Between tradition and innovation
Hyundai
For decades, television design has followed a familiar trajectory – bigger screens, thinner profiles, and sharper resolutions. LG is breaking with these familiar viewing habits and launching the first transparent OLED TV for home use. The LG SIGNATURE OLED T represents a dramatic shift in how we think about displays. More than just a television, it redefines the relationship between technology, space, and home aesthetics. The innovation behind the TV stems from a long design journey that began with the OLED Shelf concept, which was awarded a Red Dot in the Red Dot Award: Concept Design 2022 and culminated in the world’s first transparent 4K OLED TV with true wireless video and audio transfer.
From OLED Shelf to Transparent TV: A New Design Philosophy
The OLED Shelf concept introduced the idea that a screen could be more than a black void when turned off. Instead, it can blend seamlessly into the living space, functioning as part of the environment rather than a separate device. The designers at LG took this concept further by envisioning a transparent display that could serve as both a media screen and an integrated piece of home decor.
“We have always believed that ‘less device, more environment’ is not just a trend but a human instinct,” the LG design team explains. Traditional TVs, with their imposing black screens, often dominate the living room, creating a visual interruption. Inspired by the way other household appliances, like refrigerators and washing machines, integrate into home spaces, LG sought to do the same with televisions. The transparent OLED technology was the key to solving this challenge, making the display nearly invisible when not in use while still delivering a premium viewing experience.
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Designing Presence in Absence
The LG Transparent OLED TV-77T4 is designed to be a part of the home rather than an object within it. Its minimalist aluminium frame, composed of thin lines and surfaces, resembles modern furniture rather than traditional electronics. By applying wireless AV transmission, the design eliminates all cables except for a single power connection, maximising the feeling of openness in a room.
One of the challenges in designing the transparent TV was striking the right balance between presence and invisibility. The designers aimed to create a product that could be a focal point without overwhelming the space. The result is a modular design that can be used as a standalone screen, a shelf-integrated display, or even a partition – adapting seamlessly to different living environments.
Innovation Meets Emotional Comfort
A key concern with cutting-edge technology is ensuring it doesn’t feel cold or alien in a home setting. The design team approached this by prioritising transparency as an element of familiarity rather than futuristic spectacle: “This allowed us to focus on how it sits in our environment and what can be customised and used efficiently in different lifestyles”. The goal was to make the screen an organic part of everyday life, rather than a high-tech anomaly.
Beyond its aesthetic appeal, the SIGNATURE OLED T also transforms the viewing experience. With an Always-On Display (AOD) function, it offers a 3D-like effect. Additionally, a motorised fabric screen shade allows users to switch between a transparent mode and a traditional black screen with the press of a button, catering to different viewing needs.
The World’s First Transparent 4K OLED TV
While transparent OLED technology has existed for years in commercial applications such as digital signage, LG’s Transparent OLED TV-77T4 is the first transparent OLED TV designed for home entertainment. Announced in December 2024, it combines 4K resolution, true wireless video and audio transmission, and a sleek, modular design tailored for consumer use. Unlike previous prototypes, which were often limited to industrial or experimental settings, this model is a fully realised product that bridges technology and interior design.
Red Dot: Best of the Best 2025
The Red Dot Jury praised the LG Transparent OLED TV for its groundbreaking innovation, highlighting its seamless integration into the home interior and its advancement beyond previous transparent screens. The jury noted that more than just a display, the TV doubles as a decorative element, blurring the line between technology and furniture. Its ability to merge cutting-edge design with everyday living spaces left a strong impression and impressed the Jury across the board who awarded a Red Dot: Best of the Best in 2025.
From Vision to Reality: How Design Concepts Shape the Future of Innovation
The Red Dot Award: Design Concept plays a key role in shaping the future of design by providing a dedicated space for experimental thinking and visionary creativity. It allows designers to push boundaries and explore unconventional approaches without the constraints of immediate market viability. This early stage of ideation often lays the foundations for products that go on to redefine entire industries. By encouraging bold concepts and celebrating innovation before it becomes reality, the competition acts as a catalyst for the next generation of transformative design solutions.
What began as a visionary concept with the LG OLED Shelf has now evolved into a groundbreaking consumer product, proving the competition’s role in shaping the future of design and technology. By breaking away from the conventional TV format, LG has not only redefined what a television can be but also opened the door to a new era of home entertainment – one where technology enhances the space rather than disrupting it.
