Samsung to dress up brand in Armani

Giorgio Armani with Bookeun Yoon

Branding takes a digital turn with Giorgio Armani lending his brand value to an LCD television made by Samsung.

The premium Armani/ Samsung TV was unveiled at the Milan Furniture Fair. It is the second product – the first was a mobile phone – designed by Armani under a strategic marketing alliance announced by the two companies in September 2007.

The link-up heralded the development of a range of prestige portable and home consumer electronics products matching Giorgio Armani's design flair with the South Korean manufacturer's advanced technology.

"There was a time when one would want to hide a television as it never failed to disturb the ambience of a living room," said Armani. "Now, through the incredible advance in technology, flat screen televisions can easily be incorporated into the design solution for a home."

Bookeun Yoon, Executive Vice-President of Samsung's Visual Display Division, said: "There are more and more consumers today who are increasingly style conscious in their selection of home electronics products.

"They are looking for products that unite the best contemporary design with technological performance and functionality. This partnership affords us the chance to offer those consumers unique products."

A 46-inch TV will be launched in the region in mid-summer and a 52-inch version will appear later.

The design has been inspired by the 2008-'09 Armani/Casa home furnishings collection, which includes the Brahms table in pleated effect glossy black lacquered wood, which has been designed to support the TV.

The design elements include a stylish remote control and a special four-mode lighted-power switch that customises the display of the two companies' logos on the front of the television.

At rest, the remote control mirrors the elegance of the television, says Samsung. When handled, the unit comes alive with backlights to present a full range of features. The TV also comes with a pebble-shaped remote for basic functions.