LG has revealed a new 65-inch 'Art' OLED TV with a moving cover that can hide the TV when it is not in use. The TV will go on sale in South Korea first later this month.
A premium OLED TV
The 65-inch LG 65ART90, or 'OLED Evo Objet Collection', was unveiled today in South Korea. It is part of LG's efforts to cater to a different group of buyers and likely a response to Samsung's successful range of 'lifestyle TVs' like The Frame.
- "We will actively target premium customers who want only the best by introducing new products with both the best picture quality and innovative design," said Kim Seon-hyeong, head of HE marketing at LG Electronics Korea.
The TV has a metal frame that can stand directly on the floor and lean against the wall, or hang flat on a wall. There is a built-in 4.2-channel 80W audio system and a fabric cover, which comes in beige, redwood or green with fabric from Kvadrat.
LG's new OLED TV can stand on the floor and has a 'Line View' mode
What is unique about LG's ART90 is that the cover can move up and down with the touch of a button to hide the display when it is not in use. Just like LG's rollable OLED TV, the ART90 model has a 'Line View' that lets you see only part of the screen while listening to music or something else.
- "Customers can adjust the moving cover up and down through the dedicated remote control. By adjusting the cover position according to the situation or taste, you can create a line view that only sees a part of the screen, and a full view that sees the entire screen. In line view, even when not watching TV, it can be used as a watch or music mode, and in full view, you can enjoy the theme exclusive to LG OLED EVO objet collection," the company explained.
From a technical standpoint it appears to be a modified version of LG's 4K 'OLED Evo' G series, which is currently available as G1. We expect LG to introduce a new G2 model at CES 2022 in January but it is most like a separate product from the ART90.
LG has explored the concept of combining OLED with moving parts for years. In 2018, a patent application surfaced revealing that LG had been toying with the idea of using moving speakers to switch aspect ratio on an OLED TV between 21:9, 16:9 and 4:3, depending on the content. LG has also explored other premium TV concepts such as the 'wallpaper OLED', which was discontinued earlier this year.
The 65-inch LG 65ART90 will go on sale in South Korea later this month for 9.9 million Won which is approximately $8500 dollars. The company did not comment on launch plans for international markets.
LG's new OLED TV in red
- updated to clarify that only the cover can slide up and down, not the speaker