By George McClure
Photos courtesy of LG Electronics
LG Electronics is a recognized leader and innovator in video displays, audio and IT products. Here’s a conversation we had with David Park, Director of Product Strategy and Marketing.
George McClure: Tell us a little bit about your career path with LG.
David Park: I joined the company in February 2008, following my graduation from the University of Michigan. My initial position was within the North America Product Planning group, where I focused on washing machines. In December 2009, I transitioned to the New Product Development team focusing on televisions. Since then, I have held various roles within the organization, and I currently serve as the Director of Product Strategy and Marketing.
While my earlier responsibilities were primarily centered around televisions, I now oversee all MS categories, collectively referred to as Media Entertainment Solutions, which include video displays, audio and IT products. One of my team’s main responsibilities include product education and training, serving as a bridge between our global headquarters and local teams. Much of the information we receive is highly technical, and our role is to interpret and communicate that message in a way that is relevant and easy to understand.
When addressing everyday consumers, it is essential to translate complex technical details into language that clearly highlights product features and customer benefits. To ensure this, we collaborate closely with marketing and various internal teams, aligning our messaging to resonate effectively with consumers.
Imagine a bakery with a traditional glass display window. Typically, this serves a purely visual function—customers look through it to see the products inside. However, with a Transparent OLED display, that same glass surface can now serve as a dynamic, interactive layer for communication. Retailers can display real-time messaging, update pricing instantly without reprinting signage, and even highlight product features, all while maintaining a clear view of the items behind the screen.
George: Let’s talk a little bit about LG, which is now widely known as the leader in OLED (Organic Light-Emitting Diode). Please tell us a bit about the company’s history with this technology.
David: We launched our first OLED television in 2013, a 55-inch curved model priced at approximately $15,000. It was an exciting and pivotal time, as OLED was an emerging display technology offering significant visual advantages. However, the initial OLED model featured only Full HD (1080p) resolution, while LED/LCD televisions were beginning to introduce 4K resolution. This created an interesting challenge: would consumers prioritize higher resolution, or would they value the superior picture quality of OLED?
Through extensive consumer research, we discovered that viewers consistently gravitated toward OLED displays, even at lower resolution, primarily due to their ability to deliver perfect blacks and exceptional contrast. This represented a fundamentally different viewing experience compared to traditional LED/LCD TVs. It became clear to us that OLED was a breakthrough technology with the potential to resonate deeply with consumers, a realization that has shaped our trajectory to this day.
Since then, OLED technology has undergone continuous innovation and refinement. In 2014, just a year after our initial launch, we introduced 4K OLED TVs. By 2016, we became the first brand to partner with Dolby Vision, bringing a cinematic experience, previously exclusive to movie theaters, into the living rooms of consumers.
A major design milestone came in 2017 with the introduction of our OLED W series, also known as the “wallpaper” OLED. This model featured an ultra-thin display panel measuring just 2.56 millimeters thick, roughly the thickness of three credit cards. All electronic components, inputs, and speakers were housed in a separate module resembling a soundbar. This design innovation significantly appealed to the custom installation (CI) channel, offering a sleek, space-saving alternative not seen elsewhere in the market. At a time when most flat-panel TVs were at least an inch or more in depth, the OLED W set a new benchmark by combining cutting-edge picture quality with a premium design aesthetic.
In the years that followed, we continued to lead with industry-first innovations. In 2019, we unveiled the world’s first 8K OLED TV, and in 2020, we introduced the first rollable OLED TV, a display that could extend upward for viewing and retract back into its compact base, offering a striking and futuristic form factor.
George: Yes, I remember that.
David: The retail price was approximately $100,000, and at the time of launch, there was uncertainty about market demand. We found ourselves asking, “Who will purchase this product?” However, the custom installation (CI) community quickly embraced it. They had clientele with the financial means and the desire for a truly unique and cutting-edge viewing experience. The response was enthusiastic. Installers shared their experiences on platforms like TikTok, helping to generate buzz and broaden awareness. This moment marked a turning point for LG OLED TVs, significantly increasing visibility and consumer interest. People began to recognize LG as a leader in innovation, driven largely by the distinct advantages of OLED technology.
Unlike traditional displays, OLED panels do not require a backlight unit. Instead, OLED pixels emit their own light and can be printed on a variety of substrates, including flexible materials. This allows for unprecedented design possibilities, including bendable and rollable displays. Most recently, in the past year, we introduced the world’s first and largest transparent OLED TV, a 77-inch 4K Transparent OLED display. It has proven to be a powerful attention-grabber, capturing imaginations and reinforcing LG’s position at the forefront of display innovation.
George: We definitely want to know more about the Transparent model but first let’s remind our readers about some of the basics of OLED technology. Every single pixel is its own light source that can turn all the way on and off, which accounts for the amazing black level you referenced earlier and means there’s no need for a separate backlight.
David: To further emphasize the capabilities of OLED technology, one particularly striking statistic we often highlight is the difference in dimming precision. Some premium LED/LCD televisions promote having several thousand local dimming zones as a key feature. In contrast, a 4K OLED display effectively offers 8.3 million dimming zones, one for each individual pixel. Each pixel can independently turn on or off, enabling an unparalleled level of control over light and contrast.
The practical advantage of this pixel-level precision is the elimination of visual artifacts such as haloing or light bleed. When the screen displays black, it is rendered as a true, perfect black, significantly enhancing contrast and adding remarkable depth to the image. This level of realism often leads viewers to comment that watching an OLED display does not feel like watching a television at all; rather, it feels like looking out a window. This immersive experience is made possible by the combination of perfect blacks, vibrant color accuracy, and infinite contrast, hallmarks of OLED technology.
George: That’s great. OK, let’s get back to the amazing new Transparent OLED.
David: Certainly. The OLED T is a 77-inch 4K OLED display featuring a transparent screen. Positioned at the bottom of the display is a retractable black screen, similar in concept to the rollable OLED TV, which moves vertically. When the black screen is lowered, the display operates in transparent mode, allowing viewers to see through the screen. When raised, it functions like a traditional OLED TV, delivering vivid picture quality with perfect black and perfect color.
One of the standout features of this model is its support for LG’s Zero Connect technology via the Zero Connect Box. Unlike conventional TVs, where input and output ports are integrated into the back of the TV, the Zero Connect Box enables users to connect their peripheral devices wirelessly to the TV from up to 30 feet away, providing greater flexibility in installation and a clean look without any messy cables.
The concept for the Transparent OLED TV originated in-part from in-depth research conducted with interior designers. During our research, we engaged with a number of high-end designers to explore how emerging display technologies could complement their projects. One scenario presented involved a client living in a luxury apartment with panoramic views of the New York City skyline. The space featured expansive windows, leaving little room, or desire, for a traditional mounted television, as it would obstruct the view. A transparent television, they suggested, would be ideal: it could provide high-quality content viewing when needed and then disappear, restoring the unobstructed skyline view when turned off or in transparent mode.
Similar feedback came from clients with beachfront properties who faced comparable design constraints. These insights revealed a clear opportunity among premium consumers who prioritize both design and technology integration. It was from this feedback that the development of the Transparent OLED began, targeting a segment of the market that values innovation without compromising architectural aesthetics.
George: That’s very exciting. And the Transparent TVs also have potential digital signage uses?
David: Yes, we showcased this technology at CES earlier this year, and it garnered significant attention. To illustrate its potential, imagine a bakery with a traditional glass display window. Typically, this serves a purely visual function—customers look through it to see the products inside. However, with a Transparent OLED display, that same glass surface can now serve as a dynamic, interactive layer for communication. Retailers can display real-time messaging, update pricing instantly without reprinting signage, and even highlight product features, all while maintaining a clear view of the items behind the screen.
The display demonstrated at CES also integrated AI-powered camera technology capable of analyzing the customer demographic in real time. For instance, if the system recognizes a predominantly female audience in the store, the on-screen messaging can automatically adjust to better resonate with that group. If the demographic is mixed or primarily male, the content adapts accordingly. This capability enables retailers to tailor communication dynamically, enhancing the relevance and effectiveness of their messaging.
The key advantage of Transparent OLED displays lies in their ability to simultaneously showcase digital content and the physical product behind the screen. This makes them ideal for retail environments, particularly in storefront windows or display cases, where maintaining product visibility while delivering targeted information can significantly enhance customer engagement and the overall shopping experience.
Transparent screen vanishing.
George: That really opens up some interesting possibilities. Shifting gears a bit, let’s hear about your latest OLED evo AI models.
David: In 2021, we introduced OLED evo, a next-generation advancement in OLED display technology designed to deliver significantly increased brightness. One of the initial challenges with OLED TVs was their comparatively lower brightness levels compared to traditional LED/LCD displays. Since then, we have made continuous improvements, enhancing brightness performance year over year.
Today, with our latest model, the LG OLED G5, we have achieved peak brightness levels of up to 3,000 nits, placing OLED on par with premium LED/LCD TVs in terms of luminance. (Note: “nits” is a unit of measurement used to quantify screen brightness or luminance.) This enhancement allows OLED evo displays to perform exceptionally well even in brightly lit rooms.
With OLED evo, consumers no longer have to choose between deep, perfect blacks and high brightness. They can now enjoy both, resulting in a truly unmatched viewing experience that combines the infinite contrast of OLED with the brightness clarity typically associated with high-end LED/LCD displays. It represents the best of both worlds in picture quality.
George: What’s your top-of-the-line set in the latest generation?
David: The LG OLED evo AI G5 is our current flagship model and has been widely recognized by reviewers as one of the best televisions of the year. A standout feature of the G5 is it’s One Wall Design, which delivers an ultra-clean, streamlined aesthetic. The rear of the TV includes a precision-engineered cutout where the included flush-mount fits seamlessly. This design allows the television to sit virtually flush against the wall, creating a sleek, gallery-like appearance with no visible gaps, wires, or cables.
This attention to design detail not only enhances the overall viewing experience but also complements modern interior spaces where minimalism and elegance are highly valued.
George McClure is a Senior Editor for Technology Designer Magazine and the Technology Insider Group. Previously, he was the General Manager of Fidelity Communications and most recently a Marketing Manager for Denver-based ListenUp.
