[Mania] "Doing laundry like a laundry room, plus culture and gourmet"... How LG showcases home appliances

LG Electronics AnotherVibe Hammarte Operation with 'Jesaeng' Concept
Experience Tromm WashTower and Styler
Local Artist Exhibition with Baemin Coupons Provided

At LG Electronics Another Vibe Hammart, visited on the 19th, visitors could experience LG Electronics' medical management appliances all in one place.
[Photo by Han Yeju]

[Asia Economy Reporter Han Yeju] "I found out about 'Another Vibe' through a post on a local cafe. I took the time to visit because I heard I could experience LG Electronics' TwinWash and Styler, which I had always been curious about. It was fun to try the Styler with the clothes I was wearing and to create and take home my own customized T-shirt." (Ms. A, housewife in her 50s)

LG Electronics has established an 'Eco-friendly Creative Workshop' in a small alley called 'Hapmart' in Hapjeong, a neighborhood known for its culture, arts, and gourmet scene. With the theme of 'recycling,' this place focuses on reforming and customizing discarded clothes. Visitors could experience LG Electronics' unique AI DD (Direct Drive) technology and Tromm washers and dryers that minimize fabric damage with 6-motion technology, as well as the Styler, which features two heaters that boil water to produce TrueSteam and finely adjust steam levels according to fabric type.

When I visited Another Vibe Hapmart by LG Electronics at 4 p.m. on the 20th, my first impression was that it was 'substantial.' Although the space was not large, it was convenient to try LG Electronics' clothing care appliances all in one place. The exhibitions and events prepared to revitalize the local alley business were well suited to LG Electronics' goal of providing a 'differentiated customer experience.'

Both the Tromm WashTower and Styler could be operated through LG's ThinQ app.
[Photo by Han Yeju]

The first thing that caught my eye was the five 'Tromm Wash Towers.' The integrated Wash Towers, which combine dryers and washers in one body, were being used by customers living nearby. A staff member explained, "People living nearby come comfortably to do their laundry as if using a laundromat. Many customers come to wash blankets, and there are quite a few repeat visitors." The staff also explained to visiting customers how to operate the washers through the LG 'ThinQ' application and guided them on how to upgrade products via the UP Appliance Center within the app.

The product that attracted the interest of younger customers was the 'Tromm Wash Tower Compact,' designed for one- to two-person households. Compared to the large Tromm Wash Tower, the Compact model is 100 mm narrower and 170 mm shallower. Customers who cannot place both a washer and dryer due to space constraints seemed very interested in this relatively smaller-sized compact product. Customers asked various questions such as, "Is it about the size of a refrigerator?" and "It seems to take up less space, but what is the capacity?"

The 'Styler,' known as the face of LG Electronics' clothing care appliances, appeared much larger than previous models, making it suitable for managing more clothes. For the experience, I put the coat I was wearing into the device and selected the rapid mode via the ThinQ app. Just visiting the space, I felt it was attractive that clothes difficult to wash could be cared for like new in just 20 minutes.

On site, there was an 'Inspiration Workshop' where customers could participate directly, allowing them to customize T-shirts or bags as they wished.
Photo by Han Yeju

Reflecting the characteristics of the street where design industry workers and artists in music and fine arts gather, there was also an exhibition space collaborated with local artists. An 'Inspiration Workshop' where visitors could participate directly was set up, allowing them to customize T-shirts or bags with stickers. All the custom sticker designs were works by local artists. Customers could choose their desired stickers and place them wherever they wanted on T-shirts or bags to take home. For the environmentally conscious MZ generation (Millennials + Gen Z), a reform and repair program using unused clothes was also in operation.

Additionally, the space naturally integrated plant lifestyle appliances like the 'Tiiun Mini,' the mobile screen 'StanbyMe,' and the premium wireless speaker 'XBOOM 360 Speaker,' catching customers' attention. According to staff on site, many customers asked about LG Electronics' new home appliances and even noted down the locations of LG Best Shops.

After completing the experience, customers were given coupons in collaboration with Baedal Minjok (a food delivery service). Since the space was created to revitalize the local alley business, the coupons offered discounts when ordering takeout from nearby restaurants or cafes. It was a way to gain positive responses from both merchants and customers at once.

In line with the purpose of revitalizing local shopping districts, customers who visited Another Vibe Hammart were given Baedal Minjok takeout coupons.
Photo by Han Yeju

Meanwhile, LG Electronics has established Another Vibe spaces with different themes where customers can fully enjoy LG's innovative home appliances in five local commercial districts selected by the Seoul Metropolitan Government: Yangjaecheon-gil (Yangjaecheon-ro, Nonhyeon-ro 27-gil area) in Seocho-gu, Hapmart (Seongji-gil) in Mapo-gu, Jangchungdan-gil (Toegye-ro 56-gil) in Jung-gu, Seonyuro-un (Yangpyeong-ro 19-gil, 22-gil) in Yeongdeungpo-gu, and Oryu Beodeul (Oryu-ro 8-gil) in Guro-gu. Another Vibe Yangjaecheon-gil operates from October 1 to 28, Hapmart and Seonyuro-un from October 2 to 29, and Jangchungdan-gil and Oryu Beodeul from October 3 to 30, each for one month.

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