THE new LG SIGNATURE brand from LG Electronics (LG) that combines the finest of LG's cutting-edge technology and world-class design with an exquisite attention to detail for today's most discerning consumers, was launched across the GCC. It was unveiled at a gala ceremony at Dubai’ most talked about, radiant center of culture and arts — the Dubai Opera.

The rich and exquisite design of the Dubai Opera that bridges the gap between the past and the future made it the ideal venue to launch LG’s ultra-premium lineup of products that is all set to re-define the future of luxury home appliances and entertainment solutions.

The innovative and exquisitely designed LG SIGNATURE family consists of four products: the world’s thinnest and stunning OLED television, which takes the immersive viewing and listening experience to the next level; a sleek refrigerator with a beautiful Door-in-Door feature to keep food fresher; a bold new black stainless steel washer and white all-in-one washer/dryer unit, and an intuitive Air Purifier designed to filter the air in any home in any environment in order to protect your family from pollutants and allergens in the air.

“From conception to the final user experience, the LG SIGNATURE products were designed to highlight true essence — focusing on each product’s basic yet efficient functionality whilst maintaining the brand’s modern, premium and artistic signature design,” said Kevin Cha, President, LG Electronics, Middle East & Africa.

“The LG SIGNATURE range of products is an extension of the user’s personality, ambition as well as status and also marks the very first time that individuals residing within the region can experience the most aesthetically beautiful home appliances turning their living spaces into a highly functioning and visually stunning masterpieces.”

LG SIGNATURE represents the pinnacle of design, performance and usability in home appliances. It has been committed to making life better for consumers offering the highest performance, minimal design, and innovative usability.

Each LG SIGNATURE premium product is thoughtfully designed to be visually astounding, while staying true to its essence: delivering the most elegantly curated human experience. The visualization of “essence” was the inspiration behind the design philosophy of the LG SIGNATURE brand. By eliminating unnecessary elements, LG SIGNATURE represents the ultimate in elegant simplicity. Its radical design heightens the intrinsic purpose of the product and streamlines usability.

Home appliances available in the LG SIGNATURE lineup of products for the GCC include:

• The LG SIGNATURE OLED TV W7 — marries the leading picture quality of LG OLED TV's perfect blacks and expanded color gamut with unique "Picture-On-Glass" technology for a stunningly slim design, measuring a never-before-achieved 2.57 millimeters thin.

• The LG SIGNATURE Refrigerator takes LG's award-winning Door-in-Door design two steps further with InstaView — a sleek glass panel that illuminates and turns the opaque Door-in-Door compartment transparent with two simple knocks —and the new Auto Door function which features a smart sensor that opens the fridge door automatically with a subtle swipe of the foot. It offers 31 cubic feet of capacity and boasts a full stainless steel body that's also incorporated in the interior.

• The LG SIGNATURE TWINWash System is loaded with SmartThinQ smart connectivity features so consumers can receive smartphone notifications when the detergent tank is empty, download the specialized wash cycles, save frequently used wash cycles and track the amount of water and electricity used. This vent-less machine is powered by LG's Inverter HeatPump, which uses half the electricity of conventional dryers. It also features a unique "Centum" Fixed Tub suspension system, similar to those found in today's luxury automobiles, greatly reducing noise levels and vibration.

• The LG SIGNATURE Air Purifier features an innovative, semi-permanent filter system that can be washed and reused for up to 10 years. And LG's six-stage Eco-Saving filter to purify the air and Eco-Watering System to provide exceptional air purifying and humidifying to bring comfort air zone to breath. Stunning Rain-View-Mirror, Smart Indicator and Smart Lighting provides stylish view of the current indoor air quality in four different colors.

All LG SIGNATURE products will be available at the LG brand shops and leading retail stores across the GCC. LG SIGNATURE highlights the true extent of LG’s innovation leadership and the company’s passion for consumer-centric insights that drive the evolution of life. — SG