For the first time this year, LG Electronic's premium brand, LG SIGNATURE, was the main sponsor of the Rheingau Music Festival, which successfully held its 34th edition despite the pandemic.
Held from June 26 to September 5, 2021 at 22 venues throughout Germany's greater Rhine-Main region, more than 190 live concerts were scheduled. Attendees were also able to experience LG SIGNATURE’s products, which were on display at some venues.
Following the summer festival, LG’s digital campaign is now in collaboration with VC Artist Bomsori Kim and pianist Khatia Buniatishvili. They are selected for their musical embodiment of LG’s brand philosophy.
Operating under the motto “Art inspires technology, technology perfects art,” LG has combined the two mediums for many years.
As the 2021 artist-in-residence of Rheingau Music Festival, Buniatishvili is described by LG as having a passion for aesthetics, precision, and perfection. “LG shares my passion, my joy in art,” she said. “I especially love the minimalist — nothing obscures the essentials.”
As the other chosen artist, Kim also guest performed at the festival alongside VC Artist cellist Pablo Ferrández. In one performance, Kim played with Camerata Salzburg in a rendition of Mozart’s third violin concerto.
During the festival, the LG SIGNATURE 8K OLED TV 88Z1, the roll-out LG SIGNATURE OLED R, and the LG SIGNATURE LSR200W wine cooler — in line with the venues and local wine tasting — were the focus of the campaign with both Kim and Buniatishvili.
“The Rheingau Music Festival was a fantastic stage to make the LG SIGNATURE brand tangible in the concert venues,” explains Caroline Funk, Head of Communications at LG Electronics.
“We are very happy to work with them,” Funk continued. “With their excellent game and their passion for perfection and precision, they embody exactly what LG SIGNATURE is all about.”
“I am proud to have been this year's Focus Artist of the Rheingau Musik Festival,” stated Kim. “It was great to share my passion for playing the violin with the audience in several concerts. For me, each performance meant absolute perfection and attention to detail.
“Art and technology don't have to be opposites — it's all about passion, in absolutely every detail,” she added. “I also recognize this passion and the pursuit of perfection at LG SIGNATURE, be it in the minimalist design or in the innovative technology.”