LG Electronics "Signature Kitchen Suite Opens First European Showroom in Milan"

On the 22nd, LG Electronics opened the third showroom of its ultra-premium built-in SIGNATURE KITCHEN SUITE in Milan, Italy, targeting Europe, the birthplace of built-in kitchens.

[Asia Economy Reporter Changhwan Lee] LG Electronics announced that it has opened its first ultra-premium built-in “SIGNATURE KITCHEN SUITE” showroom in Europe to target the European market, the birthplace of built-in kitchens.

On the 22nd (local time), LG Electronics opened the SIGNATURE KITCHEN SUITE Milan showroom in Piazza Cavour, Milan, Italy. The showroom spans two above-ground floors and one basement floor, with a total floor area of 1,100 square meters (m2). The nearby Brera District is a popular tourist spot with heavy foot traffic and hosts the annual Milan Design Week.

Since 2018, LG Electronics has been actively targeting the European built-in market with its ultra-premium built-in kitchen appliance brand, SIGNATURE KITCHEN SUITE. To this end, LG Electronics collaborates with renowned European furniture companies such as Bulthaup, Valcucine, and Arclinea. These companies operate over 300 showrooms across major European countries.

Europe is the home of traditional built-in brands like Miele and Gaggenau, and customers there have a strong need to use space more efficiently due to smaller kitchen areas. Therefore, demand for built-in appliances that can be seamlessly integrated with furniture is high. According to market research firm Euromonitor, the European built-in market was approximately $20.9 billion in 2019, accounting for about 38% of the global market.

The Milan showroom is the third, following the Nonhyeon showroom in Gangnam-gu, Seoul, and the EDC (Experience and Design Center) in Napa Valley, California, USA.

LG Electronics completed the showroom for “Technicureans” in line with the SIGNATURE KITCHEN SUITE philosophy of “True to Food.” Technicurean is a compound word of Technology and Epicure, referring to gourmets who pursue new technologies.

The interior of the Milan showroom was designed by the Italian design group Calvi Brambilla. This group has presented various works, exhibitions, and interior designs in collaboration with luxury furniture companies such as Flos and Cassina.

The first floor of the showroom is a sophisticated space reminiscent of a modern art museum. It shows a harmony between nature and SIGNATURE KITCHEN SUITE products, combining tradition and innovation.

The second floor houses a cooking school where local customers can experience SIGNATURE KITCHEN SUITE. The basement features a living room, bedroom, kitchen, and laundry room equipped with various LG Electronics appliances, including SIGNATURE KITCHEN SUITE, harmonizing with the overall home interior.

LG Electronics plans to invite key customers such as distributors, architects, and designers to the Milan showroom to provide programs where they can directly experience the differentiated performance and design unique to SIGNATURE KITCHEN SUITE.

Youngho Noh, Executive Director of Built-in and Cooking Sales at LG Electronics, said, “Through the Milan showroom, where customers can experience both the innovative performance and differentiated design of SIGNATURE KITCHEN SUITE, we will actively target the European market, the birthplace of built-in kitchens.”

This content was produced with the assistance of AI translation services.