Azure Lamara Compound in Riyadh.
: LG Electronics (LG), in partnership with Azure, hosted an exclusive event at the Azure Lamara compound to demonstrate its advanced AI-powered smart home technologies. The event builds on the strategic Memorandum of Understanding (MoU) signed between the two companies in September 2025.
The showcase at Azure Lamara, one of Riyadh’s largest newly developed residential compounds, highlighted LG’s vision for connected living through its ThinQ AI platform. The event brought together key stakeholders, government representatives, developers, and industry leaders to experience how LG’s smart home solutions are being integrated into premium residential projects across the Kingdom.
“This event reaffirms LG’s role not only as a technology provider but also as a thought leader and strategic partner in Saudi Arabia’s residential and business transformation,” said Mr. Sunny Kim, Managing Director of LG Saudi Arabia. ‘’ Through our collaboration with Azure and at the heart of this transformation, our intelligent ecosystem LG ThinQ that brings appliances, entertainment, and energy management into one seamless experience. ThinQ learns your preferences, understands your routines, and makes life more intuitive. With just a few taps on your phone or even your voice, you can control your environment, monitor your home remotely, and make smarter decisions that save time and energy.
Under the theme “Experience Affectionate Intelligence,” LG presented its comprehensive vision for future home living – a future where LG ThinQ AI enables everyday appliances to seamlessly connect, adapt, and evolve to improve quality of life. The company showcased its AI DD™ laundry technology and InstaView™ cooling solutions, demonstrating how artificial intelligence at the core of home appliances creates more intuitive and responsive living environments.
Azure President Mr. Fahad Al-Assaf, emphasized the partnership’s alignment with Azure’s living experience goals: ” At Azure, we are committed to setting new standards in residential living across Riyadh. Being the first company to deploy full AI solutions within our compounds, namely LG’s AI Home Solution, which offers a fully integrated system where products communicate with each other to enhance performance, save time and energy, and provide personalized care and comfort for every household, allowing us to stand true to our brand claim of seamless living and our slogan: Live Beyond.”
The timing of this showcase reflects growing regional demand for smart home technology. According to Statista, the smart appliance market in the GCC is projected to reach USD 348.1 million by 2025, with household penetration rising from 12.4% to 22% by 2029. This growth reflects a broader shift toward connected, energy-efficient home solutions.
LG’s strategic direction focuses on transforming from its current position as a top global home appliance brand to a smart life solution company. The company aims to connect and expand customers’ diverse experiences while driving toward global annual revenues of USD 71 billion by 2030. To accelerate this AI transformation journey, LG has recently restructured its organization around three core pillars, Space, Customer, and Solution.
The collaboration between LG and Azure showcases the potential for premium technology offerings to enhance large-scale projects across real estate, retail, and hospitality sectors in Saudi Arabia.
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