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LG opens new design center in Europe

Posted: 27 Jun 2008 ?? ?Print Version ?Bookmark and Share

Keywords:design center? Europe facility? R&D?

South Korea's LG Electronics has inaugurated its new European Design Centre in Covent Garden, London, United Kingdom.

The new center aims to create designs based on European consumers' requirements. The designers will also be called upon to adapt products that will appeal to the European market, but which have been developed elsewhere.

The opening of the center also reflects LG's new business strategy, with increased investment into R&D feeding into regional design capabilities. LG will be investing over $4.8 million into design programs in Europe in 2008 alone. The first European designed product, a mobile handset, is to be unveiled this August.

LG's European Design Center will house a multi-national team of 22 expert designers by 2009, from across Europe. The current team already includes British, Irish, Italian, French and German designers. They will design products for LG's entire range of consumer goods including mobile phones and devices; flat-screen TVs and audio systems; white-goods and other home electronics. The new facility joins a global network of six design center, which are part of a wider network including 29 R&D centers. All together these center employ 16,000 staffalmost a fifth of LG's global workforce.

"Our new European Design Center has been established to provide our design team with the optimum creative environment, which includes extensive libraries and leading technologies to aid in the design process. There are significant cultural and technical differences between Europe and other markets. As a result, for LG to grow its market presence in Europe it must invest in and be sensitive to the consumer's requirements, while responding to technical and cultural differences," said James Kim, president and CEO of LG Electronics Europe.

With assistance from Think London, LG chose London and the United Kingdom as its European hub due to the business and finance environment, as well as its global position. Michael Charlton, CEO at Think London, the foreign direct investment agency for London, said, "London has a long established reputation as a strong and innovative centre for design. More than half a million people in London work in the creative industries sector, making it the third largest sector of employment in the city. This combined with strong financial and business links makes it the ideal location for companies such as LG which are making long-term, significant investments in their design capabilities."

LG's design center in Milan has now been closed but it was confirmed that all staff at this facility were given the opportunity of similar positions at the new European center.

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