LG Electronics Announces Partnership With Designer Nate Berkus
The interior designer Nate Berkus has signed on as an artistic advisor to LG Electronics, the company announced this week at the 2014 International CES convention in Las Vegas.
Berkus, who is best known as a frequent guest of Oprah Winfrey’s and for his signature line of products at Target stores, will advise the design team behind LG Studio, the electronics company’s premium line of kitchen appliances.
David VanderWaal, director of home appliance brand marketing for LG Electronics USA, said in an interview on the convention floor on Wednesday that Berkus had signed on for a two-year commitment.
“We were looking for ways to differentiate our Studio line based on what the U.S. consumer wants,” VanderWaal said. “And although the product research was done, we really wanted Studio to be a forward-looking trendsetter in kitchen design, and Nate, of course, represented all of that.
“Rather than reach out to a chef,” he added, “we felt that reaching out to a true industrial designer would be more relevant to the way we can differentiate Studio not only from the competition but also from our core line, which is a premium line as well.
Berkus appeared with LG officials on Monday at CES, formerly the International Consumer Electronics Show.
“LG came to me because they share my deep commitment to living with what is well thought out and well designed, without sacrificing personality,” he said. “Together we want to introduce products that will anchor the heart of the home, which is always the kitchen, as well as enhance the ease and style of how people live there."
On the show floor this week, LG is showing off versions of its Studio line of appliances designed without Berkus’s input. They include large-capacity refrigerator-freezers, ranges, ovens and dishwashers, fashioned with stainless steel and, in some instances, LCD touch-screen control panels. VanderWaal said Berkus’s influence is likely to be reflected in newer appliances that are expected to hit the market late this year or in 2015.