LG signature plays 'hide and seek' with company molteni&C

LG signature’s short film ‘hide and seek’ reveals a magic world

Ready or not, here it comes: for Milano Design Week 2022, LG SIGNATURE, the premium appliance brand of LG Electronics, presents the short film Hide and Seek. Envisioned by Francesca Molteni and produced by Muse Factory of Projects, the picture seals the partnership between LG SIGNATURE and Molteni&C as both seek for stylish design, natural elegance and precision of fine craftsmanship. Without hesitating to explore new techniques, the quality and value of their refined contemporary creations only gets better. 

LG Electronics presents the short film Hide and Seek by Francesca Molteni

Written and produced by Muse for LG SIGNATURE, Hide and Seek immerses viewers in a magical, joyful and playful world. The film portrays the discovery of a new planet, into which brother and sister Vicky and Marty lead the viewer by the hand. They enter a real space, a design setting, a world of apparently inanimate objects, and then lose their way, spellbound, captured by the marvelous arrival of new, unexpected friends.            

the children play hide and seek, chasing each other and getting lost when gradually the new LG SIGNATURE collection becomes the protagonist of the story

panels light up, drawers open up and tv’s roll up out of nowhere

As the title hints, the children play hide and seek, chasing each other and getting lost when gradually the new LG SIGNATURE collection becomes the protagonist of the story. The technology of the company’s products seem to be activated by magic, lighting up panels, automatically opening doors and drawers, and unfurling the glory of an roll-up TV screen right before their eyes. The magic of the high-tech systems shows the siblings how human it can be, adapting to their needs in a functional and stimulating way. At the same time, creativity becomes a tool to imagine a different future, also in domestic spaces.

LG technology seems to be activated by magic, lighting up panels, automatically opening doors and drawers

LG SIGNATURE reveals the automated glory of the products

The set is the Molteni&C showroom, immersed in darkness. The light turns on and the spaces become visible, room after room. The LG SIGNATURE products are in their places: Rollable OLED TV, OLED 8K TV, the refrigerator, the wine unit, the washer/dryer and the air purifier. They are introduced one by one, just like the actors in a performance.

the magic of technology shows the children how human it can be, adapting to their needs in a functional and stimulating way

without hesitating to explore new techniques, LG’s quality and value of their contemporary creations only gets better

the majesty of a roll-up TV screen appears right before the children’s eyes

In collaboration with LG SIGNATURE

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LG SIGNATURE ROLLABLE OLED TV is the world’s first roll-up TV: a product that revolutionizes home entertainment and reformulates space through its ability to unroll and roll back up at the simple touch of a button.

The LG SIGNATURE InstaView refrigerator offers high energy efficiency and quiet operation featuring adjustable shelves, doors, drawers and temperature offering efficiency and optimal control.Integrated is also the LG SIGNATURE wine cellar with tinted glass, providing ideal conservation conditions for lovers of fine wine.

The LG SIGNATURE air purifier makes spaces fresh and hygienic, thanks to the ability to filter powders, to remove odors and to humidify spaces as the air quality can be constantly monitored using a simple interface with chromatic indicators, from red to green.

The TWINWash washer/dryer permits washing of two batches at the same time. Moreover, its Autodosing system automatically sets detergent and softener doses from a special reservoir on the basis of pre-set programs.

project info:

name: Hide and Seek

brand: LG SIGNATURE – LG electronics

art direction: Francesca Molteni /@francescamuse

directed by: Mattia Colombo and Davide Fois

editing: Veronica Scotti

original music: Luca Fois

producer: Claudia Adragna

created by: Muse Factory of Projects /@musefactoryofprojects

year: 2022

in collaboration with LG SIGNATURE