LG launched its premium brand, LG SIGNATURE, to European customers via an art exhibition at IFA 2016, Berlin. Titled "The Art of Essence," the gallery represented LG SIGNATURE’s design philosophy and the products’ core essence of sophistication and class. To introduce the brand in a unique and artistic way, LG partnered with accomplished artists and architects who told the brand story in an interesting style. Architect Soo-in Yang applied the refined and elegant esthetics of the products to the exterior design. Jason Bruges Studio highlighted the unique features of the product by using metaphors from nature: stars, ice, rain and moon.