Concept Designs

CHALLENGE

Using new merchandising guidelines that LG had recently adopted, we were challenged to conceive a flexible, dramatic display family that emphasizes the high quality and technical sophistication of LG’s product line.

RESULTS

The multi-level system that we designed meets all LG’s requirements and more. The LCD lighting is subtle, yet dramatic. The Trays and Stages help organize and elevate the product above the competition. The interchangeable pieces make the system ideally flexible for the smallest or largest retailer.

CHALLENGE

LG is the third largest manufacturer of cell phones in the world (behind Motorola and Nokia). Yet their in-store presence has been limited. With that understanding, they have undertaken a major push to enhance their brand presence. A new POP program is central to that effort. They sought a new display system that would clearly communicate their Brand Personality - Stylish, Innovative, Practical - and their Brand Association - Trendsetting Design.

The new system needed to include multiple display elements that could function alone or as part of a multi-phone display. The displays had to be adaptable to different environments, working on slat wall, countertop, or in a display case. A range of display solutions was necessary to address different tiers of retailers, to accommodate high end, "A" level stores, as well as smaller mom and pops. Because LG has so many different models of phones, the display design had to allow for interchangeable graphics. It was also necessary to accommodate security cables to discourage shoplifting.

MARKET RESULTS

Since the displays were rolled out to test markets, LG has seen a marked increase in their US market penetration. Broader distribution followed.

CHALLENGE

LG is the third largest manufacturer of cell phones in the world (behind Motorola and Nokia). Yet their in-store presence has been limited. With that understanding, they have undertaken a major push to enhance their brand presence. A new POP program is central to that effort. They sought a new display system that would clearly communicate their Brand Personality - Stylish, Innovative, Practical - and their Brand Association - Trendsetting Design.

The new system needed to include multiple display elements that could function alone or as part of a multi-phone display. The displays had to be adaptable to different environments, working on slat wall, countertop, or in a display case. A range of display solutions was necessary to address different tiers of retailers, to accommodate high end, "A" level stores, as well as smaller mom and pops. Because LG has so many different models of phones, the display design had to allow for interchangeable graphics. It was also necessary to accommodate security cables to discourage shoplifting.

MARKET RESULTS

Since the displays were rolled out to test markets, LG has seen a marked increase in their US market penetration. Broader distribution followed.

CHALLENGE

LG is the third largest manufacturer of cell phones in the world (behind Motorola and Nokia). Yet their in-store presence has been limited. With that understanding, they have undertaken a major push to enhance their brand presence. A new POP program is central to that effort. They sought a new display system that would clearly communicate their Brand Personality - Stylish, Innovative, Practical - and their Brand Association - Trendsetting Design.

The new system needed to include multiple display elements that could function alone or as part of a multi-phone display. The displays had to be adaptable to different environments, working on slat wall, countertop, or in a display case. A range of display solutions was necessary to address different tiers of retailers, to accommodate high end, "A" level stores, as well as smaller mom and pops. Because LG has so many different models of phones, the display design had to allow for interchangeable graphics. It was also necessary to accommodate security cables to discourage shoplifting.

MARKET RESULTS

Since the displays were rolled out to test markets, LG has seen a marked increase in their US market penetration. Broader distribution followed.

CHALLENGE

LG sought to supplement its award winning display system introduced in 2005 with a floor standing display. The display needed to echo the look and feel of the other pieces in the display family. The floor standing display was to be a dramatic new center piece. The display was to have 2 primary functions: first, to highlight 4 cell phones; second, to dispense accessory products. The 4 phones needed to be displayed on a "stage" which used materials and design direction established by a multiphone display introduced in 2005. The materials needed to include green-edge acrylic, powdercoated steel, and brushed aluminum. Lighting effects needed to be included to add drama and visual appeal. Each individual phone holder needed to incorporate interchangeable graphics. Each phone needed to be tethered with a security cable. Strong LG branding needed to be visible throughout. Beneath the cell phone "stage", accessory products needed to dispense from standard slat wall pegs. Overall, the display needed to be sturdy, durable, and convey a look of high quality and cutting edge technology.

MARKET RESULTS

Since LG's display system was first introduced, LG has grown to become the second largest cell phone brand in the United States. This display is the perfect complement to that system. Retailers appreciate the flexibility to display LG phones on a wall, in a display case, on a countertop, and now on the retail floor. The Floor Standing Display adds to the library of POP offerings that LG provides to their retailers. Not only does this display highlight LG phones, but it also provides useful retail space to cross merchandise highly profitable cell phone accessories.

The display was recognized with a Gold Award at the Design of the Times competition in Chicago.

CHALLENGE

LG is the third largest manufacturer of cell phones in the world (behind Motorola and Nokia). Yet their in-store presence has been limited. With that understanding, they have undertaken a major push to enhance their brand presence. A new POP program is central to that effort. They sought a new display system that would clearly communicate their Brand Personality - Stylish, Innovative, Practical - and their Brand Association - Trendsetting Design.

The new system needed to include multiple display elements that could function alone or as part of a multi-phone display. The displays had to be adaptable to different environments, working on slat wall, countertop, or in a display case. A range of display solutions was necessary to address different tiers of retailers, to accommodate high end, "A" level stores, as well as smaller mom and pops. Because LG has so many different models of phones, the display design had to allow for interchangeable graphics. It was also necessary to accommodate security cables to discourage shoplifting.

MARKET RESULTS

Since the displays were rolled out to test markets, LG has seen a marked increase in their US market penetration. A broader distribution followed.

CHALLENGE

LG needed a Wall Sign to supplement their family of displays. Although they have an electric sign available, it can be too large and costly for some of their smaller retailers. They requested a sign that would share a common look and feel with their cell phone displays. The sign needed to be offered at a price point below the more expensive electric sign. The sign should be made from quality materials to accurately reflect the image of LG phones. It needed to mount to slat wall. It needed a relatively small profile, but still convey the LG quality image and enhance brand visibility within the store.

MARKET RESULTS

This sign is an ideal complement to LG's family of cell phone displays. It can be used in conjunction with individual phone holders and brochure holders to create a compact, but impactful, wall display. It also offers retailers the option of a different LG sign at a lower price point. It can also be used alone to make a quality branding statement about the LG line.

The sign was recognized with a Gold Award at the 2006 Design of the Times competition in Chicago.