[Mania] Another Vibe in Yangjae Reminiscent of a Jazz Bar... LG Electronics Collection Captivating All Five Senses

LG Electronics Operates Unique Home Appliance Experience Event 'Another Vibe'
Yangjae Venue Targets MZ Generation Office Workers
Sommelier-Recommended Wines and Fresh Craft Beers
DOS Objet Collection MoodUp Enhances Atmosphere on Display

Interior view from the entrance of the event hall. On the right side, there is a bar set up with the Homebrew Objet Collection next to it. In the center of the space is the Dios Objet Collection Mood Up refrigerator, and on the left is the Dios Objet Collection wine cellar. / Photo by Kim Pyeonghwa

[Asia Economy Reporter Kim Pyeonghwa] "I can't tell if this is a jazz bar or an event venue." As soon as I visited 'Yangjae Another Vibe' in Seocho-gu, Seoul on the 20th, lively jazz music greeted me. This place was prepared by LG Electronics for a new concept home appliance experience. Although it was a newly created event space for this occasion, the black walls, floor, and ceiling, pinpoint lighting throughout, the long wooden bar, and the neatly arranged various wines made it look just like an actual operating jazz bar.

LG Electronics set up Another Vibe event venues across Seoul, including Yangjae, Hapjeong, and Jangchung, to revitalize local commercial districts and allow consumers to experience their home appliances in unique ways. Among them, Yangjae Another Vibe welcomed visitors with alcohol-related home appliances such as the wine cellar (DIOS Objet Collection Wine Cellar) and the craft beer maker (HomeBrew Objet Collection). This space was designed with reference to the demand from nearby MZ generation (Millennials + Generation Z) office workers who stop by after work for a drink or dinner.

Here, visitors could taste actual stored wines and freshly brewed craft beers. At the bar located inside the event entrance on the right, a sommelier recommended the wine of the day, and visitors could pour a small glass and enjoy the wine and snacks at the standing tables behind. Next to the bar were three HomeBrew Objet Collection machines, allowing tasting of various beer types such as lager, pilsner, and ale. As soon as the craft beer brewed on-site was dispensed, the characteristic sharp aroma of beer filled the air. Tasting it, the fresh flavor was reminiscent of craft beer served in pubs.

The reporter is directly changing the color of the Dios Objet Collection Mood Up door using the LG ThinQ app. / Photo by Kim Pyeonghwa

The home appliance that particularly caught attention inside the event venue was the 4-door refrigerator (DIOS Objet Collection Mood Up) located in the middle of the space. This product, first introduced by LG Electronics at last month's Europe's largest home appliance exhibition (IFA), features a refrigerator surface that changes colors in various hues. The default colors were dark gray for the upper compartment and white for the lower compartment, but by opening the LG ThinQ app on a smartphone and selecting the desired color, the refrigerator doors changed to that color. Each of the four doors could be changed to different colors. All operations were completed in less than a second, which was fascinating.

An event official explained that the DIOS Objet Collection Mood Up allows 22 color options for the upper compartment and 19 for the lower compartment. This means over 170,000 color combinations are possible depending on the color mix. They also explained that this function was realized by applying LED light sources and light guides that evenly diffuse the incoming light on the refrigerator doors. Just two months ago, it was unimaginable that refrigerator door colors could change like turning on a light, but thanks to new technology development, such an experience has become possible. If you are unsure about color combinations, you can also change to various themes recommended by the app, such as seasonal or healing themes.

An event staff member is scanning wine with the LG ThinQ app. Once a photo is taken, various wine information is immediately saved in the app and utilized to implement the Dios Objet Collection wine cellar feature. / Photo by Kim Pyeonghwa

Another highlight of the DIOS Objet Collection Mood Up was its music playback feature. The refrigerator is equipped with a Bluetooth speaker, allowing users to select from 69 different soundtracks suited for various situations like tea time or lounge via the app. When connected to other devices such as smartphones, external music could be streamed. When I selected jazz music from the app's soundtracks, the event space instantly felt even more like a jazz bar. The official's explanation that the DIOS Objet Collection Mood Up can transform a home into a glamorous party venue or a cozy caf? made perfect sense. LG Electronics plans to add more colors and soundtracks supported through the app in the future.

Wine enthusiasts also showed great interest in the DIOS Objet Collection Wine Cellar set up on the left side of the event venue. This product was larger than typical home wine refrigerators seen in households. It seemed to follow the home appliance trend of "the bigger, the better" (Geogeo Ikseon). It gave the impression that one could store various wines fresh at home just like in a wine bar. This product also conveniently integrates with the LG ThinQ app, allowing multiple functions to be easily used. By taking a photo of the wine in the app, the wine type, storage start date, and location could be immediately saved.

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