LED screens as large picture frames for moving images, sculptural washing machines, monumental fridges, air purifiers for display, wine cellars as showcases... household appliances are no longer objects to be hidden or integrated into furniture, but elements to be displayed, like the most precious furniture. The integration of technology and design in the domestic sphere is an inevitable and ever-evolving process, and it is increasingly common to find projects or products in which the technological component comes closer and closer to 'traditional' furniture.

With this in mind, it is natural that two brands such as LG SIGNATURE and Molteni&C, synonymous with excellence, refinement and natural elegance, meet and dialogue. Both brands are innovators, not afraid to use the latest technologies 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 elements of the success each continues to enjoy. 

On the occasion of Milan Design Week, from 7 to 12 June 2022, the two brands present the short film Hide and Seek, directed by Francesca Molteni and produced by Muse Factory of Projects. The video will be premiered in the Signature Kitchen showroom in via Manzoni 47, inside a space dedicated to LG SIGNATURE products, in dialogue with furnishings by Molteni&C.

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.