LG SIGNATURE and Sydney Dance Company celebrate second year of partnership with flash mob at iconic Sydney location

LG SIGNATURE, the premium brand across multiple product categories from global innovator LG Electronics, has announced the renewal of its partnership with Australia’s leading contemporary dance company, Sydney Dance Company. As presenting partner for Sydney Dance Company’s 2022 ab [intra] and Resound Sydney seasons, the second-year partnership will see both brands continue to integrate the synergies between technology and art, in line with the LG SIGNATURE core philosophy: Art Inspires Technology, Technology Completes Art.

To celebrate the partnership renewal, LG SIGNATURE and Sydney Dance Company today surprised Sydneysiders with a flash mob to demonstrate contemporary dance as an artform and highlight that dance can emerge from anywhere. During the morning commute on the Sydney Light Rail CBD line to Circular Quay, members of the Sydney Dance Company Classes community will emerge at the iconic Sydney location to treat commuters to a dance performance in the most unlikely of places.

In a bid to actively inspire, move and engage Australians with unique experiences, LG SIGNATURE are inviting consumers to learn more about the partnership and register their details via the website for an opportunity to win premium LG products. As a reflection of the brand’s core philosophy around demonstrating joyous experiences through art, creativity and connection, the coming months will see LG SIGNATURE deepen its work with Sydney Dance Company towards their core purpose of continuing to be Australia’s leading contemporary dance organisation, evolving contemporary dance as an artform; and enabling more people to benefit from watching and participating in it.

Gemma Lemieux, Marketing Director, LG Electronics Australia commented on the renewed partnership:

In our first year, together with Sydney Dance Company, we have demonstrated how technology and art can fuse together to not only help support the arts and culture industry, but also collaborate and combine both company’s strengths to achieve a unified purpose of redefining experiences and connection for Australians.

LG SIGNATURE is passionate about fuelling the industry with creativity and new experiences together with Sydney Dance Company. In our second year, we both wanted to continue to push boundaries, deepen the connection between the two brands and find a way to genuinely support emerging talent within our community. Today’s impromptu celebration of dance as an artform was an example of our commitment to this.

Sydney Dance Company’s Artistic Director, Rafael Bonachela said of the renewed partnership:

I am thrilled to announce that LG SIGNATURE will continue in their role as a major partner of Sydney Dance Company for a second year. LG SIGNATURE is a brand that encapsulates innovation, creativity and elegance, a perfect fit for Sydney Dance Company as we constantly strive to inspire, move and uplift audiences.

I am looking forward to continuing this journey with LG SIGNATURE as we join forces to share the extraordinary power of dance with the world, be it in the studio, on the stage or on the screen.

LG SIGNATURE supports cultural institutions around the world. The partnership with Sydney Dance Company follows a long-standing partnership with the American Ballet Theatre and more recent projects with the Pushkin State Museum of Fine Arts.

World-renowned Danish industrial designer, Torsten Valeur collaborated with LG Electronics globally to design the ultimate luxury living LG SIGNATURE product range, which launched globally in 2016. The Art of Essence, was the inspiration behind the philosophy of this product category. LG SIGNATURE products were stripped of all external features that detracted from the brand’s spirit, resulting in the streamlined look whilst delivering a sense of exclusivity to its owners.

With the recent addition of the LG SIGNATURE Rollable TV in 2021, there are now five products across this range in Australia, including a premium Wine Cellar, a convenient TWIN Wash washing machine, a modern Insta View Door-in-Door® refrigerator, and the futuristic LG OLED 8K TV.

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