Partnerships in the luxury homebuilding industry often begin with product performance. The most meaningful ones grow into something more. Shared values, shared innovation, and occasionally shared purpose.
That was the spirit behind the March 4, 2026 Alair Homes All Company Mastermind, where leaders from LG Electronics and its luxury appliance brand Signature Kitchen Suite® (SKS) joined more than a hundred builders and partners from across the Alair network. The session explored the evolving relationship between the global technology company and the custom homebuilding collective, highlighting new innovations, collaborative projects, and a campaign rooted in community impact.
The conversation was led by Bob Kerr, Director of Procurement at Alair Homes, who introduced the visiting LG and SKS team: Randy Warner, Vice President of Sales, Helen Cho, Senior Director of Marketing, and Sean Hodge, Director of Sales.
“Our partnership with LG has been strong for a number of years,” Kerr told the group. “They have supported our network through events, innovation, and collaboration. It is the kind of relationship that grows stronger the more you work together.”
A Builder Partnership Designed for Custom Homes
Beyond product innovation, the Mastermind session focused on the partnership structure between LG, SKS, and Alair Homes.
Through a preferred builder program created specifically for the Alair network, homeowners building with Alair gain access to curated appliance solutions designed for custom homes. The collaboration also allows Alair builders to extend meaningful savings opportunities to their clients while maintaining the level of quality expected in luxury residential construction.
For Hodge, the value of the partnership lies in its flexibility.
“Every home is different,” he said. “What we try to do is give builders the ability to work with homeowners and tailor appliance selections that fit both the design vision and the way they live in the home.”
That customization has become increasingly important as kitchens continue to evolve into multifunctional spaces where technology, design, and lifestyle intersect.
The New American Home: A Showcase of Collaboration
One of the most visible expressions of the LG and Alair partnership this year is The New American Home®, the annual showcase residence unveiled during the International Builders’ Show.
The 2026 edition, built by the Alair Orlando team, features a suite of LG and SKS appliances integrated throughout the home’s culinary spaces.
For the LG team, the project stood out not simply for its architecture or design but for the collaborative process behind it.
“We were brought into the conversation early,” Hodge said. “That allowed us to work alongside the builders and designers, and also directly with the homeowner. When that happens, the result feels much more personal.”
In this case, the kitchen itself became a reflection of family traditions, particularly a weekly ritual of cooking breakfast together.
“It is those moments that remind you what these homes are really about,” Hodge added. “The appliances are tools, but what matters is what happens around them.”
From Appliances to Awareness: The #PassTheApron Campaign
That sense of connection ultimately inspired something larger.
During the project, the LG and SKS teams learned about Jonathan’s Landing Foundation, an initiative focused on creating community and opportunity for adults with autism.
Cooking, an activity that naturally brings people together, became the inspiration for a campaign launched alongside The New American Home: #PassTheApron.
Helen Cho, who oversees marketing for SKS, said the campaign reflects a deeper commitment to authenticity within the brand.
“One of our core brand pillars is authenticity,” Cho said. “When we heard the story behind Jonathan’s Landing, we knew this was more than a project. It was an opportunity to help amplify something meaningful.”
The campaign invites chefs, builders, designers, and community leaders to symbolically pass an apron to someone who cooks with intention, passion, or generosity. The idea is to create a growing chain of stories connected through food, conversation, and shared purpose.
For Cho, the campaign’s strength lies in its adaptability.
Helen Cho, Sr. Director of Marketing, SKS & LG Pro Builders
A Call to the Alair Network
During the Mastermind session, Alair’s Director of Communications, Natalie Harper, reflected on the broader significance of the campaign.
“Luxury brands often talk about innovation and performance,” Harper said. “What is powerful about this campaign is that it leads with community.”
She encouraged Alair builders across the network to consider how the idea could be carried into their own markets, whether through local events, charitable initiatives, or culinary gatherings that bring people together for a cause.
The response from the LG and SKS teams was immediate.
“We would love to see it grow,” Cho said. “If there is a cause in your community where food and connection can make a difference, we want to support that.”
Building Beyond the Kitchen
As the conversation wrapped up, Warner returned to a broader perspective on the partnership between LG, SKS, and Alair Homes.
While the brands may meet in the kitchen, he said the collaboration extends much further.
“From laundry to luxury appliances, we have a portfolio that can support many different types of homes,” Warner noted. “But what makes this relationship special is the people behind it. The builders, the homeowners, and the communities they serve.”
In an industry where partnerships often revolve around product specifications and performance metrics, the collaboration between LG, SKS, and Alair Homes offers a reminder that the most meaningful innovations sometimes begin around a shared table.
And occasionally, with the passing of an apron.
Who will you #PassTheApron to?
