LG Promotes Ultra and Affordable Premium

South Korean manufacturer LG will be pushing a new line of “ultra-premium” products this IFA under the LG Signature brand. Leading the initial lineup is a LG Signature 4K HDR-enabled OLED TV, an updated TWINWash washing machine, and a new Door-in- Door refrigerator.

LG’s InstaView Door-in-Door refrigerators feature a tinted glass panel that allows users to simply knock twice on the glass to illuminate the contents within – and without letting the cold air out, meaning the unit uses 41% less energy for cooling (helped also by a ColdSaver Panel that reduces cold air loss). The LG LFXS30796D and LFXS30796S InstaView Door-in-Door refrigerators will be a key feature of LG’s ultra-premium line-up at IFA.

Meanwhile, it has been announced that the next flagship smartphone from LG Electronics – to be launched at IFA – will be the first ever device to feature a plastic OLED FullVision display, consistent with the company’s smartphone display strategy that started with the LG G6 and continues with the LG Q6. As LG’s first OLED smartphone since the LG G Flex 2 in 2015, the shift marks a move by LG to extend its OLED leadership from the premium TV sector into the premium smartphone space. Beyond their slim profile and excellent visuals, OLED displays in smartphones are ideal for VR applications, one of the key growth areas in the smartphone industry. And because the screen in the upcoming smartphone will be based on plastic OLED technology – also known as P-OLED – the edges can be curved to allow for a more ergonomic design and a better feel in the hand.

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