Here’s something brand new: an air purifier, a fridge, a TV, and a washing machine. Snore.

But wait a second! These appliances are better than everything else in LG’s wide lineup of consumer electronics goods, the company says. Indeed, these are the best of the best — and they’re so good they’re almost bad, explained fashion designer Philip Lim.

“I never felt so good to be next to an appliance.”

“I kid you not, I never felt so good to be next to an appliance. I almost felt naughty,” said Lim, who joined LG at an event in New York City’s Rockefeller Center to unveil an entirely new brand: LG Signature. The four products are the first items in a new brand for LG meant to combine cutting-edge technology and world-class design. To underscore those two elements, the company brought Lim and other world-class artists the NYC event. To discuss the fridge, for example, LG presented San Francisco chef Dominique Crenn.

“The LG Signature Fridge is very amazing. Very sexy. It makes it easier to create with food and express my signature style in the kitchen,” Crenn told the crowd. And Savion Glover let his tap-dancing skills speak for themselves, with a performance meant to be as dazzling as the shiny new products.

So two different people called these appliances sexy. But are they really? Let’s walk through the line.

The event was the final stage in a rollout that’s taken most of this year. LG announced the Signature line of products back in January at CES, and it had been calling things “Signature” even before that. Still, it’s nice to see the products actually making their way to the public. Being able to afford these luxury products? That’s another story.