LG Electronics Australia is set to unveil a first-of-its-kind activation for visitors to Vivid Sydney from 26 May to 17 June 2023, as part of its official partnership with Australia’s largest festival.

Visitors to the unique LG activation will be among the first in Australia to interact with the LG InstaView refrigerator with MoodUp featuring colour-changing LED panels with up to 190,000 colour combinations.

Greeted by a four-metre high by eleven-metre-wide wall of LED panels, visitors to the activation will take a short web-based quiz, using their own physicality to move their body and answer questions that determine their mood across a spectrum of eight – Energetic, Cruisy, Whimsical, Cheerful, Adventurous, Creative, Soulful or Curious. Once the journey is complete, visitors can take a fun photo with a 360-degree camera and receive a personalised Vivid Sydney itinerary.  

Created through an analysis of visitors’ responses and based on the level of preferred interactivity, playfulness and the festival experience being sought, visitors can adjust their Vivid Sydney itinerary as their mood changes through the capabilities of the web-AR platform.

LG Electronics Australia marketing director, Gemma Lemieux said, “Through our core value of ‘power to warmth a smile’, LG Electronics is committed to delivering people-centric innovation that makes Australians feel that Life’s Good. Uniting the best creative minds, innovation and technology, our partnership with Vivid Sydney brings to life our brand mission to deliver products and experiences that are personalised to each LG customer.”

Vivid Sydney festival director, Gill Minervini added: “The support from our sponsors is essential to bringing Vivid Sydney to life and creating a truly unforgettable experience for festivalgoers. Thanks to our partners, we have raised the bar on the size and scale of the festival to showcase the vibrancy and creativity of Sydney. We can’t wait for visitors to experience all that Vivid Sydney has to offer this year.”  

As an extension of the immersive experience, LG has developed unique AR placements along the eight-kilometre light walk that visitors can explore exclusively through the web-AR capability via a compatible smart device.Along each customised journey, visitors will be prompted to use their phone to see AR graphics. 

Hearts & Science CEO for Australia and New Zealand commented, “This has been a fantastic project to further cement our agency partnership with LG. The Vivid Sydney Festival partnership has allowed us to showcase our broader Hearts & Science capabilities in producing compelling content and rewarding partnerships that build connections that matter across audiences and channels.” 

The ‘MoodUP by LG’ activation will be located outside Customs House in Circular Quay from Friday 26 May to Saturday 17 June 2023 as part of Vivid Sydney. Visitors can explore the MoodUP by LG activation, take the web-based quiz to see their personalised itinerary, and enter for a chance to win an LG InstaView fridge with MoodUP valued at RRP $9,499.