LG is trying to make washing the dishes a little more fun with an inflatable water park in Manhattan.
The South Korean electronics manufacturer is harnessing the heat of summer this weekend by transforming a block on New York’s Upper East Side into a water attraction inspired by its new LG QuadWash dishwasher. The 6,750-square-foot pop-up park—roughly the size of two and a half tennis courts—is a maze of dishes, complete with cups, plates and giant spoon slide. It has the look and feel of a bouncy house with sprinklers, and as visitors reach the end, they come in contact with giant spray arms meant to replicate the dishwasher’s four-pronged method of washing dishes.
The activation is part of Citi Summer Streets, an annual summer festival in New York during three weekends in August that is expected to attract around 300,000 attendees. It’s also part of a larger sponsorship of the festival, which takes place on Aug. 5, Aug. 12 and Aug. 19.
The water park will be located conveniently nearby New York’s Central Park—which could make for decent foot traffic from tourists and locals in the area by Park Avenue between 70th and 71st Streets.
“When we were developing the marketing plan for this, we were trying to think how we can make this fun,” said Peggy Ang, head of marketing for LG Home Appliances USA, “and reposition what is traditionally a chore, a mundane category, into something that people and families can congregate and experience together.”
With prices starting at $699, the dishwasher is being marketed to more of an affluent, “technology-inclined” audience—like the families living in the affluent neighborhood where the activation is taking place.
This isn’t the first time LG has created an interactive experience for a product launch. For the March launch of LG’s InstaView refrigerator, the brand hosted a musical performance in the World Trade Center Oculus.