LG Signature Kitchen Suite Booth

IA Interior Architects was honoured to work with LG Signature Kitchen Suite to design an immersive booth experience for The Interior Design Show. ​It was designed as an immersive outdoor kitchen that showcased LG’s innovative appliances and technology while staying true to their Farm to Table and True to Food branding. ​Our booth allowed SKS to target designers, media and influencers which was vital in successfully introducing their new brand to the market. We leaned into the "true to food" tagline and designed a booth focusing on sustainability and uniting people through a farm-to-table concept centered around food. As part of the execution, SKS hosted key audiences – including press, media, influencers and designers – at a series of curated experiences. These included live cooking demonstration and product launches with Canadian celebrity chef, Mark McEwan for media and influencers, to align with the show’s Media Preview and then later for the public. Designer-hosted cooking demonstrations for fellow designers were provided by Celebrity Chef Nick Liu.

Signature Kitchen Suite is a premium line of LG appliances that embraces a new generation of forward-thinking cooks, combining their passion for food with their appreciation for innovation. LG wanted to help introduce the SKS brand’s designer-led, chef-endorsed approach to kitchen appliances through an immersive pop-up booth design that would launch for the first time in the brand’s short history at The Interior Design Show in Toronto, and then be showcased at other venues throughout the year. The Interior Design Show (IDS) is Canada’s platform for contemporary, cutting-edge design. It is the country’s sole access point to the burgeoning interior design and architecture specification market. The Toronto show provides access to the A&D communities both in the fastest growing city in North America, and the East of the continent. To build awareness for Signature Kitchen Suite appliances with Canadian designers, architecture community, industry media and consumers, LG/SKS Canada wanted to showcase their unique product features though different experiential events during IDS 2024.

Aligning with the SKS brand philosophy, the design of the booth incorporated innovative thinking, purposeful design and leading-edge technologies. We leaned into the “True to Food” slogan and sustainability through our farm-to-table concept incorporating living walls, edible plants and sustainable materials throughout our reusable booth design. The booth was designed as an outdoor kitchen concept. The overhead trellis and hanging plants evoke an “outdoor” feel within the booth. Visitors are transported to a garden-like setting, creating a refreshing contrast to the indoor exhibition space. The use of a monochromatic design minimized distractions, allowing the focus to remain on the food, appliances, and digital experiences. Integrating herbs and edible plants onto the walls and kitchen island reinforced the Farm to Table concept and provided a great foreground to celebrity chef cooking demonstrations.

​The feature island served as the booth’s centerpiece, drawing people in. It provided a comfortable seating area, inviting visitors to linger and engage. The island’s positioning allowed the celebrity chef to face the audience during cooking demonstrations both sitting and standing. Visitors standing in the corridor outside the booth could also participate by sampling food, creating a dynamic experience. The U-shaped wall had multiple functions: It housed appliances that complemented the featured range, showcasing LG’s product diversity. Practical storage ensured a clutter-free booth. The wall served as a backdrop for the celebrity chef, enhancing the visual appeal. In summary, LG’s booth layout and design balanced aesthetics, functionality, and audience engagement, creating a buzz-worthy space that left a lasting impression. Overall, the booth successfully combined aesthetics, functionality, and brand messaging to create an engaging and memorable space for visitors.

We showcased LG’s innovative appliances while telling the True to Food story on the latest Transparent OLEDs, ultra-stretch displays, and interactive touch-screen experiences. The use of Transparent OLED glass displays allowed for views into the booth, while creating an intriguing visual experience by showing various food journeys. Our digital experiences brought real people’s stories and their food journeys to life. Our custom designed digital content effectively merged technology with aesthetics. Whether through interactive displays or video testimonials, this personalized experience highlighted the impact of LG appliances. Additional branding and dynamically fed event schedules were strategically placed on the outer sides, ensuring visibility and recognition from any angle.

Sustainability was not just a directive; it’s a core value for LG. Their dedication to environmental responsibility extends beyond product design. The booth’s integration of edible greens, transparent OLED screens, and efficient use of space reflects this commitment. LG’s goal was to design a booth that could be reused for other shows. This approach is cost-effective and environmentally friendly. We incorporated a DIRTT system (which allows for easily dismantling walls and millwork) ensuring flexibility and adaptability for future events. Sustainability isn’t limited to environmental impact. It also encompasses social and economic aspects. With its inclusive storytelling and interactive displays, our SKS booth creates a holistic experience that educates, engages, and inspires visitors.

​Our LG Signature Kitchen Suite pop-up booth delivered true positive results against our client’s five main objectives as follows:

1. Build Brand Awareness: The Signature Kitchen Suite brand speaks to innovation and design. Our booth reflected this with a design approach that integrated their farm-to-table concept right in the middle of the island. The greenery filled up-scale designed structures served a dual purpose for providing fresh food right at the point of preparation, as well as positioning Signature Kitchen Suite as an innovative, luxury brand. Our booth allowed LG to introduce the SKS brand to the ideal target audience, interact with prospective customers, answer their questions, and provide personalized experiences. 

2. Stand-out At IDS2024: The buzz created by hosting celebrity chef demonstrations in an outdoor concept cooking island was the perfect way to launch and demonstrate the innovative SKS appliance line. The audience at the IDS show was so drawn and interested in a company that leverages innovative design and immersive storytelling experiences to present their product offering. Our booth truly stood out and was recognized with a Gold IDS2024 Award for Best Booth Design, generating great PR, social, and industry awareness.

3. Lead Generation: QR codes next to appliance descriptions, linked to trackable landing pages allowing visitors to view more detail about products they were interested in. Small wireless touch screens at the booth contained contest entries with lead capture forms that further enticed visitors to provide their information for post-event follow up. 

4. Create Brand & Customer Engagement: The traffic from the live cooking demonstrations within the immersive design of our booth led to one of the highest traffic destinations at the show, often creating crowds that spilled out the surrounding aisles of the convention floor. Sales staff were constantly surrounded by prospects, and able to engage and grow their lead generation funnel. When salespeople were not available, there were self-serve ways in which customers could engage with the products and connect with LG.

5. Provide Educational Content: The celebrity chef cooking demonstrations provided live education on how to use the appliances for gourmet quality food preparations. Our digital experiences provided ample product information, brand communications, and helped introduce, inspire and connect visitors with LG Signature Kitchen Suite.