LG introduces rollable OLED TV prototypes at CES 2024, highlighting flexible display technology
LG unveiled its Signature OLED T, a rollable and transparent 77-inch OLED TV prototype, at CES 2024 held January 9–12 in Las Vegas. According to LG, the TV features a wireless transparent OLED panel combined with a mechanically deployable opaque contrast layer, marking a significant advancement in flexible display technology.
When the contrast layer is lowered, the screen operates in a see-through mode, allowing viewers to see objects behind the display and enabling mixed digital-physical viewing experiences such as digital art overlays. Raising the contrast layer transforms the TV into a conventional opaque OLED display, improving contrast and black levels for traditional viewing. The opaque film rolls down into a box at the base of the unit, which also houses part of the electronics and serves as a structural stand, LG officials said during CES 2024.
The Signature OLED T features a 77-inch 4K transparent OLED panel paired with a mechanically deployable opaque contrast layer that can be raised or lowered at the press of a button, according to LG.
The OLED T integrates LG’s Alpha 11 processor, the company’s latest high-end TV chipset announced for its 2024 premium OLED lineup, and runs on the webOS smart TV platform. The TV uses LG’s wireless video and audio transmission system, which separates signal inputs from the panel to reduce visible cabling. According to LG and multiple CES reports, the screen requires only a single power cable, while HDMI and other sources connect to a separate wireless module housed in a “Zero Connect” style box positioned away from the display. This architecture allows for flexible placement in open spaces such as in front of windows or in the middle of a room without clutter from cables.
Demonstrations at the Las Vegas Convention Center from January 9 to 12 showcased the OLED T displaying moving digital art, ambient scenes, and user interface overlays while maintaining transparency to the background environment. LG and third-party videos highlighted use cases involving decor integration, such as placing the TV in front of shelving or windows where physical objects remain partially visible through the screen. The contrast layer can be raised to create a cinema-style viewing mode and then retracted to restore the transparent visual presence, officials said.
LG has positioned the Signature OLED T as a next-generation innovation in flexible and novel form-factor display technology, building on several years of rollable and transparent OLED demonstrations at previous CES events. The company’s earlier Signature OLED TV R, introduced at CES in Las Vegas, was the world’s first rollable OLED TV featuring a panel that rises from and retracts into a base. That model offered Full View, Line View, and Zero View modes and was tested to tens of thousands of roll-up and roll-down cycles, according to LG. The OLED T represents an evolution by combining a transparent OLED panel with a rollable contrast layer rather than a fully rollable main screen, sources confirmed.
LG officials and multiple reports indicated the Signature OLED T is planned to go on sale later in 2024, initially in the 77-inch size only. As of CES 2024 coverage, LG had not announced final pricing, though several outlets noted the price is expected to be very high. An ecoustics report cited LG’s confidence that the T-series will be available in late 2024, though detailed specifications and region-by-region availability remain pending. Industry commentary framed the OLED T as a halo or flagship design piece aimed at early adopters and luxury buyers rather than the mass market at launch, similar to the trajectory of the earlier Signature OLED TV R rollable model.
CES 2024 visitors had the opportunity to experience the OLED T at LG’s booth alongside other advanced display technologies. The event ran from January 9 through January 12 at the Las Vegas Convention Center, where LG positioned the OLED T as a centerpiece of its exhibit. Reviewers noted the TV’s nearly cable-free appearance from the viewer’s perspective and the seamless mechanical operation of the rollable contrast film. The transparent OLED panel allows for new living-room layouts that do not require a solid wall behind the television and reduce the visual dominance of a large black panel when the TV is turned off, according to LG’s presentation and third-party coverage.
LG’s development of rollable OLED TVs spans several years, including a 65-inch rollable 4K OLED prototype shown by LG Display at prior CES events. The company continues to advance flexible OLED technology through iterative demonstrations and engineering work focused on durability and user experience. The Signature OLED T’s introduction at CES 2024 marks the latest step in LG’s strategy to innovate in flexible and transparent display formats.
