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LG opens Signature Kitchen Suite showroom in California

Posted January. 14, 2019 07:38,   

Updated January. 14, 2019 07:38

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LG Electronics, one of the world’s leading homo appliance manufacturers, opened the Experience and Design Center (EDC) that includes its “Signature Kitchen Suite” showroom in California’s Napa Valley on Friday (local time).

The EDC, the second of its kind after the one in southern Seoul, is the first overseas center created in a 24,000-square-meter space, complete with premium built-in appliances including product showrooms, meeting rooms, and tasting rooms. LG said that it selected the venue as Napa is known for high-end restaurants and wineries, as well as culinary institutes. The center is mostly visited by those who often need to buy built-in kitchen appliances in quantity, such as builders, interior designers, and professional dealers. Visitors can get hands-on experience of all appliances at the center including an oven and washing machine.

The South Korean tech giant aims to use the EDC as a stepping stone to make further inroads into the American built-in market and enter the top five ranks in the U.S. market share by 2022. Song Dae-hyun, who heads LG’s home appliance business, said that while major players in the American market are currently targeting baby boomers (those born between 1946 and 1964), LG will target those in their 40s and 50s who are epicurean, tech-savvy, and with spending power.

LG has named their targeted consumers “Technicureans,” combining the two words “technology” and “epicure.” The company’s state-of-the-art products include “sous-vide” ranges that allow food to be slow-cooked at a constant precise temperature for perfect taste, and ovens that display a recipe in real time through connected Wi-Fi.


Tae-Ho Hwang taeho@donga.com