Design and produce a high-end B2C brand experience and innovative installation in Rockefeller Center to launch LG’s SIGNATURE.


LG Signature Gallery Event Rockefeller Center


As the LG SIGNATURE Gallery aligns with LG’s focus on the art and architecture of its new line of appliances, FIRST conceptualized and designed a larger-than-life, four-sided custom structure from LED panels, to represent the “ideal home.”

LG Signature Gallery Event


FIRST worked with LG to design and produce the video content projected onto the installation. The projection broadcasted live video footage of Rockefeller Center directly onto the sides, giving the illusion of transparency.

The interior was an interactive, modern gallery featuring LG SIGNATURE products and a confessional booth.

A star-studded opening night press launch with celebrity ambassadors Savion Glover, Dominique Crenn, Philip Lim, and Caio Fonseca, was followed by a week-long public showcase and a Today Show feature with Al Roker.

LG Signature Gallery Event Rockefeller Center Product Launch
LG Signature Gallery Product Launch Event New York


1,600+ Daily Visitors

7-Day Experience in Rockefeller Center

FIRST Took The Gallery On The Road To Santa Monica, CA

LG Signature Gallery Event Rockefeller Center Red Carpet