Targeting B2B and B2C... LG Electronics Opens Built-in Appliance Showroom in Chicago, US

Leveraging Strategic Location to Strengthen Market Dominance
Conveying Brand Philosophy Through Media Art Exhibitions

LG Electronics' ultra-premium built-in appliance brand, SKS, has opened a new showroom in the Chicago area, recognized as the hub of the interior and design industry in the United States, expanding its touchpoints with global customers.

On November 19, LG Electronics announced that it had recently opened the SKS showroom at The Mart, a commercial space specializing in design and architecture located in Chicago, USA. This is the third showroom established in the United States, following Napa Valley in California on the West Coast and New Jersey in the East, and is strategically positioned in the Midwest. By leveraging the locational advantage of attracting hundreds of thousands of annual visitors, including professionals from the architecture, design, and interior industries, the company aims to enhance customer accessibility and strengthen its market dominance.

LG Electronics recently opened the SKS showroom at The Mart, a commercial space specializing in design and architecture located in Chicago, USA. LG Electronics

LG Electronics is targeting both business-to-business (B2B) and business-to-consumer (B2C) customer segments in the built-in appliance market. According to market research firm Euromonitor, the global built-in appliance market is expected to reach USD 64.5 billion (approximately KRW 93.35 trillion) this year. The new showroom covers a total area of 806 square meters and was designed by world-renowned architect Piero Lissoni. The space features a seamless flow from a lounge with a large chandelier to the exhibition area, and has been curated in collaboration with luxury Italian furniture and material brands to create a refined atmosphere.

The exhibition area, which includes a total of five kitchens, showcases SKS's advanced technologies such as the "Pro Range," which combines gas range, induction, and sous vide functions; the "Built-in French Door Refrigerator" with five temperature control options; and the "Wall Oven," which analyzes ingredients with an internal camera to recommend customized recipes.

LG Electronics recently opened the SKS showroom at The Mart, a commercial space specializing in design and architecture located in Chicago, USA. LG Electronics

LG Electronics emphasized that the Chicago showroom differentiates itself by serving not only as a space for customers to experience SKS's premium built-in appliances in a lifestyle setting, but also as a high-end, multi-purpose cultural venue offering cooking, dining, and media art exhibitions all in one place. Notably, the brand philosophy is conveyed through a media art exhibition utilizing the ultra-large, ultra-high-definition micro LED display, "LG MAGNIT." In addition, a variety of customer experience programs, such as professional chef-led cooking classes and wine pairing classes, are planned to allow visitors to experience SKS built-in appliance solutions firsthand.

Jung Kyuhwang, Executive Vice President and Head of LG Electronics North America, stated, "We will use the Chicago showroom as a base to provide global B2B and B2C customers with the opportunity to experience the differentiated design and technology unique to SKS."

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