Shun Kawakami on the world of premium home appliances evolved into art | LG SIGNATURE

LG SIGNATURE

Shun Kawakami on the world of premium home appliances evolved into art

The National Art Center, Tokyo, designed by the late architect Kisho Kurokawa, boasts the largest floor area of any museum in Japan. Its undulating glass curtain wall captures soft natural light, bringing the surrounding greenery inside. It was within this inviting space (the 1st-floor entrance hall) that LG SIGNATURE in TOKYO took place. We explored the event for LG’s premium brand, LG SIGNATURE, born from the concept of “making appliances art,” with Shun Kawakami, an art director often involved in branding and visual identity for hotels and retail spaces.

Photographs by NAGAO MasashiText by TOMIYAMA Eizaburo

Next-Generation Products Beyond Mere Convenience

“This refrigerator is really impressive. It has a kitchen-like atmosphere and a sense of gravitas. Actually, my wife is a food director and stylist, and she’s been looking for a functional refrigerator that’s also photogenic. The handle-less, minimalist design, and the substantial feel when opening and closing it—it reminds me of how luxury car manufacturers focus on the feel and sound of their doors.”

He was immediately drawn to the “LG SIGNATURE InstaView™ Door-in-Door® Refrigerator” located near the entrance. This is a large-capacity model with a 439-liter refrigerator compartment and a 237-liter freezer. The right door features a glass panel; a light illuminates the interior when you knock twice, a clever gimmick. Additionally, a foot sensor automatically opens the refrigerator’s right door.

“Ideally, if you live in a city, you don’t need a large refrigerator. Not only are there supermarkets nearby, but you can also have items delivered the same day or the next day by ordering. However, things like direct-from-farm produce or organic items don’t arrive the day after you order. That’s a surprising oversight, and people who are particular about ingredients actually need a large refrigerator.”

We are moving into an era where even physical goods are becoming cloud-based, and ownership is becoming less important. While this declutters our living spaces, it also means that how we allocate our space now reflects our identity and lifestyle.

“We’ve pursued comfortable living, but in urban areas, we’ve already surpassed a certain standard. At that point, it becomes a matter of priority—what do we choose to value in life? The LG SIGNATURE product lineup, in particular, is meticulously crafted down to the finest details, moving beyond mere ‘convenience’ to the next stage. You can sense a distinct taste and preference. The washing machine also has a gadget-like feel, making the act of washing seem enjoyable.”

The “LG DUALWash™” features a unique design with a compact mini-washer (2kg capacity) in a pull-out drawer beneath the main washer-dryer (11kg capacity). This allows for various uses, such as separating and washing colors that might bleed or a baby’s clothes.

Physical Strength Within Minimalism

“I travel abroad frequently for work, and most TVs in airports and hotels are LG. Personally, I’ve always had the impression that LG is a manufacturer that embraces the aesthetic of subtraction, for example, by making their logos less prominent. With LG SIGNATURE, they’ve taken this further, pursuing a monochrome, minimalist design to the extreme. Moreover, the products possess a physical robustness. This is akin to the modernism considered by Kisho Kurokawa’s generation, who designed this museum. Or perhaps Dieter Rams’ work for Braun.”

The humidifier and air purifier, which is not released in Japan, has a rounded, contemporary form. However, all other products feature sharp, hard-edged designs without rounded corners. In an era where everything is becoming lighter, these forms deliberately go against the grain.

“I appreciate that the products don’t pander to the customer. As a premium line, they’ve clearly defined a persona and targeted a specific audience.

The logo typography is also well-coordinated. The exhibition featured images of the products set against architectural backdrops, treating them like sculptures. This suggests a desire for users to incorporate them into their homes as pieces of art. In this approach, and in its overall expression, it feels like a return to the good old days.”

Finally, we asked Kawakami about his criteria for choosing home appliances.

“Given my profession, I inevitably start with the design. I want the view from my favorite sofa to be beautiful. In other words, it’s important that a product looks good as a visual element in the room. I also tend to choose items with minimal color. Otherwise, they can clash with any decorative objects I might want to place. And then there’s the texture of the materials. In that sense, I’d want to buy the entire LG SIGNATURE line. Arranging these would create a truly satisfying space.”