LG SIGNATURE Expands Partnership with Italian Luxury Furniture Brand

[Asia Economy Reporter Su-yeon Woo] LG Electronics' ultra-premium home appliance brand LG SIGNATURE announced on the 7th that it is expanding its partnership with Italy's luxury furniture brand Molteni&C.

At the end of last year, LG Electronics signed a memorandum of understanding (MOU) with Molteni&C to collaborate on marketing, exhibitions, and product development over the next three years. Molteni&C is a luxury furniture brand founded in 1934 by Angelo Molteni and operates approximately 530 stores in 23 countries, including Italy, where its headquarters are located, as well as France and the United States.

Starting this year, LG Electronics will participate in luxury housing projects led by Molteni&C. Through this project, more than 10 brands related to furniture, building materials, kitchenware, and lighting are jointly marketing in the premium interior market.

LG Electronics and Molteni&C recently installed the LG SIGNATURE OLED TV at Molteni&C's flagship store located in Paris, France, showcasing a lifestyle where premium TVs and luxury furniture harmonize. Photo by LG Electronics

LG Electronics and Molteni&C plan to open showrooms overseas, starting in Milan, Italy, in November, to showcase various luxury housing solutions. The showrooms will feature a range of premium products, including the LG SIGNATURE OLED TV and the premium built-in brand 'SIGNATURE Kitchen Suite.'

Additionally, LG Electronics recently installed LG SIGNATURE OLED TVs in Molteni&C flagship stores located in Paris, France; Milan, Italy; and New York, USA, presenting a lifestyle that harmonizes premium TVs with luxury furniture. The two companies have been expanding experiential spaces since last year, starting with the Molteni Museum in Italy, to allow more global customers to experience innovative and luxurious lifestyles. The lineup of LG Electronics products displayed in stores will also be further expanded.

Earlier this year, LG Electronics also exhibited Molteni&C furniture alongside LG SIGNATURE products at the 'SIGNATURE Kitchen Suite' showrooms in Cheongdam-dong and Nonhyeon-dong, Gangnam-gu, Seoul, creating sophisticated and practical spaces. This year, LG Electronics also participated in the production of the annual Molteni&C product catalog. This catalog is used in Molteni&C stores worldwide and introduces Molteni&C's premium furniture lineup as well as LG OLED TVs that complement it.

Jung-seok Lee, Executive Vice President and Head of LG Electronics' Global Marketing Center, said, "With this expanded partnership, we hope more global customers will experience a premium lifestyle with LG SIGNATURE."

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