LG Electronics has taken its WashTower laundry appliance to Nairobi’s streets through a series of public showcases at key commuter hubs, in a move the company said was aimed at giving consumers hands-on exposure to the product outside conventional retail spaces.
According to a company press release dated September 14, 2026, the activations were held at the Sarit Centre Ring Road Roundabout, Kenyatta National Hospital Roundabout and St. Austin’s Roundabout. LG said the installations drew the attention of motorists, commuters and pedestrians, and enabled “thousands of people” to see the all-in-one washer-and-dryer unit up close.
The company said the showcases focused on the WashTower’s vertical configuration, integrated washer and dryer and a central control panel designed to place both washer and dryer controls within easy reach. LG also said the appliance is powered by its AI Direct Drive technology, which it said detects fabric weight and softness to optimise washing performance and reduce unnecessary wear on clothes.
The street activations come as appliance makers increasingly rely on experiential marketing to differentiate products in an urban market where space constraints and convenience are major purchase drivers. In Nairobi, rising apartment living and smaller utility areas have pushed demand for compact home solutions, particularly among middle-income households in dense neighbourhoods and new residential developments.
LG positioned the WashTower’s compact footprint as a response to these housing trends. “Modern living spaces, especially in urban areas tend to be compact and it therefore makes sense to reduce the footprint of domestic appliances and equipment. We want our customers to enjoy the full benefits of our products, regardless of the size of space they have,” said Donghun Lee, President of LG East Africa, in the press release.
Jane Kariuki, Head of Marketing at LG Electronics East Africa, said the company chose public locations to increase consumer access to product information and demonstrations. “We brought the LG WashTower into public spaces to give Kenyans the opportunity to experience its thoughtful design and smart features firsthand. This is one way in which we are making innovative technologies more accessible and helping consumers make informed purchasing decisions,” Kariuki said.
LG said members of the public engaged with company representatives during the activation to learn about AI-powered laundry capabilities and features intended to improve efficiency and garment care.
For Kenya’s consumer electronics and home appliances market, the campaign highlights the continued push by international brands to expand visibility and influence purchasing decisions in high-traffic urban zones, where footfall can substitute for the limited reach of showroom-only marketing. The emphasis on space-saving design also reflects a broader shift toward compact appliances as city living becomes more common across Nairobi and other fast-growing towns.
LG did not disclose the cost of the activation, the number of units showcased, or sales targets tied to the campaign. The company also did not announce any changes to distribution, pricing or retail partnerships in Kenya.
LG said the public showcases form part of its ongoing efforts to enable consumers to experience home technologies beyond retail environments. Further activations or retail roll-outs were not detailed in the statement.
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