LG Electronics Exhibits Artwork with OLED TV at Global Art Fair 'Frieze'

[Asia Economy Reporter Su-yeon Woo] LG Electronics opened a solo gallery at the Frieze Art Fair, one of the world's top three art fairs, showcasing artworks created with innovative technology and design of OLED TVs.

LG Electronics announced on the 17th that it participated in the international art exhibition Frieze Art Fair held for five days from the 13th (local time) at Regent's Park in London, UK. At this exhibition, LG Electronics collaborated with Damien Hirst, a leading British artist and a world-renowned contemporary art creator. This is the first time an electronics company has participated in the Frieze Art Fair and operated a solo gallery.

Visitors at the Frieze Art Fair in the UK are enjoying Damien Hirst's artwork on the rollable OLED TV, LG SIGNATURE OLED R, at the LG Gallery. Photo by LG Electronics

The Frieze Art Fair, which began in 2003, is a representative art fair in the UK and is considered one of the world's top three contemporary art fairs alongside France's FIAC and Switzerland's Art Basel.

LG Electronics created a gallery in a 150㎡ space using about 10 LG OLED TVs, including the LG SIGNATURE OLED R, LG SIGNATURE OLED 8K, and LG OLED Evo. Under the exhibition theme "The History of Painting," Damien Hirst's representative works are expressed with vivid image quality only possible with OLED.

Visitors to the LG Electronics gallery can enjoy Damien Hirst's works in various ways, from the originals to digital artworks reborn to fit the differentiated form factor of OLED TVs. For example, a work that shows brilliant colors like looking into a kaleidoscope by connecting thousands of butterfly wings was newly created through a production where the rollable screen rolls in and unfolds.

LG Electronics also attracted visitors' attention with an exhibition booth design that extends the eco-friendly elements of OLED TVs. LG OLED TVs use less plastic and have excellent resource efficiency compared to conventional LCD TVs. The LG Electronics booth applied a minimal design with minimal decorations and was made using reusable fabric.

LG Electronics is actively expanding the OLED Art Project, which broadens collaborations in the art field by leveraging the strengths of self-emissive OLED. This aims not only to expand contact points with premium customers but also to inspire art and establish a brand image of TVs preferred by artists.

LG OLED TVs emit light from each pixel independently and can freely control it to express delicate image quality. All LG OLED TV products use panels that meet 100% "color fidelity," which evaluates the difference in brightness, saturation, and hue between the original and the screen, certified by the global certification body Intertek.

Hyung-se Park, head of LG Electronics' HE Business Division, said, "LG OLED TV is not just a device that shows artworks through the screen but a TV that itself becomes a work of art," adding, "We will strengthen LG OLED TV's brand leadership by expanding the OLED Art Project, which features differentiated image quality and innovative form factors."