrigerator with four doors whose colors can be changed, more than 170,000 color combinations are possible.
The new product’s default colors are Lux Gray (upper compartment) and Lux White (lower compartment), and even when the door lighting is off, the luxurious material texture of the glass and natural rock enhances the elegance of the kitchen.
Park Kyung-ah, Vice President of Brand Communications at LG Electronics, said, “Through the Objet Universe, customers across various generations, including the MZ generation, were able to experience the MoodUp refrigerator firsthand and encounter the differentiated value of LG home appliances.”