This is the LG Velvet

LG’s unveiled a video showcasing their upcoming phone, the LG VELVET.

Unlike the large, protruding camera humps of Samsung’s Galaxy S20 Ultra and Huawei’s P40 Pro, the VELVET opts for a new “Raindrop” camera design and showcases a new design language for the company’s beleaguered mobile division.

According to a press release issued by the company, “LG Electronics (LG) is answering the challenge by embarking on a new product roadmap that will emphasize distinctive designs and “tactile” elegance to set itself apart. The first device to illustrate this new philosophy is the upcoming LG VELVET, featuring a unique “Raindrop” camera and a symmetrical, flowing form factor that is both pleasing to the eye and pleasing to touch.”

LG says that the VELVET will be the first device to use a new branding strategy for its mobile devices, moving away from alphanumerical designations used in the past in favour of “expressive names that will help the consumer capture the essence of the device best suited for his or her personality.”

“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 video showcases four beautiful colourways for the VELVET and confirms that it will be powered by a Snapdragon 765G instead of the more expensive 865 chipset used by other manufacturers. This could mean that LG is looking to bring the 5G equipped VELVET in at a lower price point than its competitors, there giving them another opportunity to stand out.

Now if only they could do something about those software updates.