[Agile Electronics Story] 'Experience Zones and Studios' Simultaneously... Samsung and LG Compete in Interior Home Appliances Battle

Editor's Note‘Agile Electronics Stories’ is a corner that keenly explores small pieces of information about electronic and mechanical products and devices. From hot new products frequently appearing in advertisements and news, to nostalgic items, and puzzling products, industry terms, and news, we will kindly cover them with the heart of a beginner.

To attract the attention of the MZ generation (Millennials and Generation Z born between the 1980s and 2000s), who are leading consumer culture, the home appliance industry is establishing and executing various strategies such as launching new home appliances and marketing that stimulates emotions.

Samsung Electronics and LG Electronics, the two major companies in the domestic home appliance industry, are also competing in the interior home appliance sector. This is because the culture of spending most of the time at home, known as 'Jipkok' (staying at home), has deepened, and home appliances are increasingly regarded as part of interior design.

Recently, each company has set up a studio and experience zone to provide guidelines on how to apply home appliances to actual residential interiors. Samsung Electronics established the 'Nadapge Studio' (meaning 'My Way Studio'), derived from the integrated home appliance slogan ‘Home Appliances, My Way,’ and LG Electronics set up the 'Objet Collection Experience Zone,' applying their space interior home appliance brand 'Objet Collection.'

In this edition of ‘Agile Electronics Stories,’ we have prepared a brief story about visiting the Nadapge Studio and the Objet Collection Experience Zone.

◆How to Decorate My Home?…Samsung Electronics’ 'Nadapge Studio' Feels Like an Exhibition Hall

'Nadapge Studio' set up at Lotte Department Store Main Branch in Jung-gu, Seoul / Photo by Ki-min Lee victor.lee@

Samsung Electronics plans to operate the 'Nadapge Studio' at 20 major department store branches nationwide, including Shinsegae Department Store Gangnam, Lotte Department Store Main and Busan branches, and AK Department Store Suwon branch, starting from Galleria Department Store Gwanggyo on the 13th until the end of January next year.

On the 21st, the reporter visited the Nadapge Studio set up like a pop-up store at Lotte Department Store Main Branch in Jung-gu, Seoul. Upon entering, bespoke home appliances in pastel tones and neutral colors, metal-feeling clothing appliances, and TVs displayed like paintings revealed the identity of each product.

On site, refrigerators, kimchi refrigerators, Cube and Serif TVs, The Frame, QLED 8K TVs, clothing care appliances AirDresser, and Grande AI washing machines and dryers featuring bespoke designs were exhibited. These appliances were arranged side by side by type and color like artworks in a museum. Especially for Bespoke, it was easy to compare as the panels, colors, and materials differed from the adjacent appliances.

At the site, studio staff acted like museum curators, assisting consumers by explaining Bespoke, allowing them to experience the sound and artificial intelligence (AI) functions of home appliances and QLED 8K TVs, and also held simple gift events.

A representative from Samsung Electronics' 'Nadapge Studio' is explaining the features and performance of the Bespoke kimchi refrigerator to a reporter. / Photo by Ki-min Lee victor.lee@

Experience the QLED 8K TV Sound Artificial Intelligence (AI) Audio Quality Test Displayed at Samsung Electronics' "Nadapge" Studio / Photo by Ki-min Lee victor.lee@

Consumers shopping at the department store often did not pass by the studio but entered to compare and experience the displayed home appliances one by one. More than 300 to 400 consumers visited the Nadapge Studio at Lotte Department Store Main Branch on both the 20th and 21st. A studio official explained, “Visits are mostly from young generations, especially newlyweds and couples preparing for marriage.”

Consumers who toured the studio could then visit the Samsung Electronics store in the department store for home appliance consultations. At the first studio established in Galleria Department Store Gwanggyo, customers could receive consultations and make purchases immediately after viewing.

◆How to Decorate My Home Like This?…LG Electronics’ 'Objet Collection Experience Zone' Feels Like a Model House

Objects Collection refrigerators, kimchi refrigerators, dishwashers, ovens, and other kitchen appliances displayed at the 'Objects Collection Studio' set up at LG Best Shop Daechi Main Store / Photo by Ki-min Lee victor.lee@

LG Electronics recently set up the Objet Collection Experience Zone not in department stores but at LG Best Shops. Customers can visit the Objet Collection Experience Zones located at major LG Best Shop flagship stores nationwide.

On the 22nd, the reporter entered the experience zone set up at LG Best Shop Daechi flagship store and saw spaces decorated similarly to actual homes, such as kitchens, living rooms, and dressing rooms.

Facing forward in the experience zone, a refrigerator with an Objet Collection panel was immediately visible alongside a dishwasher, oven, and water purifier. The kitchen was realistically depicted to help customers imagine using Objet Collection appliances at home. In the living room-themed area, furniture such as sofas, tables, and shelves were installed, harmoniously displaying Objet TVs, mini refrigerators, and air purifiers.

LG Electronics Objet Collection appliances such as TVs and air purifiers arranged together with living room interior furniture including sofas and tables

LG Electronics' home interior appliance brand 'Objet Collection' applied to LG Electronics' clothing care products 'Styler' and 'LG WashTower'/Photo by Ki-min Lee victor.lee@

On one side, a dressing room was set up with a clothing care appliance Styler and a wash tower combining a washing machine and dryer, both featuring Objet Collection. Installed built-in style next to a wardrobe, visitors could see firsthand how these appliances synergize with furniture. Additionally, a space arranged with LG’s recently released LG CineBeam projector was provided, attracting attention from customers reluctant to visit movie theaters after the COVID-19 pandemic.

Since the Objet Collection Experience Zone is inside LG Best Shop, experiencing, consulting, and purchasing can all be done in the same space. Customers can also browse other home appliances besides LG Electronics’ Objet Collection. A representative from LG Best Shop Daechi flagship store said, “Because there are many residential complexes nearby, many family customers moving in or replacing home appliances visit the Objet Collection Experience Zone.”

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