LG Styler Roadshow 2025
THE CHALLENGE
DisplayWise was appointed by long-term partner Scentre Group as the preferred custom stand builder for LG Styler, showcased across Westfield Southland, Bondi Junction, and Chatswood. The activation celebrated the launch of LG’s new 5 Garment TrueSteam™ Styler, featuring a built-in Handy Steamer that helps reduce wrinkles and allergens.
The challenges involved with this unique brand activation included:
• Managing logistics and designing the build in transportable sections to allow for easy installation across multiple locations in VIC and NSW.
• Designing and constructing a boutique-inspired 5x3m pop-up to mirror the feeling of a luxury dry cleaner, featuring soft lighting, minimalist garment rails, and LG Stylers on display.
• Addressing space constraints, as well as meeting security and safety protocols specific to the Westfield retail environment.
• Creating a luxury wardrobe-inspired setup with open shelving units backlit with LED lighting to highlight garments and enhance visual appeal.
As a nod to sustainability and premium service, each visitor received a custom LG clothing tag—the kind you’d find on a freshly cleaned shirt, but made from recycled plastic. This thoughtful detail created a collectible, premium touchpoint that reinforced LG’s commitment to innovation and conscious design.
CLIENT | SCENTRE GROUP |
|---|---|
SERVICE | BRAND ACTIVATION |
LOCATION | WESTFIELD CHATSWOOD, BONDI JUNCTION, SOUTHLAND |
DATE | OCTOBER 2025 |
THE SOLUTION
DisplayWise delivered a premium, practical, and transportable solution to meet the project’s unique challenges. The custom-built walk-in wardrobe display was designed to hero LG’s DUAL TrueSteam™ technology, which keeps garments fresh, neat, and free from odours and wrinkles.
Key elements included:
- Custom wardrobe design, DisplayWise created a walk-in robe–inspired structure featuring hanging rods, robe-style drawers and open shelving.
- Created a boutique-style pop-up featuring soft lighting, minimalist garment rails, and LG Stylers on display, with staff in embroidered “LG
- Wardrobe Concierge” uniforms, allowing customers to have garments gently steamed in the Styler units for an immediate visual of freshness and care.
- Installed LED backlighting within shelving and hanging spaces to elevate product presentation and visual appeal.
- Built custom herringbone timber cavities to securely house and showcase three LG Styler steaming machines within the compact 5x3m display.
- Engineered the build in sections to ensure seamless modular transport and installation from VIC to NSW.
- Designed and installed in accordance with Westfield’s strict space.
- Combined functional design with high-end herringbone timber materials and finishes to reflect LG’s innovative and sophisticated brand image.
THE RESULT
The activation successfully brought LG’s innovative TrueSteam™ technology to life, generating strong engagement and brand awareness across all three Westfield centres.
By recreating the atmosphere of a luxury dry cleaner in a retail setting, the experience highlighted how the LG Styler redefines garment care, offering the precision, protection, and personalisation of professional cleaning, with the comfort, control, and sustainability of at-home convenience.
What once meant dropping your clothes off and hoping for the best now means simply pressing a button in your living room.
The premium walk-in wardrobe display not only captured attention but also effectively demonstrated the Styler’s functionality in a relatable, lifestyle-focused setting styled with clothing, toys, doona covers and cushions.
DisplayWise’s modular design enabled efficient transport and seamless installation across multiple locations, minimising downtime while maintaining high build quality throughout the tour. The activation successfully brought the premium feel of a luxury dry cleaner into a retail space, combining the polish of a boutique environment with the tech-forward innovation of LG Styler.
The sophisticated herringbone timber finish and integrated LED lighting created a high-end retail aesthetic consistent with LG’s brand image, resulting in an activation that elevated both brand perception and consumer interaction within the busy retail environment, across Westfield Southland, Bondi Junction, and Chatswood.
LG were also thrilled with the results. What would ordinarily be significant buying decision turned into direct sales with a number of LG Stylers being sold across the activation period. This outcome underscored how seamlessly the activation translated premium brand engagement into real purchase behaviour.
“It is exciting to see how LG highlights innovation through experiences that genuinely connect with customers. This activation turned a premium appliance into a lifestyle moment, all within an environment designed to capture the right customer mindset. ”
CELIA DOYLE
SENIOR SOLUTIONS MANAGER AT BRANDSPACE
Inspired from the LG Styler Roadshow experience?