LG said the product, which uses flexible OLED display that leverages self-lighting pixel technology, is designed to deliver a differentiated user experience to high-end consumers and strengthen its position in the premium TV market. Its name ‘R’ contains the meaning of ‘revolutionary,’ ‘rollable’ and ‘redefine the space,’ according to the home appliance maker.

 The 65-inch TV model named RX is highlighted by its screen that rises from a box and can be rolled up inside.

 Depending on how much the screen has rolled up inside the base, it provides three different viewing options for users to design interior space.

 While the full view option is for watching TV, the line view option exposes only a part of the screen and offers five different stylish modes: music, clock, frame, mood and ThinQ home dashboard to check conditions of other smart devices inside the house.