LG plays hide & seek with " Roll up "
This is a TV that’s there when you want it and disappears when you don’t. Not everyone loves having a big, black rectangle as the focal point of their living room, and plenty of people don’t own a TV at all. TV makers are starting to realize that, for some, it comes down to aesthetics, so they’re designing products that blend better into the home. Samsung has The Frame, which can pass as a hanging piece of art on your wall when not in use. It switches between pieces by van Gogh and other museum-sourced content. Samsung also makes the Serif, which resembles a piece of furniture, thanks to its built-in shelving unit on top. But those are still very much TVs in that they’re always just kind of there — even if they look nicer.
LG is going several steps further by making the TV go away completely whenever you’re not watching. It drops slowly and very steadily into the base and, with the push of a button, will rise back up in 10 seconds or so. It all happens rather quietly, too. You can’t see the actual “roll” when the TV is closed in, sadly; a transparent base would’ve been great for us nerds to see what's happening inside the base as the TV comes in or unfurls, but the white is certainly a little more stylish. Functionally, LG tells me it hasn’t made many changes to the way the LG Display prototype worked aside from enhancing the base. I didn’t get to ask about durability testing — how many times the OLED TV R has been tested to go up and down, for example — but that’s something I’m hoping to get an answer to.