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Café OLED is encouraging viewers to experience the brilliance of color for themselves.
Pantone and LG

Welcome to a world of dazzling colors—and delicious pastries.

LG Electronics USA and the Pantone Color Institute are collaborating for a new pop-up, Café OLED by LG, this weekend in New York. The electronics company and the color institute will “marry” the spectacle of Pantone colors on an LG OLED TV to support the powerful nature of color. For an electronics company, LG hopes to showcase and personify the power of colors and tie in the other human senses, such as taste, to experience color on a new level. The company intends to have the TVs highlighted by the Pantone palette-inspired food and drink to promote the intensity and quality of their graphics.

“We wanted to show in real life how on an LG OLED TV delivers a more realistic, superior quality image, through rich color and infinite contrast,” said Michelle Fernandez, senior director of home entertainment brand marketing at LG Electronics USA, in an email.

David McLeod

The pop-up is inspired by the desire of the brands to test out the experience with consumers and create an interactive experience on a personal level. Customers can eat colorful pastries while viewing “over a billion rich colors” shown on the TVs.

“LG OLED TV’s self-illuminating pixels display intense color through Perfect Black, and we explored this feature by working with partners who believe in the powerful presence of color,” Fernandez said.

Multi-disciplinary illustrator and artist David McLeod is collaborating with LG Electronics and the Pantone Color Institute to present the most creative approach to the showcase of digital art and color. McLeod has worked with brands including Apple, Nike, Calvin Klein and Adobe.

Amirah Kassem, cookbook author and founder at the Flour Shop, is providing the themed pastries, and artisan drinks are from a local NYC independent coffee shop.

The Pantone Color Institute’s contributions are inspired by the organization’s summer palette. For example, the lattes, served both hot and cold, are flavored to represent the four featured colors: Pink Peacock (beets and maple), Turmeric (turmeric and ginger), Aspen Gold (lemon and vanilla) and Pepper Stem (matcha and honey).

Source: LG Electronics and Pantone Color Institute’s New Pop-Up Brings a Multi-Sensory Experience to New York – Adweek