LG SIGNATURE OLED TV R UX Design
User Interface
Adopting the world's first rollable screen, this product moves away from the existing TV paradigm of "Display matters" and provides three usage scenarios with the concept of "blending in with the surroundings and only appearing when needed". The three scenarios are: Full View for the TV, Zero View for the AI speakers, in which the screen is hidden, and Line View with an aspect ratio of 54:9 in which the TV serves as part of the interior design and an information hub. This solves the TV's black box problem and harmonizes with its surroundings. It also extends the user experience with televisions, as the TV can be used even when it is turned off.
Date of Launch
2019
Development Time
up to 12 months
Target Regions
Asia, Australia / Oceania, Europe, North America
Target Groups
Consumer / User