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LG create stunning installation for 'The Art of Essence' at Esquire Townhouse


“The LG SIGNATURE collaboration with Esquire Townhouse was seen as an example of global best practice for the company. Throughout every touchpoint, the premium nature of the LG SIGNATURE products were showcased and presented to the Esquire audience in a credible and relevant manner.”
Carolyn Anderson, Team Leader, LGEUN Trade Marketing Team

LG Signature


Working closely with Hearst, LG created a stunning installation that reached a new breed of elite consumer with the message that the LG SIGNATURE range of home appliances and electronics embodies a craft and quality that’s missing from the rest of the market.

The activity delivered on the challenge to reach this very specific audience, dubbed ‘the sensible rich’, while demonstrating the quality of the products, by creating a partnership with The Esquire Townhouse experience. In its second year, The Esquire Townhouse brings to life the Esquire brand over four days, creating London’s most exclusive pop-up members’ club.

Esquire Townhouse

LG’s ambition was realised by commissioning Patrick Grant, the highly acclaimed British fashion designer, to create a bespoke installation and curate its surroundings to showcase how LG’s forward-thinking technologies can make the home of the future a reality.

To reinforce LG’s brand presence and LG product visibility, screens were used in all Esquire Townhouse talks and masterclasses, allowing attendees to connect with the range and experience the craftsmanship of each product, while reinforcing the LG SIGNATURE brand messaging ‘The Art of Essence’.

LG built on this by hosting an influencer breakfast at The Esquire Townhouse with Patrick Grant, and additional LG SIGNATURE product placement was installed around the house, including set build for all talks.

The creative approach to promoting the live experience was striking. In the lead up to the opening of The Esquire Townhouse, Hearst promoted the partnership via a DPS in Esquire’s October 2017 issue, and within its Big Black Book. Esquire also launched a campaign to promote the Townhouse and the LG partnership via online articles, newsletters, display and social featuring LG SIGNATURE branding.


  • Brand visibility to over 2,500 AB consumers across four days
  • 355m reach
  • 1,800 social media posts, 19 million total social reach
  • 44,000 Instagram likes and comments