LG Electronics LG70 LCD television

Liquid crystal display (LCD) televisions have taken longer than plasma screens to function optimally at large sizes, but are now fast becoming the dominant of the two technologies. Recognising this, Korean electronics giant LG asked Seymourpowell to develop a 'truly eye-catching' LCD model for a worldwide launch.

Challenge
Building on an existing relationship with LG in developing mobile phone concepts, Seymourpowell design director David Fisher put together a six-strong team for the LCD project. In setting a product design strategy, the team decided to focus on the TV screen itself and developed a brief that would conceal much of the remaining components in an integrated industrial design.

Response
The structural design of the LG70 is formed as a super-thin 'teardrop' which tapers to a point at the base of the television, where it blends from opaque to translucent. The effect is that the unit seemingly disappears into nothing, apparently floating when poised on its stand.
Continuing this theme of elegant invisibility, the product uses cutting-edge flat speaker technology to distribute the sound evenly, whilst completely concealing the speakers within the unit itself. This focuses the viewer's attention entirely on the backlit screen, from which emerges an 'invisible sound'.

Result
The LG70 was chosen as a flagship model by LG when it launched worldwide in 2008.