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CES 2021: LG Focuses on a Safe, Convenient Home

LG’s press conference led off with the images of the life we have gotten used to — empty cities, arenas, classrooms and pandemic-safe get togethers with masks and barriers. Not that anyone needed reminders, but it did set up how LG’s technology has helped people connect of the past year, and make better use of their homes. As LG DEO Brian Kwon put it, “Humanity hasn’t changed because our desire to lead better lives is stronger than the forces around us. At LG, we will never stop innovating to bring you more convenience, more entertainment, and more ways to keep you safe so you can live your lives to the fullest, no matter what changes, because life is on, life is good.”

That sentiment was reflected by Jin-hong Kim, SVP, Head of Global Marketing Center, who, prior to the product introductions, said that LG was exploring new possibilities in safety, convenience, and entertainment. After mentioning the 26 Innovations Awards LG received this year, and calling the home a “creative space for side hustles,” the company revealed new products in home appliances, home entertainment, and business solutions, as well as a revamp of their ThinQ platform.

Health and safety were the focus of the appliance product introduction, including PuriCare high-performance filters for both the home and a portable version that provides personal protection. The new refrigerators offer a 23 percent wider InstaView screen, and with two simple knocks, provides a view into the unit. Health is on display here, as well, with advanced cleaning features such UV lighting on nozzles. For laundry, LG has a new, feature-rich wash tower with a washer on the bottom and dryer on top that includes AI sensors for fabric texture and load size to make sure the settings are exactly what is needed. It also includes an allergen cycle and LG’s Proactive Customer Care at no additional cost.

On the home entertainment front, the company highlights their OLED evo, which includes their latest processor, the α9 Gen 4 processor. Features include AI Picture Pro, which recognizes content, removes noise, and optimizes picture quality, a new version of AI Sound Pro, which boasts two major additions for 2021. Virtual 5.1.2 surround sound up-mixing delivers an immersive audio experience via the TV’s built-in speakers while the Auto Volume Leveling feature maintains a consistent level of volume when switching between channels or streaming apps. LG’s 2021 OLED TVs are equipped with new features such as Game Optimizer along with a 1 millisecond response time, low input lag, and four ports supporting the latest HDMI specifications.

The quick business solutions rundown included CLOi UV-C robots, which hotels and gyms can use to automate the disinfecting process; the gram laptop, with a larger screen and smaller bezel; and the OLED Pro 4K monitor, which is 31.5 inches and features individual dimming on all pixels.

Finally, the company concluded its product presentation with updates to ThinQ, which they are evolving from a smart hub to a digital platform for services and solutions. The open ecosystem is open to partnerships, and LG announced two — with Nestle and Kraft — that will allow users greater convenience when using those products in an LG kitchen.

For more details, visit LG’s CES 2021 virtual showroom.