Consumer electronics giant takes products direct to consumers in unusual pop-up

LG Electronics is taking its LG Signature brand on the road, opening a pop-up at Santa Monica Place in Santa Monica, California, Nov. 8 through Nov. 13.



The LG Signature Gallery concept was officially launched in Manhattan’s Rockefeller Center earlier this fall. Similar to the New York City concept, the LG Signature pop-up structure on the West Coast is created entirely of LED panels on all four sides.



The panels play unique content to make the Gallery appear as if it is transparent, allowing consumers to see through the structure from one side to the other.



The interior showcases five premium LG Signature products: a 2.57 millimeters thin OLED television; a sleek refrigerator with a door-in-door; a new black stainless steel washer and white all-in-one washer/dryer unit, and an intuitive air purifier.



"The (Signature) line of products is designed to provide a state-of-the-art living experience that feels pure, sophisticated and luxurious, and we're thrilled to introduce the products directly to Los Angeles-based consumers,” said David VanderWaal, VP of marketing, LG Electronics USA.