[IFA 2015] LG continues upscale push at IFA

BERLIN -- LG Electronics will showcase premium TVs and other of its latest home appliances at IFA, Europe’s largest electronics trade show that kicks off Friday in Berlin, in its ongoing upscale push.

The Korean tech giant is one of the biggest exhibitors at the annual event. This year, the company has set up its largest-ever 3,799-square-meter exhibition booth under the slogan “Innovation for a Better Life.”

Its most interesting products should be organic light emitting displays, or OLED TVs. Unlike its rivals -- still sticking to liquid-crystal displays, or LCD TVs, for better profits -- LG has poured resources into OLED TVs with an aim to take the early lead in the nascent but lucrative market.

The company has roughly doubled its OLED TV lineup to nine models this year. At the show, its first flat 55- and 65-inch Ultra HD TV models will be displayed, along with a full-HD curved model.

OLED TVs work without a backlight, so they offer almost infinite contrast levels and high light output with no motion blur, uniformity or off-angle issues. They also allow thinner and sleeker design.

LG’s 55-inch Ultra HD model boasts a 4.8-millimeter thickness, slimmer than most smartphones in the market. 

The company will also unveil its own smart TV operating system, the webOS 2.0, which is designed for multitasking.

LG says users will be able to swap directly between Internet videos and cable TV, without having to go back to a home page.

The company has teamed up with on-demand video streaming service providers such as Netflix and Amazon and other broadcasting stations to demonstrate the ultrabright High Dynamic Range or HDR content. 

Along with TVs, LG plans to show off a slew of new and premium home appliances at IFA.

The No. 1 washer maker in terms of sales will unveil its latest premium front-load washing machines, Centum, which has drastically reduced noise level while improving energy efficiency.

The Tromm Twin Wash, the industry’s first washing machine with an extra mini washer, is also expected to draw attention from visitors. Since its launch in July, it has already become a hit product in Korea.

Other unique products include its wireless cleaning machine series, Cord Zero, and the hot-selling clothing care system Styler.

LG also aims high with its built-in kitchen system, a burgeoning premium home appliances market, showcasing premium ovens, dishwashers and refrigerators that are designed to appeal to European consumers.

By Lee Ji-yoon  Korea Herald correspondent (jylee@heraldcorp.com)