LG European Design Centre
Relocating from Milan to Covent Garden, London, the European Design Studio of LG is one of the most important design centres for the electronic goods company and houses a team of 20 dedicated industrial and interface designers, drawn from around Europe. They will design products for LG's entire range of consumer goods, including mobile handsets and devices, flat-screen TV's and audio systems, white-goods and other home electronics. The European Design Centre has been established to provide the design team with the optimum creative environment, which includes extensive libraries and leading technologies to aid in the design process. There are significant cultural and technical differences between Europe and other markets. As a result, for LG to grow its market presence in Europe it must invest in and be sensitive to the consumer's requirements, while responding to technical and cultural differences.