LG Electronics has partnered with luxury Italian designer furniture and lifestyle brand Molteni & C, for promotional projects revolving around LG’s high-end Signature brand.
The pact will jointly showcase the refinement of luxury living as envisaged by Molteni & C and the high-tech skills of LG. The collaboration demonstrates the immeasurable value of good design, says Giulia Molteni, director of marketing and communications at the Molteni Group.
The LG Signature range includes 88- and 77-inch 8k OLED TVs, Wine Cellar, InstaView Door-in-Door refrigerator and TWINWash washing machine.
LG’s flagship LG Signature OLED 8k TV, currently on display at the Molteni Museum in Giussano outside of Milan Italy, is the first collaboration between the companies. A second LG Signature OLED 8K will be showcased at the new Molteni & C flagship store opening in Paris, France later this year. Other LG Signature products to be displayed at Molteni & C stores in Europe and North America.
The collaboration demonstrates the immeasurable value of good design…
The Molteni Group was founded by Angelo Molteni in 1934 and enjoys a reputation for exquisitely crafted, high-quality furniture pieces. Molteni & C’s The Art of Living philosophy is clearly in tune with LG Signature’s belief in The Art of Essence – both champion stylish, yet functional design and embrace the use of new technologies and techniques.
“Collaborating with Molteni & C, a company that shares our vision and is aligned with our core values, is a win-win for everyone, especially consumers who appreciate the finer aspects of life,” says Kim Jin-hong, head of LG Electronics’ Global Marketing Center. “Through this joint effort we hope to demonstrate how combining cutting-edge technologies with beautiful, modern aesthetics can create a more luxurious, refined living space.”
In related news, LG Signature has announced six-time Formula One World Champion Lewis Hamilton has been signed as a global ambassador. Hamilton will star in a new campaign to communicate the brand’s philosophy, Art Inspires Technology, Technology Completes Art.
“LG Signature is a brand that strives to be the best in everything it does, which is what appealed to me in the first place,” says Hamilton, “Its state-of-the-art living solutions seamlessly combine the latest technologies and superior design to achieve the ultimate in performance, not willing to settle for second-best.”