SEOUL: LG Electronics is showcasing its products and technologies under the theme of ‘Display, now the real world comes to you’ at CES 2021. The company is emphasising on the redefined role of displays in the contactless era as well as presenting various display solutions optimised for the lifestyle of customers during CES.

LG Display is presenting cutting-edge display products through 11 lifestyle theme zones organised to not only demonstrate the excellent picture quality of OLED displays but also to introduce how displays can provide solutions for upgraded and more convenient lives. By doing so, the company will highlight three values of displays, which are ‘Natural Reality’, ‘Lifestyle in Harmony’, and ‘Better for People’. Furthermore, the company stresses the role of a ‘display that cares about people’ by showing functions that are safer and designed to protect users’ health.

LG Display’s new 77-inch OLED display shows significant progress in picture quality through newly developed and highly efficient materials as well as the addition of a layer to the display, thereby improving its efficiency by around 20 per cent. Higher efficiency means that the display improves its brightness to realize more vivid images.

LG Display is planning to apply its advanced next-generation OLED technology to high-end TV models that will be launched this year and gradually expand its adoption. In addition, the company is set to strengthen its lineup by producing 83-inch and 42-inch OLED TV displays starting this year, adding to the existing 88-inch, 77-inch, 65-inch, 55-inch, and 48-inch OLED TV displays. It also plans to significantly expand its mid-range TV display lineup down to the 20-30-inch range, enhancing not only TV, but also gaming, mobility, and personal display options.

It will also introduce differentiated products such as film cinematic sound OLED (Film CSO), which is able to feature an even slimmer design and to generate sound directly from the screen without separate speakers.

While 200,000 displays were shipped during the first year of OLED TV production in 2013, the number of units shipped reached 4.5 million last year, and LG Display plans to expand that to between 7 and 8 million displays this year to solidify its competitive advantage in the next-generation TV market and accelerate the OLED trend.

“Through the evolution of OLED, LG Display will expand its differentiated competitiveness and market dominance in premium TV markets,” said LG Display executive VP and head of the TV business unit Chang-ho Oh.

The company will also demonstrate a variety of professional display products for monitors and laptops, ranging from 15.6-inch to 27-inch to 31.5-inch displays. These are premium IT products incorporating high-definition IPS LCD technology, which has been recognised as being comfortable for the viewer’s eyes.

The Smart Home Zone will feature a bed with a 55-inch transparent OLED named Smart Bed, which you can use to check weather information or watch movies. At the push of a button, the Smart Bed’s 55-inch Transparent OLED display rises from its frame to show information or TV contents in various screen ratios without compromising its clear image quality. The Smart Bed display’s movable frame can easily be taken to various locations in a house to serve the diverse needs of users.

The Game Zone will present the best gaming environment, providing the ultimate sense of realism with visual immersion and vivid sound through LG Display’s 48-inch bendable cinematic sound OLED (CSO) gaming TV, which is being unveiled for the first time in the world. It can be turned into a flat screen while watching TV or used as a curved screen while gaming for an extreme immersive viewing experience. With the company’s CSO technology, this OLED display vibrates and makes its own sound without the use of speakers.

Moreover, LG Display is proposing a new display concept needed for consumers in the contactless era caused by Covid2019. The Restaurant Zone will recreate a sushi bar environment, in which a 55-inch transparent OLED and a 23.1-inch in-touch display are installed in the space between customers and chefs, allowing menu checking and ordering to be easily done via these displays.

In the case of the Metro Zone, it will give passengers the chance to check route maps or weather and regional information on a 55-inch Transparent OLED display installed on a subway train’s windows, while they will still be able to enjoy the view outside with high transparency.

The Retail Zone will also introduce 29-inch and 23.1-inch in-touch products, making it convenient to order and pay in a contactless environment at various consumer stores.