Sonah Lee also spoke about ‘Life’s Good’, the concept that gives rise to the brand’s name
For the seventh consecutive year, LG is a technology sponsor of CasaCor, held at Conjunto Nacional in São Paulo since May 21 and ending on July 27. The event serves mainly to inspire lovers of decoration and architecture, but for Sonah Lee, head of marketing at LG, the venue serves to put into practice the technologies launched by the company and show how they can become allies in people’s daily lives.
“CasaCor allows the public to see and verify whether our technologies are applicable. In addition, people will also be able to see the connectivity between the products,” he explained.
In this interview, the executive also talks about ‘Life’s Good’, a concept that gives rise to LG’s name and has been widely developed by the brand in recent years. In addition, LG has also been working to connect with Generation Z, with launches aimed at this audience, such as the new Bluetooth speakers, announced in August.
How does LG’s partnership with CasaCor work?
This is the seventh consecutive year that we have been CasaCor’s technology sponsor, and this is a huge milestone for us. Every year, we have the mission of bringing new products to the event, but without neglecting to talk about design. So, if CasaCor is the reference in this regard and sets trends, we also bring these innovations. When we talk about the event, we have brought products that have not been launched in Brazil so that consumers can get to know our entire portfolio, in addition to launching some new products as well. We believe that when we talk about products, we cannot talk in a cold way. CasaCor brings this tenderness and I believe that, especially this year, with the concept that values the present, we thought about how to bring artificial intelligence into practice. This is really cool because, in addition to the entire concept behind the event, we are able to show this interaction between design and technology.
What’s new from LG at CasaCor this year?
For the first time, we brought functional kitchens and laundries. If before we were unable to make these connections to actually cook, CasaCor allows the public to see and prove whether our technologies are applicable. In addition, people will also be able to see the connectivity between the products. Everything is tested and shown in practice.
How do you select the products that are taken to the event?
We already have a large portfolio that is offered to our architects, but, depending on the space, they can also make requests to LG. There are some spaces where we have partnerships, such as the movie theater space we have with Fernanda Rubatino, who created a space with a B2B screen that can be used as a luxury movie theater. We give architects complete creative freedom to use our products. We are very happy because, with each passing year, LG products are more present in spaces. Architects are also concerned about artificial intelligence. In our case, we renamed the technology because we believe that it is more than just technology, it is the intelligence of affection and we bring this to spaces as well.
In August 2023, you returned with ‘Life’s Good’. Why is the brand determined to work on this positioning further?
We redesigned the concept last year and redesigned it in a more organic, more human way. The face of our logo is warm, human, with eyes, a nose and a smile. That’s LG. When we talk about innovation, this has to be discussed not only in the products, but also in our logo, because that’s the only way the customer can identify, see and feel the brand in their heart. What logo is as friendly as ours? Whether it’s in the warm red color, which is what we have in our hearts, its expressions… It’s very human. We believe that the protagonists of everyday life are people, not technology, not the product.
Why does LG want to reach out to Generation Z?
Our launches are based on audience research, and when we talk about this generation, it is important to remember that they are not only connected to technology, but also to other movements. We wanted to bring this to life through dance, a new modality in the Olympics, for example. These events are changing and so are we. We need to keep up with the market to be increasingly present in the consumer’s daily life. It is no use being friendly only in the logo, we have to bring this to everything we do. We want to talk, understand, gain insights into the market and have interactions to create this connection. I see Generation Z concerned with sustainability and social issues, and we work a lot on these topics.
