Client
LG
Project
Signature OLED TV
Year
2016
Services
Industrial Design
Design Strategy
Product Design
Visualisation
In 2016, television design suffered from predictable, plastic-framed archetypes. LG invited us to run a design sprint to inject fresh thinking into their Signature TV range. Working alongside their UK and Korean teams, we explored how home entertainment could feel architectural, homely and impossibly light. We challenged the status quo with concepts that used visual illusion and honest materiality. The results reimagined televisions not as black boxes, but as considered pieces of interior architecture.
We hosted ideation workshops internally and alongside LG stakeholders. We dug into two core themes: lightness and architectural warmth. LG needed concepts that broke away from standard technological forms. Our goal was to turn black screens into desirable furniture.
We rethought how televisions interact with surrounding space. One concept folds a metal sheet behind the screen, turning the rear surface into a functional wall shelf. Another idea wraps tactile fabric around the soundbar to disguise the speaker hardware. Every concept bridges the gap between technology and home furnishings.
To deliver lightness, we challenged traditional television support structures. One concept uses clear glass supports to lift the display, with a compact sheet on the left concealing cables. The screen appears suspended from a single side, creating an impossible visual levitation. Another proposal pairs a glass backstop with forward-kicking bent metal legs to anchor the frame gracefully.
Throughout the sprint, we prioritised simple ideas and premium materials. We celebrated precision manufacturing processes rather than disguising them. Brushed metal, structural glass and fine textiles replaced typical plasticky finishes, elevating the television into an architectural statement.
