LG Electronics will participate in Europe's largest home appliance exhibition, IFA 2025, showcasing the largest exhibition hall in history under the theme of more specific and practical artificial intelligence (AI) home. The company plans to unveil detailed AI home solutions centered around the upcoming launch of its AI home hub, LG ThinQ ON, this year.
LG Electronics will participate in IFA 2025, which will take place for five days in Berlin, Germany, starting on 5th (local time). This year, the company will introduce its theme titled "LG AI Appliances Orchestra" in an exhibition space of approximately 3,745 square meters, showcasing ▲ the "LG AI home" solution that customers can immediately utilize in real life and ▲ 25 new AI home appliances optimized for European lifestyles.
This year, the company is establishing the largest B2B customer consultation space, measuring approximately 1,762 square meters, targeting local distribution companies and B2B customers. It aims to showcase differentiated technologies, ranging from new AI appliances to core component solutions, to expand its influence in Europe, which is considered one of the world's largest premium home appliance markets alongside North America.
IFA is considered one of the world's three major electronics and IT exhibitions, alongside CES in the United States and MWC in Spain. Originating as a B2B electronics product exhibition in 1924, this year marks its 101st anniversary, solidifying its position as a representative global business event with over 1,800 global corporations and more than 110,000 participants annually.
◇"2025 is the year of commercialization for AI home"
Upon entering the LG Electronics exhibition hall, visitors are greeted by an area expressing "LG AI home" likened to an orchestra performance. A media wall measuring 20 meters in width serves as the backdrop, featuring a total of 21 AI appliances arranged like an orchestra stage, and combines media art in which various appliances are interconnected under the conduction of LG ThinQ ON, portraying the 'LG AI home' that upgrades customers' daily lives.
Inside the exhibition hall's 'AI home solution zone,' various lifestyle backgrounds will present AI home experiences that customers can realize in their daily lives. In everyday situations like cooking, relaxing, and camping, LG ThinQ ON controls home appliances and IoT devices. Additionally, the company will showcase services such as 'ThinQ Up,' which continuously upgrades existing appliances with new AI functions, and 'ThinQ Care,' which allows easy management of product conditions like malfunctions and abnormal signs.
When a user enters the kitchen and says, "Please recommend a menu with balanced nutrition," LG ThinQ ON will search and suggest recipes, while automatically preparing necessary devices such as preheating the oven. Then, in the relaxation area, when the user asks, "Shall I take a break while cooking?" LG ThinQ ON recognizes the user through its voice recognition function and adjusts the home's lighting, temperature, and music accordingly.
The AI mobility space solution 'Schpilraum' allows the exploration of the expanded 'LG AI home' that connects home and mobility. Using LG ThinQ ON, users can preheat the wave oven in Schpilraum from within the home or check the home situation via the home cam in Schpilraum, allowing operation of the robot vacuum cleaner. Monitoring the energy usage status of both the home and vehicle is also possible.
◇A large number of AI appliances optimized for high electricity costs in Europe revealed
LG Electronics will unveil a significant number of new AI appliances optimized for European lifestyles. The 'Fit & Max Zone' emphasizes design and energy efficiency that fits perfectly in homes without wasting space, while connecting the 'AI Core Tech Zone' that introduces how core components implementing AI functions operate, allowing for a comprehensive view of LG's competitiveness in AI appliances, from product design to core component technology.
For instance, the washing machine in the 'Fit & Max Zone' reflects the characteristics of European residences by arranging the products in various configurations for installation in spaces such as kitchens, bathrooms, and dressing rooms, while the 'AI Core Tech Zone' uses a media wall to introduce the AI DD motor and AI functions together with a sample of the composite washing and drying machine 'Wash Combo' targeted for Europe.
The AI appliances newly introduced by LG Electronics in Europe this year are enhanced in energy efficiency, design, and convenience based on thorough research on the market and customers. First, considering the focus on energy efficiency, the energy consumption of key new products has been significantly improved to achieve the highest level of efficiency in the industry. In the case of refrigerators, insulation has been strengthened to reduce the need for compressor operation to maintain temperature, and AI optimizes the compressor operation according to usage patterns to reduce power consumption.
New products of vacuum cleaners will also be showcased. A built-in robotic vacuum cleaner, 'Hidden Station,' which features design that embodies hygiene, convenience, and blends with the space, along with two new models of cordless vacuum cleaners, will be exhibited.
Additionally, by placing 'Hidden Station' with kitchen appliances and installing it in the sink's baseboard, the design emphasizes that it seems as if there is no robotic vacuum cleaner in the house when not in use. The 'Object Station' also applies table design, making it invisible when installed in desired spaces such as bedrooms and living rooms.
Both products can not only vacuum dust and mop floors but also take care of washing and drying the used mop. They incorporate steam functionality on both the robotic vacuum cleaner body and the station for the first time in the world, enhancing cleaning performance and convenience in hygiene management.
Ryu Jae-cheol, president of the HS division at LG Electronics, said, "IFA 2025 will be a turning point for the European home appliance market as it is restructured with high-efficiency appliances and AI home solutions. We will present differentiated customer value with 'LG AI home' solutions that harmonize organically with customers' lives and products tailored specifically for European customers."