LG and ATC - All Things Communicate together for an experiential activation in the Mediaworld store during Design Week 2024®
A multi-channel campaign that brings LG appliance technology directly into the heart of the retail experience.
- Concept
- Storytelling
- Crative assets
- Totem
- Advertising panel
On the occasion of the Milan Design Week 2024, the brand has chosen to preside over one of the most dynamic contexts, the
Mediaworld store, communication, technology and direct interaction with the consumer.
ATC has curated concept, storytelling and materials development in partnership with LFM Spa, telling the story of LG innovation in an immersive and engaging.
At the heart of the project is the LG InstaView™ kitchen appliance line, with a technology that allows you to activate the oven’s internal lighting by simply tapping twice on the glass.
The creative idea "Knocking on your next kitchen" was born, an invitation to discover in an intuitive and surprising way what the kitchen of the future can do.
This simple but iconic gesture has been transformed into a real narrative key, which is reflected in the messages of visual communication and in the entire experiential flow proposed at the point of sale.
The project has been implemented on two fronts:
Showcooking live experience: for three consecutive days, the area hosted live demonstrations with professional chefs who exalted the performance of the LG oven, offering to the public
direct interaction with the product.
In-store materials design: panels, totems and visuals have transformed the Mediaworld store into a technological showcase consistent with the premium positioning of the brand. The entire set of materials is designed to maximize visibility, facilitate product discovery and guide the consumer along a fluid and inspiring path to purchase.
The project was designed to transform the store into an immersive storytelling place, where innovation is not only shown, but lived.
