It's been a long time since a TV appeared at CES that genuinely got anyone excited. We've seen some clever new bezels, even frames, added to change how TVs look in our living room. But the LG rollable OLED redefines how we share our living space with our big screen entertainment.
It's just gorgeous! A smart design that essentially allows our TV to disappear into a soundbar - just listening to music? Great, send the TV away and relax without that big black void staring at you all day.
There's a good chance, for the first time in 50 years, a screen does not need to dominate a living room for more than the hours it is in actual use!
The way we design living rooms can change again with this shift. We can place this in front of a beautiful bookcase instead of demand total ownership of a wall.
We've been excited by the promise of rollable OLED screens for some years, but so much focus has been on portable rollable, and that's hard - they don't roll all that tightly (yet?). But seeing this design for a large screen integrated into a soundbar is a gorgeous piece of work.
There are three modes - Full View and Zero View (obvious), plus a Line View that leaves a thin slice of screen visible to show a clock, or music, or pictures. A nice 'extra' way of thinking about how this screen can be put to use in new ways.
The 65-inch LG Signature OLED TV R will go on sale later in 2019. Expect it to arrive at a whopping price at launch that most of us could never afford. But I hope this is the shape of a new generation of TVs that will become commonplace in the 2020s.