The domestic adventures of LG Signature

New trends in contemporary design tell us that furnishing products no longer have to follow precise and unchanging functions, but rather are subjects for unique, imaginative, intimate rituals. In the same way, household appliances – whose design is increasingly integrated with the “traditional” one – are products that are not only functional, but able to stimulate the imagination and participate in the imaginative choreography of everyday life: in our homes we can find LED screens as large frames for moving images, sculptural washing machines, monumental fridges, air purifiers to be displayed, wine cellars as shop windows... This is the philosophy behind LG Signature, the brand of ultra-premium products of the LG Electronics Group, which, with a new documentary, simultaneously presents its new products and recounts the magic of the encounter between technology and design. Signed by Francesca Molteni and produced by Muse Factory of Projects, Hide and Seek is a narrative that gives ample space to the imagination, transforming domestic rituals into fantastic little adventures.

The short film marks the partnership between LG Signature and Molteni&C, brands synonymous of excellence, refinement and natural elegance, which have much in common. Both are innovators, not afraid to use the latest technology and seek new techniques to improve the quality and value of their refined contemporary creations. The quest for functional and stylish design, as well as precise craftsmanship, are central to the success each continues to enjoy.  Hide and Seek is set in the Molteni&C showroom, which is suddenly transformed into a magical, joyful and fun world. The two protagonists, Vicky and Marty, are two children who discover the properties and design of the different LG Signature products – Rollable OLED TV, OLED 8K TV, refrigerator, wine cellar, washer-dryer and air purifier – by playing hide and seek (hence the title of the short film). The magic of technology shows children how it can be human, adaptable to their needs, functional, stimulating, and creativity a tool to imagine a different, better future, even in the home.