It is finally beginning to ship out almost two years after LG’s rollable OLED TV, the LG Signature Series OLED R, made a stunning debut. But the catch is more than one.
First, in South Korea, where LG is headquartered, the one-of-a-kind OLED is only available for purchase. Second, the most expensive standalone electronics ever sold may be the hypersensitive rollable. Seriously, it cost $87,000 for the package.
LG has revealed that, though in a limited fashion, its world-first rollable OLED TV is finally going on sale. The 65-inch LG Signature OLED R is now available in South Korea at seven consumer electronics stores and will cost 100 million won, or more than $87,000.
The Signature OLED R is built around a flexible OLED panel that LG defines as “the most innovative advancement in television technology in decades” with characteristic restraint. Its flexible design can partially or fully retract into its foundation, adjust to various aspect ratios, or completely cover the panel while not in use.
“The exquisite creation of LG liberates users from the wall limitations, allowing owners to curate their home environment without needing to permanently set aside space for a huge, black screen that is only useful when switched on,” the company told in a statement. For the wool speaker cover, consumers will choose from four shades, and the aluminum base can be customized with an engraving.
The Signature OLED R has faced a challenging marketing journey for such an ambitious product. At CES 2018, LG Display first displayed a rollable OLED TV prototype, and Bloomberg later announced that the display would find its way into a shipping product the following year. With plans to release it in spring 2019, LG did indeed carry a commercial rollable OLED TV to the next CES, and it never really went on sale.