Beauty and intuitive operation take centre stage. LG represents all of that with its products, which focus on their key functions. We internalised this credo and, on behalf of LG, transformed the entire hall 18 into an oasis of minimalism.
In a space measuring 3,700 square metres, we created a world of fascinating themed rooms, open spaces, and intelligent constructions that encouraged a dialogue between visitors and products. With this focus on the essentials, we enabled intensive interaction with LG’s products – for a trade fair appearance that reflected LG’s core value with confidence: life’s good.