More than just a technology showcase, this special event attracted thousands of visitors thanks to its emotional approach: evoking memories, connecting generations and opening up dialogue between the past, present and future.
LG is more than just an appliance, it's a witness to family memories
In more than three decades of presence in Vietnam, LG is not simply a technology brand. For many people, LG has become a part of their memories, a "witness" to countless ordinary but precious moments in their family.
The antenna TVs used to make the whole neighborhood excited to gather for big football matches. The first LG refrigerators were where mom’s Tet dishes were kept. The first washing machine was bought with a month’s salary - a gift for mom after years of hard work washing by hand. And the first air conditioner was attached to the childhood of the 8X, 9X generation - quietly running throughout the hot summers.
LG appliances have become a precious part of family memories.
Those memories are not about features, power or technology. They come from the feeling of being cared for, of being connected, of living in quiet but profound care. LG has been present in millions of such moments - where technology is not separate from people, but is present and goes hand in hand as part of Vietnamese family happiness for decades.
LG 30 Years Art Exhibition: An Emotional Journey
"The Art-ffection" is unlike any other technology exhibition. Instead of displaying products in a dry way, the exhibition chooses to lead subtly with emotions and stories with the journey: "Touch - Empathize - Spread".
"Touch Open" opens up an emotional memory space - like a "childhood museum", where visitors can relive familiar moments that LG once had in their daily lives. Each "antenna" TV, refrigerator, air conditioner or washing machine becomes a "technological witness" that not only marks LG's development journey, but also symbolizes changes in the Vietnamese lifestyle.
The "Empathy" space is creatively simulated with a cool icy land.
From memory, the journey continues to open up the "Empathy" space - where contemporary and future technology is creatively simulated with a cool ice land, a floating water balloon kingdom or a wide open AI universe. Each space is a vivid slice simulating smart technologies developed from "empathy": air conditioners that can learn user habits, washing machines that analyze fabric materials or refrigerators that remind of appropriate preservation modes. Technology is no longer a tool, but a silent companion that takes care of each family member.
Explore the floating kingdom of water balloons
Closing the journey, "Spread" takes viewers into an inspiring space of light - where millions of self-illuminating pixels simulate LG's pioneering OLED technology. Each step creates a spreading circle of light, just like how LG technology connects emotions, inspires and spreads positive values to the community.
Inspiring "touch point" space on the Spreading journey
Many families have taken the time to visit the exhibition as a rare opportunity to connect generations. Ms. Nguyen Ha (Hai Ba Trung, Hanoi ) shared: "I was really surprised to see my 6-year-old son standing there fascinated watching the antenna TV. He asked: Mom, did you use this to watch cartoons in the past? The whole family had an interesting conversation, and my grandparents told me all kinds of old stories. This exhibition makes my whole family more connected in a very natural way."
Through the consistent message "Touch - Empathize - Spread", LG has cleverly emphasized the development philosophy that is not only based on technology, but also focuses on emotions and understanding of users. Looking to the future, LG will continue to preserve the most important thing: keeping the emotional connection with every Vietnamese family - with technology created from understanding, and with lasting affection for three decades.
Artistic exhibition space at "The Art-ffection by LG"
With sincere and emotional messages, the exhibition has attracted thousands of visitors after only two days of opening. Currently, "The Art-ffection by LG" is still open for free from 10am to 9pm every day, until August 3, 2025 at Vincom Center for Contemporary Art (B1-R3 floor, Royal City, 72A Nguyen Trai, Thanh Xuan, Hanoi).
Source: https://thanhnien.vn/trien-lam-lg-30-nam-chuyen-hanh-trinh-day-xuc-cam-khien-nguoi-xem-khong-roi-mat-185250801192848887.htm
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