When a big car chase is in pursuit in that movie you’re watching; the only thing holding you back from entering the scene is your TV. With LG’s advanced 3D technology, being part of all that action is just the beginning. The LG team has a new innovation up their sleeve, the immersive CINEMA SCREEN design for the new lineup of CINEMA 3D Smart TVs. Sleek design, seamless perimeter and performance at the highest caliber.

We had the opportunity of speaking with Sunggu Joe and Kangheui Cha, VP of the LG HE Design Research Lab to talk about their CINEMA SCREEN design.

The bezel thinness is so unnoticeable it’s almost surreal. How in the world did you make it disappear?
Cha: “It starts with a goal of getting the bezel down to zero. We call that essential design, focusing on creating beauty with just the essence of what TV design should be.” Joe: “We shaved all unessential materials, components, and elements, and distilled everything to a pure screen with a bezel of just 1mm. It’s a stylish fit in any living room but, when it’s on, it takes a back seat to the action.

There’s no doubt about that, and the design is drop dead gorgeous! It almost feels like the screen is floating in mid-air. How did you achieve that effect?
Cha: “It’s not just the screen that has to disappear. We also need the base to go away, so we created the ribbon stand that is what gives it the secret floating look. Together with the nearly invisible bezel, it’s pure magic.”

Cha (left) and Joe (right) talk about the magic in the CINEMA SCREEN design.

Right, but really it’s not like you can just wave a magic wand. What are some of the biggest challenges that you face when you do design in general and what difficulties did you have turning the CINEMA SCREEN design into reality?
Cha: “One thing is for sure, we can’t just design what we want and take it to market. We have to know the science and engineering. We have to know what people want even before they do. And, we have to come up with a design that’s aesthetically appealing. We call our philosophy Tesign, or design and technology put together.” Joe: “And for the CINEMA SCREEN design, it all comes down to the metal frame. Most TVs have one, but it’s covered over with a plastic frame for aesthetic purposes. Our challenge was to get rid of the thick plastic and metal frame, and we did that with a very unique pressed aluminum solution.”

With that in mind, what is the overall effect that you’re going for when you put the design and the technology all together?
Joe: “Minimizing the bezel is crucial to TV viewing. In fact, it might be the most important goal that we have. And this is especially with 3D content. The key is that we want our peripheral vision to be undistracted by anything in the room or even the TV itself. When your eyes see only pure screen, that’s what we call true immersive viewing. You can’t beat it because it’s like you’re being physically pulled into the action. You can’t beat that!”

Actually, that’s exactly what we’re wondering now. How are you ever going to beat something that’s unbeatable? What do you think the next big thing in TV design is going to be?
Cha: “That’s our biggest challenge, coming up with something even better. We’re excited about the future, and you’d be amazed at what’s coming for TV design. Flexible displays and transparent displays could change the TV scene very soon. Joe: “Or, how about a TV that you can roll up and take with you?”

An outstanding technological offering we’re sure many of you will eagerly await.