Unlike previous years, our mission was to present mainly home appliance products. This led us to create the LG Sustainable Village under the theme "Sustainable Life, Joy for All." This village offers highly energy-efficient solutions, embodying LG's warm brand image. Hence, we created a booth which makes sustainability more accessible and relatable to everyone, emphasizing that even small changes can yield significant benefits for individuals and the planet.

While the entire booth was designed to demonstrate LG's commitment to sustainability, we wanted to overcome the limitations of exhibitions that generate waste. To achieve this, we optimized the production process to make the exhibition inherently sustainable, focusing on reducing shipping and material usage, incorporating recycled plastic, and upcycling waste from the exhibition.

The project cost over 58 million euros, occupied a 3701.3m² space, and attracted 110K visitors over five days. The online campaign reached a total of 74.4K views.

The LG Sustainable Village wasn't just an exhibition; it embodied LG's human-centred innovation by fostering inclusivity. Engaging campaigns transformed everyday people into active participants in a better tomorrow.

Throughout the event, a tree-planting initiative directly translated visitor participation into real-world environmental impact. Beyond the exhibition, LG partnered with Berlin's LWB, a disability rehabilitation non-profit, to give used fabric and lanyards a new life as everyday items. These long-term, visitor-driven efforts extended LG's sustainability commitment, showcasing how LG technology empowers individuals and communities to live more sustainably. The initiatives resonated with families, eco-conscious consumers, and industry experts, solidifying LG's dedication to building a sustainable future together.

Inspired by nature's enchanting paths, we collaborated with artist Kwangho Lee to design the Sustainable Village. Fabric ceiling layers and filtering light are integrated with vibrant forest-floor-inspired flooring to create a warm, inviting space. This echoed LG's "warm technology & innovation" theme. We minimized material waste by keeping walls low and eliminating unnecessary structures. Sustainability was vital: recyclable mesh fabric and recycled plastic were used for walls, furniture, and event goods. This approach ensured the booth embodied LG's commitment to the planet.

A captivating digital campaign for LG's Sustainable Village garnered over 1.7 million impressions and 1.3 million viewers, igniting consumer interest in their sustainability efforts. (1.3 million views from Post exhibition campaign video & 7440K views from IFA 2023 exhibitions) This online buzz translated into real-world impact, attracting over 110,000 visitors to the innovative, sustainable exhibition. Reduced air cargo (52% decrease) and minimized booth structures (28% reduction) demonstrably lowered LG's environmental footprint. Upcycling initiatives (200kg exhibition waste, 1,800 laundry pouches from recycled fabric) further showcased their commitment. The exhibition not only sensitised consumers about sustainability (value for consumers) but also solidified LG's brand perception as a leader in eco-innovation (value added to the brand). By transforming exhibitions into platforms for positive change, LG goes beyond achieving KPIs; they inspire communities to embrace a more sustainable future.