LG's goal is to become one of the world's top three digital appliance companies by 2010.
Concomitant with this is our drive to attain world-class R&D capability by the same year.
Design is held as an integral element of our strategy, not only for mainstream products but
also in the more rarefied, premium end of the market.
European Style
Design is concerned with a product's 'soft' factors; its look and feel, image and usability. In
addition to functionality, designers embrace emotional, aesthetic, and interactive aspects of
appliances. LGEDM has a particular role in the cultivation of design identity at LG Electronics,
contributing a European sensibility to the evolution of corporate style.
CIPD – Corporate Identity through Product Design
CIPD is LG's strategy for the elevation of brand identity through design. It provides for the
gradual development of an original identity for the digital era. Design identity – made up of a
product's visual identity and user interface – is the means to 'embody and sustain' our brand
identity.
The centrepiece of CIPD is USER-First Design, an analytical tool that examines every design
concept from four standpoints – User Friendly, Solid (integrity), Expressive and Reflecting
Lifestyles.
Read more about CIPD on the Corporate Design Centre's site – here.
New Product Development
LG Electronics Design Milano also participates in new product development. This explores
different scenarios and attempts to anticipate people's evolving needs in the digital world.
Based on research into lifestyle fashion, new product concepts are devised in response to
consumers' changing needs.
