LG UNVEILS A VIDEO DEMONSTRATING “LIFE IS A SERIES OF KNOCKS”

LG Electronics (LG) is releasing a heartwarming video highlighting the knock-on feature of the InstaView Door-in-Door™ refrigerator before the major global roll out. The video (link: https://www.youtube.com/watch?v=eaoyfAKnkAo ) depicts a “knock” as the link between communication and everyday life events. Through the touching story of a father and a daughter, it is understood that each moment in life is connected with a “knock”. By highlighting the memorable moments in life from a daughter’s birth to her becoming an adult, the video accentuates the InstaView’s extraordinary knock-on feature.

After extensive consumer research, LG incorporated this “knock” into the InstaView Door-in-Door™ refrigerator. The research found that consumers opened their refrigerator door an average of 79 times per day1, causing a waste of cold air and energy. As a result, there were a higher number of users forgetting to close the door, despite 56 percent stating that they disliked it when the refrigerator was left open2. In order to resolve this consumer pain point, the company implemented the innovative knock-on feature. By knocking twice on the glass of the InstaView Door-in-Door™, users could see inside the refrigerator without opening the door.

LG’s InstaView Door-in-Door™ is equipped with a sleek glass panel, illuminating the interior when the panel is knocked on twice and enabling users to see what is inside without opening the door. Meanwhile, the spacious Door-in-Door™ compartment allows users to easily store frequently accessed snacks and beverages. This helps reduce cold air loss by up to 41 percent3 and keeps the food fresher for longer.

The InstaView Door-in-Door™ refrigerator is evidence of LG’s endeavors to improve the lives of its consumers. After all, eliminating the need to open the appliance door is an innovation that is expected to create a new refrigerator culture. Now, all users have to do is simply knock to view the contents inside. It removes the extra step of having to open and close the door to check what is in the refrigerator, offering users with greater convenience. In addition, by drastically reducing the number of times it is opened, the InstaView eliminates the need to worry about forgetting to close the refrigerator door.

“This video illustrates a “knock” as a medium that connects the moments in people’s lives,” said Song Dae-hyun, president of LG Electronics Home Appliance & Air Solution Company. “With the groundbreaking knock-on feature, LG’s InstaView will bring never before experienced convenience and entertainment into the everyday lives of its consumers as it becomes a new paradigm for refrigerators to come.”