Homes are evolving from mere spaces for sleeping and living into products in their own right. Just as smartphones have transformed daily life and cars have redefined mobility, housing can also take on new roles through technology. This shift is why LG Electronics is expanding its business beyond appliance manufacturing into residential spaces.
In an interview with Aju Economy on November 10, Jo Yeon-woo, CEO of LG Electronics' Smart Cottage Company, stated, "While cars and robots are rapidly advancing, the architectural spaces connecting them are not keeping pace with the times. Smart Cottage represents a new opportunity to expand our business into spatial design."
Smart Cottage refers to homes constructed from factory-made modules that are assembled on-site. These homes integrate LG's appliance and heating, ventilation, and air conditioning technologies. Jo explained, "A cottage is not just a small rural house; it can be a personal space. If a place is where people work, communicate, and relax, then a building can also be considered a cottage."
Jo is not an architect but an industrial design expert. He studied industrial design at Seoul National University and has worked on design strategy and user experience at companies like KT, K-Bank, and Coway. His initial project at LG Electronics focused on combining the '5 days in the city, 2 days in the countryside' lifestyle with energy technology. Jo noted, "Connecting the value of seemingly unrelated technologies is my strength," recalling that in the early stages of the business, they prioritized building homes to demonstrate their concept rather than just explaining it.
He highlighted the uncertainty involved in the process of acquiring single-family homes. Unlike apartments, purchasing land and selecting construction companies requires managing electrical and plumbing connections and obtaining permits. LG Electronics aims to provide transparent product pricing and guidance on installation feasibility and estimated costs through site assessments.
Post-construction management is also a differentiating factor. Jo emphasized, "When there is a leak in the house, we need to determine whether it's a refrigerator issue or a building problem. We must reduce the management burden on customers." This reflects LG's intention to extend its appliance service capabilities into residential spaces. He stated, "While there are many competitors in home construction, we are confident in managing homes."
Jo's vision for the future extends beyond single-family homes. He aims to expand spatial management technology to corporate training centers and lodging facilities, as well as long-term plans for buildings and apartments. He remarked, "We are considering how to utilize the entire space, not just limiting ourselves to appliances or lighting, and I believe new business opportunities will emerge within that framework."
* This article has been translated by AI.
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