03 February 2010

LG Launches 'Conceptualife' Kitchen Design Competition

AME Info

LG Electronics (LG), the world's leading innovator of home appliances, will hold the Grand Finale of its inaugural kitchen design competition on February 15th at the Zayed University Auditorium, Dubai.

Entitled "Conceptualife," the competition gives young and upcoming designers a chance to unleash their creativity and present their vision for the future of kitchen design and appliances.

The three-month hunt, that saw universities from around the region register and submit their innovative and futuristic creations, will conclude next month with twelve shortlisted finalists from South Africa, Iran, KSA and the UAE battling it out for top prizes.

Mr Ki Wan Kim, CEO of LG Electronics Middle East & Africa Company stated: "We want to tap into the youngest and brightest minds across the region and offer them the opportunity to show off their skills to the greater public. This competition will provide us with invaluable insight into where the next generation of consumers perceive product designs and features to be heading."

On the day, the twelve participants will be required to present their designs to a panel of four judges and explain their creative thought process and vision for the kitchen. Contestants will be judged according to five main pillars; uniqueness of design in terms of layout and individuality from current kitchen designs available; use of innovative kitchen appliances, their features and functionality; use of space, storage, areas and worktops; environmental solutions including the use of recycled material and durability and finally; practicality of the overall design. All these factors will weigh in on the judges decision as they look at the realities of bringing the ideas to market.

Joining the LG judging panel will be Penny McCormick, editor of leading UAE home furnishing publication, Emirates Home and interior design aficionado, June Hawkins. Emirates Home will be the competition's official media partner; with Penny bringing a wealth of experience as well as insight into design trends like ironing centers and what to expect from kitchen designs of the future. Her expertise in identifying and fostering new talent means that uniqueness and individuality will be highly valued throughout the judging process.

In addition, interior designer June Hawkins' lifelong passion and success in all things interior will be an excellent addition to the judging table. Bringing not only a unique perspective on what clients want and use, her eye for detail will mean that contestants will not only be judged on creativity but their business sense too.

Mr Ki Wan Kim, CEO of LG Electronics Middle East & Africa Company added: "The level of entries that we have received so far has been outstanding. The judges are going to have a tough time choosing between the highly creative kitchen solutions and the effortlessly practical options. We look forward to celebrating our contestant's innovations and awarding prizes for their hard work."

The total number of participants in the Grand Finale will be twelve, made up of two university candidates from KSA, four from Iran, two from South Africa and four candidates from the UAE.

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