LG 시그니처 OLED T

A large TV screen can detract from the aesthetics of the living room when not in use. In places with significant space constraints, the presence of a TV can be burdensome, making it difficult to harmonize home decor with digital devices.

The LG SIGNATURE OLED T features a transparent screen, employing an innovative display that appears as a clear TV when viewing but shows the background behind it like transparent glass when turned off [67].

This prevents the TV from disrupting the interior like a window or glass cabinet when it is not on, and it blends with the design of the wall on which it is installed. When needed, it can display artwork or information in digital gallery mode, serving as an artistic object. The implementation of transparent OLED technology in a consumer TV is unprecedented, and it is differentiated by significantly enhancing space utilization and aesthetic value.

The primary target is individuals (B2C) aiming for luxury interiors and high-end customers. Additionally, museums, galleries, and showrooms (B2B) may purchase it for use as a transparent display.

Transparent OLED is gradually being used commercially, but it is in its early stages for home use. LG is leading the way, and application markets such as window-type displays and vehicle HUDs can also be developed in the future. Although the price will be very high, it is significant that the first step towards commercialization has been taken from a technology demo.

It garnered attention at CES as "the future of the living room." While its technological innovation is highly recognized, it is also considered closer to a "symbolic product," making generalization seem distant.

Critics view it as LG showcasing its display technology, while from a consumer perspective, it is seen as a showpiece that is difficult to appreciate the value of yet.