SKS Chicago Showroom: A New Blueprint for Experiential Luxury Appliance Retail

CHICAGO, IL – November 14, 2025

LG’s luxury appliance brand, SKS, has officially opened the doors to its 9,000 square-foot showroom in Chicago’s iconic THE MART, signaling a bold move towards experiential retail and a heightened focus on the evolving desires of the modern home chef. Designed by renowned architect Piero Lissoni, the space isn’t simply a display of high-end appliances, but an immersive environment intended to inspire culinary creativity and redefine the luxury appliance shopping experience.

Redefining the Showroom Experience

The opening marks a significant investment in direct-to-consumer engagement for SKS, representing a departure from traditional retail models. Rather than rows of stainless steel, visitors are greeted with dramatic kitchen vignettes – fully realized living spaces showcasing over 50 appliances in action. The space seamlessly blends technology with design, incorporating projection mapping, immersive lighting, and striking LG MAGNIT video walls to create an atmosphere that’s more akin to an art installation than a showroom.

“Consumers are increasingly seeking experiences over possessions,” explains one industry analyst. “They want to be inspired, educated, and entertained. Simply displaying products isn't enough anymore. Brands need to create environments that resonate with their target audience and foster a deeper connection.”

The SKS showroom is designed to do just that. The layout encourages exploration, allowing visitors to move freely between different kitchen settings and interact with the appliances firsthand. Expert culinary staff are on hand to offer demonstrations and answer questions, further enhancing the immersive experience. One key feature is the integration of SKS’s advanced AI-powered oven technology, which automatically identifies food items placed inside and suggests optimal cooking parameters.

THE MART’s Reinvention as a Design Destination

Choosing THE MART as the location for this flagship showroom wasn’t accidental. The historic landmark is undergoing a revitalization, evolving from a traditional trade center to a dynamic hub for design, technology, and experiential retail. The recent completion of major renovations, including a redesigned lobby and a state-of-the-art conference center, has attracted a new wave of tenants and visitors.

“THE MART is strategically positioned as a premier destination for design professionals and consumers alike,” says a representative from Vornado Realty Trust, the building's owner. “We are committed to creating an environment that fosters innovation, collaboration, and creativity. The SKS showroom perfectly aligns with our vision.”

The revitalization of THE MART is part of a broader trend of urban centers reinventing themselves to attract new businesses and residents. As traditional retail models struggle, experiential destinations like THE MART are becoming increasingly important for brands seeking to connect with their target audiences.

The Rise of the ‘Technicurean’

SKS is positioning itself at the forefront of a growing culinary trend: the “Technicurean.” This refers to home cooks who are passionate about food, embrace technology, and seek to recreate restaurant-quality meals in their own kitchens. The brand’s appliances are designed to empower these cooks, offering advanced features, precise control, and seamless integration with smart home ecosystems.

“There’s a growing demand for appliances that can do more than just the basics,” says a culinary technology consultant. “Consumers want appliances that can help them experiment with new techniques, explore different cuisines, and elevate their cooking skills. They want technology that simplifies the process, enhances the results, and makes cooking more enjoyable.”

SKS’s focus on the “Technicurean” lifestyle is evident in the showroom’s design and features. The space is equipped with cutting-edge technology, including AI-powered ovens, induction cooktops with precise temperature control, and flexible interior designs that allow for customization. The brand is also partnering with chefs and culinary experts to offer cooking classes and demonstrations, further engaging its target audience. One attendee at the launch event mentioned feeling empowered by the potential of the appliances to help them explore new culinary horizons.

The opening of the SKS showroom in Chicago marks a significant step forward in the evolution of luxury appliance retail. By blending high-end design, immersive technology, and a focus on the “Technicurean” lifestyle, SKS is creating a new blueprint for the future of the industry. The venture aims to inspire culinary creativity and redefine the shopping experience for discerning home cooks.