NEW YORK — At 7 p.m. on the 8th, the Guggenheim Museum in Manhattan was more crowded than ever with figures from the arts, influencers, homebuilders and local journalists who came to try out LG Electronics’ ultra-premium appliance brand Signature. On the day of the gala marking the brand’s 10th year in the U.S. market, about 180 guests dressed as if for a film awards ceremony filled the museum and showed keen interest in new LG Electronics products presented on large screens. Some attendees lined up to taste handmade chocolate prepared on an induction cooktop by Amaury Guichon, the celebrity chocolatier with roughly 19 million Instagram followers. Bartenders mixed cocktails nonstop with quick hands in front of a large metal-finish refrigerator. Hollywood actress Drew Barrymore, who attended the event, said she truly loves LG and uses the WashTower and the oven range in particular, adding that she is grateful to LG for believing in her potential and standing by her as a consistent partner from a time when her show was not yet well known.
Signature is LG Electronics’ flagship brand for built-in kitchen appliances, designed to give an entire home an upscale look through a refined, unified aesthetic. The U.S. business-to-business built-in appliance market is worth $7 billion a year, or about 10 trillion won, accounting for roughly 20% of all home appliances. In the United States, a house cannot pass its completion inspection unless it is equipped with four built-in appliances: cooking equipment, a hood, a refrigerator and an outdoor condensing unit. General Electric leads that market with about 30%, followed by Whirlpool with about 15%. Behind them, LG Electronics, Electrolux, Bosch and Samsung Electronics, all with single-digit shares, are competing fiercely for third place. LG Electronics judges that while it still trails local rivals in logistics and networks, it has a strong chance because its products are more competitive. Since last year, LG Electronics has also offered SKS, a top-tier kitchen appliance brand positioned a step above Signature.
Marking Signature’s 10th year in the United States, LG Electronics expanded its kitchen appliance lineup to 10 categories on the day, including oven ranges, wall ovens, hoods and cooktops. To match consumer tastes, it divided the lineup into three design lines: Iconic, which maximizes a luxurious feel by adding gold lines to metal finishes; Tailored, which applies a range of colors to reflect individual style; and Seamless, which fits flush against cabinetry without protruding parts.
With the new product launch, LG Electronics said it will sharply expand Signature display space beyond its flagship stores to general retail outlets. The company also enhanced artificial intelligence-based convenience, including an oven range function that automatically recognizes ingredients with an internal camera and recommends optimal recipes. Kwak Do-young, head of LG Electronics’ North America region and executive vice president, said that over the past decade LG Signature has set a new standard for premium appliances with restrained design focused on the essence of home appliances and with innovative technology. He added that the company will continue to offer North American customers an experience on a different level, led by a premium lineup that combines design that elevates the dignity of a space with AI-based convenience.
At the event, singer John Mayer drew attention by performing several songs, including a “washing machine song” inspired by the end-of-cycle chime on an LG washer. Mayer said he has an LG Electronics washer at home and that if he marries someday, he will write songs about the washer and all kinds of household chores to tease his wife.
