LG came to us to help them compete in the European market with their ‘Signature Kitchen’ appliance brand and to design a range of products including built-in ovens and coffee machines.
We took a deep dive into the category which helped us better understand the premium sector. We explored potential routes to market and overall, gained a better understanding of consumer needs, wants and aspirations.
One interesting observation that we identified was that consumers who have invested in a super premium kitchen often do not want their appliances visible, preferring to have them hidden behind doors. An approach echoed by the likes of premium kitchen brands such as Valcucine and Boffi. This approach however often compromised on accessibility.
Our challenge was to create a discreet product offering that would be hidden/invisible when not in use and highly accessible when in use
This design concept formed the inspirational building blocks and design steer for LG’s 2018 built-in kitchen portfolio.