LG Signature takes inspiration from the Sydney Dance Company | Marketing

LG Electronics’ premium luxury brand LG Signature aims to give Australia’s leading contemporary dance company a boost through a new partnership with Sydney Dance Company.

While financial terms have not been disclosed, the partnership will have a marketing element as LG Signature’s more sophisticated product line will be presented in accordance with its brand philosophy of “Art inspires technology, technology complements technology. ‘art’.

As part of LG’s sponsorship, new local content will be developed and broadcast on a number of channels in 2022, allowing viewers to connect with the Australian dance community and showcase the incredible skills and techniques used by dancers from the Sydney Dance Company.

In launching the deal, LG released a series of incredible photos of dancers to inspire anticipation of what’s to come.

Credit: Cinco Don Arnold, Getty Images

Credit: Sydney Dance Company

Credit: Rafael Bonachela


Led by artistic director Rafael Bonachela, the Sydney Dance Company has earned a reputation as one of the most powerful contemporary dance forces in the world. But like many performing arts organizations around the world, the pandemic has brought immense challenges requiring more support than ever before.

“I am delighted, Bonachela said of the new partnership. LG Signature epitomizes innovation and elegance, which is a perfect fit for the Sydney Dance Company as we constantly strive to inspire, move and uplift audiences. “

Another part of the collaboration is to support the widely accessible dance lessons of dancers from the Sydney Dance Company. Australians will have the opportunity to win a chance to participate in home classes with company teachers, actively connecting consumers with the arts.

By supporting one of Australia’s largest line dance programs, attracting over 100,000 people per year, the goal is to create a stronger base for artists and dancers today and to build for the future.

Credit: Daniel Boud

Credit: Daniel Boud

Credit: Daniel Boud


Gemma Lemieux, Marketing Director of LG Electronics Australia, said: “As a brand that firmly believes in making great cultural experiences accessible to discerning consumers, we are delighted to be working with the Sydney Dance Company to present unique experiences. and fascinating to dance lovers. I look forward to working closely with the Sydney Dance Company to collaborate on projects that share our mutual commitment to excellence and inspire those around us, as well as supporting the Australian arts and culture industry.

LG Signature supports other cultural institutions around the world, including the American Ballet Theater and more recent projects with the Pushkin State Museum of Fine Arts.

The brand’s premium product line in Australia includes a premium wine cellar, a ‘double wash’ washing machine, a modern InstaView refrigerator with window and door in the door, and a futuristic Oled 8K TV.

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