The highly anticipated addition to LG Electronics’ SIGNATURE OLED TV W line gets its official U.S. launch today at Video and Audio Center in Los Angeles. LG announced that its 77-inch class “wallpaper” TV—the most awarded TV at CES 2017—is now available to consumers through retail for $19,999.
“The 77-inch LG SIGNATURE OLED TV W is truly a modern home masterpiece,” Rick Calacci, senior vice president, home entertainment sales, LG Electronics USA, said in a statement. “With LG’s industry-leading OLED technology, Dolby Atmos sound, and a razor-thin profile, the 77W7 beautifully combines cutting-edge technology with an unmatched design that is sure to be the focal point of any living room. And only LG offers picture-on-wall and picture-on-glass powered by OLED.”
The 77W7 joins the 65-inch class Picture-on-Wall TV (65W7) as flagships of the LG’s expansive OLED TV lineup.
The rest of the 10-TV lineup includes four Picture-on-Glass models (the 77- and 65-inch class G7 and 65- and 55-inch class E7 OLED TVs), as well as the 65- and 55-inch C7 and B7 models. All LG OLED TVs are available at Video and Audio Center.
“It’s been an amazing journey, this evolution that we’ve gone through with OLED,” Calacci said in an interview with Technology Integrator. “Most consumers say that a TV is just a TV. But if you give them a chance to get in front of one of our OLED TVs, and especially our new line of wallpaper TVs, they’ll realize that this is not just a TV.”
Asked why they went with Video and Audio Center to bring their new 77W7 to the retail market, Calacci said it has everything to do with location. “They’re in the Mecca of tech,” he said. Further, LG wanted to ensure that consumers could experience their product and get the best white glove service available.
“This is not a product you should have online,” Calacci said. “You want consumers to see the product. And we wanted to be sure we had the most knowledgeable salespeople explaining the product. And from there, you want to have the right people in place to help the customer install this TV in their home.”
The design of the 77W7, which was on display at CES 2017 in January, is simply stunning. The picture is unmatched in its own right. But then there’s the actual form factor of the TV. LG was able to design a display that sits around one-fifth of an inch off of the surface it’s mounted to, and the semi-flexible design makes mounting (which is done using magnets rather than hardware) a little bit easier. And because it’s so slim, all of the electronic components are housed in the Dolby Atmos-enabled soundbar that ships with the TV.