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LG previews new flagship

A new flagship smartphone by LG, called Velvet, boasts a new “Raindrop” camera and a new design language for the device.

Smartphones are becoming increasingly difficult to distinguish by technical specifications and, in some cases, aesthetics. For this reason, says LG, it is embarking on a new product roadmap that will emphasise distinctive designs and “tactile” elegance to set itself apart.  

The first device to illustrate this new philosophy is the upcoming LG Velvet, which features a “Raindrop” camera and a symmetrical, flowing form factor that is both pleasing to the eye and pleasing to touch. 

LG Velvet will be the first device to implement the company’s new branding strategy for its mobile devices, moving away from alphanumerical designations in favour of familiar and expressive names that will help the consumer capture the essence of the device. The name “Velvet” is intended to evoke images of lustrous smoothness and premium softness, two key characteristics of the new phone. 

“Our new branding reflects current trends of addressing the unique personal tastes and emotions of the individual with a greater emphasis on design,” said Chang Ma, senior vice president of product strategy at LG Mobile Communications Company. “It’s a more intuitive approach that we are confident will resonate with today’s consumers and help us to establish a clearer brand identity.” 

The device has yet to be fully unveiled, but LG has confirmed it will has a symmetrical curved-glass design and the Snapdragon 765 processor with built-in 5G. 

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