LG Electronics Unveils Artwork Featuring 'Rollable OLED TV' at Frieze London

Continuing F.U.N Experiences with the OLED Art Project Collaborating with World-Renowned Artists

An LG Electronics model is viewing an installation art piece using the rollable OLED TV 'LG SIGNATURE OLED R' located at Frieze London. / Photo by LG Electronics

[Asia Economy Reporter Kim Pyeonghwa] LG Electronics is showcasing the artistic value of LG OLED TVs at the world art fair 'Frieze London 2022,' held in London, UK, for five days starting on the 12th (local time).

To participate in this exhibition, LG Electronics collaborated with Tobias Rehberger, a master of the art world who won the Golden Lion at the 2009 Venice Biennale. Rehberger utilized the key feature of the rollable OLED TV, which can roll up the screen to hide it, to realize the theme of camouflage in his work 'Into the Maze, 2022,' which is being presented for the first time at Frieze London.

The artist created the entire 143㎡ space as an artwork and installed various-sized sculptures stacked like cubes inside the work. The walls, floor, and sculptures were all wrapped in black-and-white geometric patterns. Two LG SIGNATURE OLED R units and three LG OLED Evo units (two 77-inch and one 65-inch) displayed videos capturing the movement of geometric patterns harmonizing with the surrounding space. At this time, the LG SIGNATURE OLED R was hidden within the sculpture with the screen rolled up, then unfolded in sync with the music, creating an optical illusion as if the video and space became one.

LG Electronics explained that this exhibition is part of the OLED Art Project. Based on OLED's overwhelming picture quality and flexible product form factor, LG continues to collaborate with world-renowned artists such as Anish Kapoor, Kevin McCoy, and Barry X Ball. Through the OLED Art Project, which inspires and unites with art, LG plans to solidify its leadership as a premium brand. For consumers interested in art, LG will continuously provide F.U.N experiences that are First, Unique, and New.

Oh Hyewon, Vice President and Head of Brand Communication at LG Electronics HE Business Division, said, “Through the OLED Art Project, which combines innovative technology with art, we will continue to provide a uniquely different customer experience exclusive to LG OLED TVs.”

This content was produced with the assistance of AI translation services.