Visual Concepts

Visual Concepts

TECHNOLOGY PROFILE - VIDEO


Visual Concepts


The LG OLED R TV rolls up at the touch of a button to let you take back your space.


LG Signature OLED R
 

EVERY TIME WE ENTER A NEW SPACE, OUR BRAINS FIRST PROCESS THE ROOM AS A WHOLE. It’s only after we are able to categorize the room by its function that we’re able to truly focus in on its aesthetic or the individual design elements within. We tend to react more positively to rooms that feature plenty of negative space because they’re easier for our brains to categorize. Since the openness of the space allows its function to become perfectly clear, we’re able to start appreciating design choices much sooner.

One of the most obvious impacts technology has on negative space and design is the ever-increasing size of the video displays that grace most public spaces in today’s modern homes. For generations the focal point of the living spaces in any home centered on the fireplace or hearth, where the family gathered for warmth and to eat. The fireplace was replaced by the radio with the advent of centralized heating. And then the TV replaced the radio.

However, the most desirable houses and apartments offer living spaces with premium views, which generate almost 15 percent of the market value. The television is omnipresent in most living spaces and with screen sizes getting ever bigger it often dominates the room even when not being used. A new generation of television designed by LG Display is a creative response to the challenge of creating invisible technology solutions that are unobtrusive.

 
LG Signature OLED R
 

This new technology – OLED R – dematerializes the television screen, which can be automatically rolled in and out of a discreet minimalistic enclosure. Foster + Partners, the famed design studio for sustainable architecture, urbanism, engineering and design collaborated with LG on the minimalist sculptural rectangular volume that is crafted from aluminum, which contains the rolling mechanism and integrated Dolby Atmos™ speaker array, fronted by matching tonal fabric. The minimal detail and simplicity of design allows it to become part of a variety of interior spaces. This new technology allows for flexible spatial planning while preserving the purity of living spaces.

 
LG Signature OLED R one  third
 


redefining space

The LG OLED R redefines the relationship between the video display and the space it inhabits. Its sculptural quality and unique ability to disappear allow it to adapt to the rhythms of life and seamlessly integrate with any setting. It is an immersive visual and auditory journey.

The flexible screen allows freedom from walls and offers a sense of liberation to design interior spaces. The LG OLED R redefines the definition of TV with a variable form factor only made possible by the company’s industry-leading OLED technology.

As this new technology is released into the market place, it is limited and expensive. As virtually all new technologies are. Be that as it may, it is the effort by LG Display – who has listened to designers – that bears mention. Those of us in residential consumer technology understand we must ‘disappear’ our goods so they don’t clash with the design goals, and we are making every effort to fulfill that promise.