LG Electronics Officially Launches Sales of Innovative 'Rollable TV'

'LG Signature OLED R' TV.

[Asia Economy Reporter Dongwoo Lee] LG Electronics recently held a private event introducing the world's first rollable TV, the 'LG Signature OLED R,' and will officially begin sales this week.

According to industry sources on the 18th, LG Electronics plans to officially launch the rollable TV through an online video on the 20th. Starting with domestic sales on that day, the company plans to actively enter the global market next year.

The LG Signature OLED R offers a differentiated user experience. While maintaining overwhelming picture quality, it allows customers to unfold the screen when watching and roll the screen back into the main body when not in use.

The exterior uses real aluminum, and the speakers are covered with fabric from the luxury brand Kvadrat, creating a classic yet luxurious design. The launch price is 100 million KRW, set twice as high as the existing highest-priced LG TV, the Signature 8K OLED 88-inch model.

Considering it is a premium product with a new form factor, marketing also emphasized differentiation. After exhibiting the rollable TV at Hyundai Department Store Mokdong branch in August, the product was unveiled last week to VVIPs at the Banyan Tree Club & Spa Seoul hotel in Jung-gu, Seoul.

The product was first revealed at CES 2019, the world's largest ICT (Information and Communications Technology) exhibition held in Las Vegas, USA, in January last year. It received attention as the world's first rollable TV, winning the Innovation Award at CES 2019 and the Best Innovation Award at CES 2020.

LG Electronics plans to continuously explore opportunities to share the ultra-premium lifestyle presented by the LG Signature OLED R with more customers and lead innovative product development.