Opened: May 2011
The buzz: It’s LG’s first showroom in Asia, and it’s inside the latest contender for Singapore’s most opulent shopping destination. What’s not to like? (Yeah, yeah, the canals and gondolas. We know.)
The vibe: Cyber-minimalist. It’s about half the size of a football field, but it’s white and glaring all round with splashes of black and red from the products and sparse furnishing. It’s pretty “hands-free” too; you can linger for a good 15 minutes and no one even approaches you. When you’re ready though, there are leaflets and brochures at every section, and three or more assistants on standby—more than enough for the trickle of walk-ins they receive at any one time. And the touchscreen directory by the door means you’ll never get lost.
The goods: The various stations (there are four in all, including sections for handphone and kitchen displays) change on a seasonal basis. At the moment, the focus is on the 3D experience. If you’re into that sort of thing, check out their cinema setup, which comes complete with vertical 3D sound, a dual subwoofer and a cinema dome effect.
Why you should come here: The seasonal rotation is quite cool, but frankly there’s nothing particularly special about the experiential aspect of the store—you’re probably better off popping into the electronics section of a regular department store, for a better variety from the brand and displays that let you fiddle with the knobs just as well. If you’re a fan of LG, you’ll appreciate that they show you the latest products but that’s about it.