LG’s Innovative Door-In-Door Creates Market Trend


With the unrelenting pace of modern life, a tidy, well-
organized refrigerator is something that most people can
only dream about. While we’d all love to keep our fridges
ordered and clean, long work hours and other
commitments often end up getting in the way. Having to
throw away long-forgotten food items and making
unnecessary purchases are just some of the more
common annoyances of a household refrigerator in
disarray. Continue…


To help restore order in the kitchen, LG Electronics (LG)
set about finding answers to the question, “How can we
make a fridge that’s more convenient to use and easier
to keep organized?” After extensive consumer research,
and a great deal of hard work, the company released a
brilliantly rendered solution: the unique and innovative
According to a survey conducted by LG, four out of 10
consumers cannot, with any degree of certainty, name
what’s inside their refrigerator. This lack of familiarity
often results in food items being forgotten and eventually
discarded. Moreover, a messy fridge leads one out of four
consumers to waste time and money on unnecessary
trips to the store to buy items they already have.
LG’s Door-in-Door helps resolve such issues through the
provision of convenient access and smarter organization.
The double layered Door-in-Door opens with the simple
push of a button, revealing the surprisingly spacious mini
compartment with unexpected ease. This makes it quick
and easy to find and access essential items and sought-
after snacks without the inconvenience of searching
through the bowels of a refrigerator while holding a pot or
food in one hand.
“A large capacity is not the only factor people consider
when buying a refrigerator,” said Mr. Hyunwoo Jung,
General Manager, Home Appliance Division, LG
Electronics. “Smarter, more intuitive food organization is
now a must due to today’s busy lifestyles. Our Door-in-
Door provides users with easy access to the items they
use the most and gives them the freedom to arrange
things just the way they like it. Not only does the Door-
in-Door save time, it also keeps cold air locked inside
the refrigerator’s main compartment. We are continuing
to receive industry recognition and consumer praise for
this innovative and practical of features. LG is dedicated
to making life easier and will always strive to deliver
next-level convenience to its customers.”
LG’s comprehensive survey found that, in most
households, the refrigerator is opened approximately 80
times per day – often by family members looking for the
same few items. The Door-in-Door feature makes it
possible to find needed items without having to open the
refrigerator’s main door. This reduces cold air loss from
the central compartment by as much as 41 percent. As a
result, the compressor doesn’t need to ramp up its
efforts to maintain a steady temperature inside the fridge,
thereby reducing the amount of cold air loss and
increasing preservation performance. It also helps to cut
down on spending at the supermarket by keeping food
fresher for a longer period of time.
Inside the Door-in-Door, LG’s adjustable Moving Basket
combines with a handy drawer section to enable
customized organization configurations to suit a variety
of lifestyles. Each member of the family can easily adjust
the height of the different interior compartments
according to their own needs. This flexibility separates
the Door-in-Door from conventional fixed configuration
fridges and helps users to design a storage system that
works best for them. Meanwhile, the Mini Table, another
of the fridge’s smart features, provides a convenient, flat
surface that makes it possible for users to pour drinks
while standing at the fridge without carrying heavy
bottles to the dinning table.
All of this means that families can customize shelf space
to match specific food sets and individual lifestyles. One
area of the fridge might be reserved for organic
ingredients, while others might be set up for sandwich
materials, desserts and snacks, beverages, or a variety of
other food categories. Because the Moving Basket
enables compartment dimensions to be adjusted, families
can easily find a configuration that matches their own
specific needs. Of course, food types and lifestyles differ
by region and within regions. The Door-in-Door is just as
accommodating to East Asian consumers looking to set
up an oriental medicine section in their fridge as it is to
Northern European consumers who might want a dairy
section or North American consumers who might like a
section just for sports drinks and protein shakes.
LG is the industry leading manufacturer when it comes to
incorporating an additional compartment within the
fridge’s front door. The original Door-in-Door made its
debut in South Korea in February 2010. The feature has
since become a global market trend. In 2011, they were
introduced to markets in North America, Asia and South
and Central America, with launches in Oceania, the Middle
East and Africa coming the following year. LG has sold
over 1.4 million Door-in-Door refrigerators worldwide and
continues to refine its celebrated double layered door.
jall the benefits the Door-in-Door offers, it’s no wonder
the feature has been integrated into each of LG’s global
refrigerator categories, including side-by-side, French-
door, top freezer and bottom freezer refrigerators. The
company has gone one step further this year; the
remarkable Double Door-in-Door refrigerator, released in
South Korea, puts one Door-in-Door on the right door and
another on the left, adding a whole new level of
convenience. Even better, consumers around the world
will soon get a chance to experience this convenience
since LG is planning to launch the Double Door-in-Door in
additional markets around the globe.
Double Door-in-Door refrigerator is a great example of
LG’s ongoing effort to make life better for consumers in
diverse markets around the world. After creating the
original Door-in-Door in 2010, the company has upgraded
the feature each and every year to enhance convenience
in more intuitive ways.
LG is committed to using the latest innovations to
continually exceed consumer expectations and push the
industry forward. This is also why the Door-in-Door
refrigerator has received widespread international
acclaim for its powerful performance capabilities and
breakthrough technologies.

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