LG DISPLAY - Shelf

Art Direction, VFX, Visualization, Sound Design

The OLED Shelf reimagines the role of the television in modern living spaces by seamlessly blending advanced display technology with refined interior design. Rather than treating the screen as a dominant technological object that demands attention even when turned off, the OLED Shelf embraces a more architectural and integrated approach. Moving away from the traditional 16:9 format, it adopts a balanced, square-shaped display that feels more like an intentional design feature than a conventional TV. Using LG’s transparent OLED technology, the display visually recedes into its surroundings when not in use, transforming from an active screen into a subtle and elegant piece of furniture. This concept reflects a larger cultural shift—where technology becomes less intrusive and more supportive of calm, balanced living environments.

In addition to its visual discretion, the OLED Shelf was designed to offer a high level of functional flexibility. A rollable black light shutter allows the display to become fully opaque for optimal viewing when desired or remain transparent to preserve a sense of openness and lightness in the space. This adaptability enables users to control how the screen integrates into their home, depending on the moment or mood. The design also incorporates soft ambient lighting and hidden surround-sound speakers, turning the display into more than just a screen—it becomes a multi-sensory centerpiece that creates atmosphere and comfort, much like a modern digital fireplace.

Through the OLED Shelf, Phoenix Design and LG Display explore how advanced technology can be harmoniously woven into the fabric of everyday life. Rather than standing out, the display becomes part of the home’s visual and emotional landscape, enriching spaces without overwhelming them. This concept challenges the traditional notion of technology as a focal point and instead presents it as an enabler of emotional well-being and aesthetic harmony. It demonstrates how thoughtful design can elevate technology into something that enhances both lifestyle and living space in a quiet, sophisticated way.