At the 'Lifezip' exhibition held at COEX in Samseong-dong, Seoul, visitors were greeted by rooms decorated with distinct themes. From vibrant artworks and lush plants to cozy rooms filled with charming decor, and workspaces equipped with instruments, speakers, and lighting, the exhibition featured five themes: 'Rest, Creation, Relationships, Collection, and Exploration.' The spaces felt like a personal home, inviting guests to explore.
Attendees moved seamlessly from room to room, admiring how furniture and decor complemented each other, often pausing to take photos in their favorite spaces. The 'Exploration House' was designed like a personal workspace, complete with a wooden desk, keyboard, plants, and walls adorned with photos and posters, reflecting an individual's unique taste. Touring the exhibition felt akin to visiting someone's home to admire their interior design and personal style.
The event, titled '2026 House Archive: Home Digging Fair,' is LG Electronics' first standalone home lifestyle fair under the Lifezip community. Running from August 13 for four days, the fair attracted approximately 3,000 visitors on its opening day, with LG Electronics anticipating around 13,000 attendees throughout the event.
The 670-pyeong exhibition space was divided into five 'houses' representing the themes: 'Rest House' for creating personal routines, 'Creation House' where work and play blend, 'Relationship House' for social gatherings, 'Collection House' for favorite items, and 'Exploration House' connecting with nature. This reinterprets the concept of a home beyond just a place to sleep, encompassing spaces for relaxation, creativity, socializing, and discovering new hobbies.
As visitors moved through the exhibition, the eclectic tastes of home enthusiasts captured attention. Tables filled with ceramics, art prints, stationery, plants, and crafts showcased the diversity of items. About 70 brands participated, with over 30 Lifezip members selling items they created or collected at table markets. LG Electronics aimed to create an event where users, who have been active in the online community, could also participate as content creators offline.
In addition to visual displays, interactive experiences were available throughout the venue. The 'Rest House' offered experiences with scents, tea, and sleep, along with a meditation space. Many attendees were seen sitting on cushions, participating in meditation programs. There was also a space to try out massage devices for body posture and shape management.
Notably, LG Electronics' products were subtly integrated into the exhibition rather than prominently displayed. Unlike typical appliance shows where products are lined up for demonstration, LG's offerings were naturally placed throughout the venue.
A prime example is the 'LG Tiun Mini,' a plant-based home appliance positioned among yellow flowers and green plants, emphasizing the lifestyle of nurturing plants at home. Other products, such as the portable lifestyle screen 'LG StanbyME2 Max,' wireless speaker 'LG Xboom 360,' and table-type air purifier 'LG PuriCare AeroFurniture,' were showcased in environments resembling real living spaces. This approach allowed visitors to discover products organically while exploring tastefully decorated homes.
This strategy aligns with how LG Electronics engages customers through Lifezip. Instead of showcasing appliances first and encouraging purchases, the focus is on understanding what people want to do at home, their preferred spaces, and how they relax and enjoy life.
At the heart of this initiative is the Lifezip community. Launched in 2022 with 450 members, Lifezip has grown to 1.1 million members and approximately 300,000 monthly active users, sharing various home activities like cooking, interior design, gardening, and pet care.
Home enthusiasts who initially connected online are now transitioning to offline interactions. LG Electronics opened its first pop-up store, 'Lifezip Housewarming,' in Seongsu-dong, Seoul, in 2024, followed by participation in the Seoul Living Design Fair last year. This year, the fair has expanded to more than double the size of the previous pop-up store, creating a community where users who shared their tastes online can now participate as sellers, while other members explore and purchase their creations in a physical space.
Jae-woong Jeong, head of LG Electronics' Customer Value Innovation Division, stated, "Lifezip is expanding customer touchpoints through various offline activities, from online communities to pop-up stores and this fair. We will continue to create a differentiated customer experience while building a new home lifestyle culture with our customers."
* This article has been translated by AI.
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