LG has revealed a consumer version of its roll-up TV set at the CES trade show in Las Vegas.
The Signature OLED TV R is built on a concept unveiled last year, in which the screen retracts into a base when not in use so it is less obtrusive.
LG plans to sell the device in the US before the end of 2019, but has yet to reveal the month or price.
Experts say the technology is unlikely to become a mass-market proposition for many years to come.
“It’s a 4K set rather than 8K, so you could argue there’s a compromise there – but otherwise this is a very high-end design that is going to be very costly,” commented Jack Wetherill from the consultancy Futuresource.
The South Korean firm also showed off another TV that will compete with the fold-out model for flagship status: a 88in (224cm) model that was described as being the biggest OLED set to date.
Much of the presentation about it centred on its use of machine learning to finesse its picture quality.