Kiwan Nahm, Creative Director of LG Europe Design Lab, discusses the evolving role of materials, colors, and finishes (CMF) in modern appliance design. Nahm argues that Europe is a key influencer in shaping these trends, and LG translates global currents into its own design language. The company blends inspiration from European exhibitions and lifestyle cues with its commitment to simplicity, artistry, and cultural reinterpretation. Nahm highlights the importance of CMF in creating emotional resonance and minimalism in appliance design, citing the Bauhaus spirit as an influence. He also discusses LG's sub-brands, such as LG Objet and LG SIGNATURE, which offer different design languages and levels of customization. The conversation touches on the challenges of implementing new CMF designs, the importance of supply chain management, and the need to persuade stakeholders. Nahm also shares his personal experience with materials, recalling his childhood memory of drawing on a pre-coated metal panel on a fridge door with an oil ink-based marker pen. Overall, the discussion explores the global design dialogue in the plastics era and LG's approach to creating innovative and emotionally resonant products.