Digital Leader teams up with Designers Guild to introduce refreshing limited edition range
Dubai, UAE, July 27, 2006: Washing machines are usually not something to get excited about. But LG's latest Steam Direct Washing machines seem to be worthy of enthusiasm.
The new limited edition Steam Direct Washing Machine from global and regional digital leader LG Electronics and Designers Guild combines state-of-the-art home technology with refreshing and breathtaking interior style. The collaboration has produced four eye-catching home appliances created to challenge the design and function of traditional white goods.
Reflecting Designers Guild prints, the limited edition LG Steam Direct Drive comes in four stylish versions: Cloisonn - striking gloss butterflies and flowers on a black matt background; Imperial Flower - a stunning red floral damask design on a white background; the fresh spring green trailing floral on white Sevilla; and a modern geometric design of graphic circles Ribailagua.
C.H Lee, President, LG Electronics Gulf FZE, said: "LG is synonymous with innovative technology and design. As a result, we are delighted to partner with top interiors house Designers Guild to launch some of the most awe-inspiring creations. The creative prints make these limited edition washing machines as stylish as they are innovative.
"With its revolutionary steam feature, the Steam Direct Drive offers customers a new way to manage their laundry as well as preserve the environment."
LG's Steam Direct washing machine itself is a world's first. It uses a unique dual spray system to spray hot steam and water on fabric continuously and improve washing performance.
This eco-friendly machine uses 35 per cent less water* and 21 per cent less energy than traditional washers** - a unique feature that earned it a rating of 'A++' for energy efficiency. The machine's refresh programme uses steam only to remove creases in garments in just 20 minutes, eliminating the need for ironing.
The LG Steam Direct Drive washing machine operates silently as the drum is attached directly to the motor without a noisy belt connecting the two. There is also the option of a remote monitoring system to check the progress of washing from anywhere in the house.
British Interiors specialists, Designers Guild, are famous for their contribution of colour and pattern to interior design since the company was established by Tricia Guild in 1970. Today, the company is one of the most influential and creative forces in interior design and is famed worldwide for its luxury fabrics, wall coverings, upholstery and home accessories.
Tricia Guild, Founder of Designers Guild, said the creations for LG were one of the major challenges successfully achieved by her organisation. "Our philosophy is to combine creativity and innovation with the highest levels of quality, therefore working with the launch of the most technologically advanced washing machine required inspired creations," she added.
"Over the last few years, consumers are demanding more unique design outside of the traditional fabric and wall coverings and we hope our limited edition LG Steam Washing Machines is a tremendous success," Guild pointed out.
The limited edition LG Steam Direct Drive Washing Machine will be available in the region shortly.
-Ends-
Notes to the Editor
* In comparison with 80L consumption per average wash
**In comparison to 'A' rated conventional washing machines
About LG Electronics
LG Electronics, Inc. (Korea Stock Exchange: 06657.KS) is a global force in electronics, information and communications products with 2004 annual sales of US $38 billion (consolidated). With more than 66,000 employees working in 76 subsidiaries in 39 countries around the world, LG Electronics is comprised of four main business companies including Mobile Communications, Digital Appliance, Digital Display, Digital Media.
LG Electronics Digital Appliance Company (DAC) is a technological leader and a pioneer in home appliance convergence. LG DAC provides a total package of digital products for homes, which includes air conditioners, refrigerators, washing machines, cooking appliances, and vacuum cleaners. LG has also made entry in the built-in appliance market. LG's innovative combination products and home network features have garnered international acclaim. For more information please visit www.lge.com.
About Designers Guild
Established in 1970, Designers Guild is a leading worldwide luxury home furnishing brand. Designers Guild designs and wholesales furnishing fabrics, wall coverings, upholstery, bed and bath under Designers Guild and other brands throughout Europe and worldwide.
Founded in 1970 by Tricia Guild, Designers Guild has become one of the most influential and creative forces in interior design and achieved international renown for a wide variety of home and lifestyle products; most notably its ranges of furnishing fabrics and wall coverings, bed linen, blankets and towels, accessories, furniture, carpets and rugs, paint, stationery, leather goods and home fragrance.
The company is headed by Tricia Guild, Founder and Creative Director and Simon Jeffreys, Chief Executive. The Designers Guild philosophy is to combine creativity and innovation with the highest levels of quality: quality of design, product, service and people.
For more information, contact:
Hamad M. Malik
Director
Marketing & Corporate Communications
LGE Middle East & Africa Operations
Tel: +9714-3340066
Fax: +9714-3370515
Email: hamad@lge.com
Amber Dale/ Lina Zain
Polaris Public Relations
Dubai, UAE
Tel: +9714-3348522
Fax: +9714-3341326
Email: a.dale@polaris-me.com
Email: l.zain@polaris-me.com
© Press Release 2006
