LG Electronics will launch its premium brand, LG SIGNATURE, to European customers via an art exhibition at IFA 2016 in Berlin. Titled The Art of Essence, the gallery on the grounds of Messe Berlin will represent LG SIGNATURE’s design philosophy and the products’ core essence of sophistication and class.
To introduce the LG SIGNATURE brand to Europe in a unique and artistic way, LG partnered with accomplished artists and architects who could help tell the LG SIGNATURE story in an interesting style. The art pieces as a backdrop for the products are the result of LG’s collaboration with London based collective, Jason Bruges Studio.
Jason Bruges Studio is internationally renowned for producing innovative installations, interventions and ground breaking works. Considered a pioneer of this hybrid in-between space, Jason Bruges Studio has created aesthetical and physical metaphors for the LG SIGNATURE products. Drawing on this experience, Jason Bruges Studio thoughtfully crafted a multisensory and dynamic experience that conveys each LG SIGNATURE product’s essence into lighting, movement and sound.