"Creating a World Without Chores"... LG Electronics Unveils Its Vision for the Future of Home Appliances in New York's Times Square

Brand Heritage Video Showcases 68-Year History of Home Appliance Innovation
Aims for "Zero Labor Home"

LG Electronics is sharing with global customers its history of home appliance innovation since its founding in 1958 and its vision of a "Zero Labor Home," where people are free from household chores.

LG Electronics’ brand heritage video, “The Questions Life Asks, LG Answers,” is being shown on an outdoor billboard in Times Square, New York. LG Electronics.

LG Electronics said on October 19 that it recently unveiled a brand heritage video titled "Life Asks, LG Answers" on an outdoor billboard in New York's Times Square, one of the world's most iconic locations. The video was created to share the company's history of product innovation in addressing inconveniences in customers' everyday lives, as well as its vision for the future: expanding into the field of physical AI, including AI homes and home robots, by building on its accumulated technological capabilities.

The video systematically highlights LG Electronics' flagship product lines, whose history runs parallel to that of home appliances in Korea. It traces the evolution of the company's technology from the Baekjo Washing Machine (WP-181), Korea's first washing machine, released in 1969, to the LG TWINWash and LG WashTower. In 2015, LG Electronics introduced the LG TWINWash, which combines a small top-loading Mini Wash beneath a front-loading washer, in response to customers who wanted to wash different types of laundry at the same time. In 2020, the company launched the LG WashTower, which integrates a washer and dryer into a single design, further enhancing space efficiency.

The video also showcases innovations that have improved customer convenience, from the 1965 Snowflake Refrigerator (GR-120) to Magic Space (Door-in-Door), which lets users access frequently used food items without opening the entire refrigerator door, and KnockOn (InstaView), which lets users see inside by knocking on the door. Since its launch, products featuring KnockOn have sold at a rate of one per minute over 10 years, with cumulative sales exceeding 5.3 million units. The video also introduces LG's home appliance design philosophy, which evolved from wood-finish refrigerators in the 1980s to the LG Objet Collection and SKS, the company's ultra-premium built-in brand.

The video also features the core component technologies behind the company's product innovations. LG Electronics' motor technology, which began with the development of a motor for fans in 1962, has evolved into the Inverter Direct Drive (DD) Motor, which directly connects the motor to the washing drum, and the AI DD Motor, which detects the characteristics of laundry and delivers optimized washing motions. More recently, drawing on motor and control technologies developed for home appliances, the company developed LG AXIUM, an actuator that serves as a robot's joint.

The video concludes with LG Electronics' accumulated robotics technologies and its vision for the future of physical AI. The company has advanced its related technologies since beginning development of Korea's first educational robot in 1983, followed by a cleaning robot in 2003 and LG CLOi service robots in 2018 that perform tasks such as guiding, delivery and serving. This year, the company unveiled its home robot, LG CLOiD, presenting a vision of an AI home directed by a home robot. Building on its home appliance innovations, LG Electronics plans to expand into areas such as AI homes and home robots and gradually make the Zero Labor Home a reality.

Starting with New York's Times Square, LG Electronics plans to show the video on the billboard at Piccadilly Circus in London and on major over-the-top (OTT) platforms. The video runs for 160 seconds in total and will also be shown in edited 30-second versions, depending on the platform.

"We will share LG Electronics' heritage of innovation for a better life for customers, along with our vision for the future, with customers around the world, and continue to deliver our distinctive brand value," said Ryu Juhyun, who oversees marketing communications for LG Electronics' Home Appliance Solution (HS) Company.

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