For the LG SIGNATURE brand launch, FIRST partnered with HS Ad USA to design and produce a high-end B2C experience and innovative installation in Rockefeller Center.
The LG SIGNATURE Gallery aligns with LG's focus on the art and architecture of its new line of appliances. The installation featured a 53’ long x 17’ wide by 16’ tall four-sided structure, completely built of LED panels, and included cameras that broadcast live content in Rockefeller Center to create the illusion of transparency. The interior was a modern gallery that featured new LG Signature products, designed for visitors to explore and interact, and a confessional booth through which visitors could post live content using the hashtag #whatsyoursignature. Highlights included mini-events focused on fashion, art and food, all aligned with SIGNATURE appliances. The experience also included presentations by celebrity ambassadors Savion Glover, Dominique Crenn, Philip Lim, and Caio Fonseca, and a Today Show feature with Al Roker. To the surprise and delight of visitors, artists throughout the experience created hand-drawn visitor portraits on LG G Pad 2 10.1 tablet. After its success in NYC, FIRST took the Gallery on the road to Santa Monica.