People gather at an event, co-hosted by LG Electronics and NTS Radio, which introduces the company's Dios Objet Collection MoodUP refrigerator, at an event hall in Berlin, Saturday. Korea Times photo by Baek Byung-yeul

Tech giant showcases stylish MoodUP refrigerator in Berlin

By Baek Byung-yeul

BERLIN ― Attracting young consumers has always been a top priority for companies like LG Electronics, which sells consumer goods.

As part of these efforts, it recently unveiled the LG Dios Objet Collection MoodUP refrigerator.

On Saturday night, the company hosted a music event with DJs from a London-based online radio platform called NTS Radio. The novel event had lively music and offered cocktails while at the same time displaying its new refrigerator appliance at the CAN event hall in the German capital.

At the IFA tech fair, the company unveiled the MoodUP fridge, which enables users to change the appliance's exterior color by simply touching the LG ThingQ app. The appliance also supports a Bluetooth speaker feature to allow users to play songs they want to listen to by connecting the gadget to a streaming platform or listening to the 69 songs it comes preloaded with.

At the LG party, four MoodUP refrigerators were displayed, changing their exterior colors according to the music played by the DJs, providing a great atmosphere for young Berliners. The cocktails used spherical ice balls, which LG calls craft ice, made by the refrigerators.

A DJ from NTS Radio said the event could be a win-win collaboration for the radio station and LG, saying that the company's event would resonate with young Berliners.

"The refrigerator LG made will be a craze. I would like to buy this product if I have to buy a new refrigerator. With music played by NTS DJs, LG wants to get closer to young people and I think it's a great idea," the DJ said.

Young Berliners enjoying the LG party event, co-hosted by LG Electronics and a London-based radio platform, NTS Radio at an event hall in Berlin, Saturday. Korea Times photo by Baek Byung-yeul

Young Berliners waiting for the event said that they didn't know that the party was co-produced by LG, saying that they found out about it later from Instagram.

"We just got to know about the event through Instagram that NTS DJs will play music here. But like you said, it's an interesting collaboration because we didn't expect that LG would introduce a new refrigerator," a woman waiting in the line said after learning from this reporter that LG is showcasing a new refrigerator.

"With sensuous music, wonderful drinks and a relaxed atmosphere created by the MoodUP refrigerators, we wanted visitors to experience how the color-changing refrigerator can help set the atmosphere of a space through this event," an LG spokesman said.

LG's ambitious Dios Objet Collection MoodUP refrigerator, designed to make everyday home appliances into interior accessories that shine throughout the house, will be first released in the Korean market this month and then expanded to overseas markets from next year, the company said.