LG Launches 77-Inch "Wallpaper" TV at Video and Audio Center
A 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.
Video and Audio Center Tapped for the Launch
LG’s decision to allow Los Angeles retailer Video and Audio Center to be ground zero for the launch of the 77W7 is not a surprising move. The company, which is run by Joseph and Mayer Akhtarzad and has several locations around LA, has been the home of many major technology launches over the years, including—most recently—the first 4K Blu-ray player.
The fact that manufacturers continually tap the company to help launch products (as opposed to, say, a standard press conference) is a nod to both the success of their business and the manufacturers’ continued commitment to the brick-and-mortar retailer.
“We’re able to show consumer acceptance better than anyone else. You don’t see that at a press conference,” Tom Campbell, senior technologist at Video and Audio Center, said in an interview withTechnology Integrator. “Manufacturers realize that we’re able to help show consumer acceptance and excitement through our in-store events. And the press can talk directly with manufacturers and consumers right here in our store.”
Campbell explained that the continued interest shown by consumers has been a factor in the store getting exclusive retail access. The store, in turn, has seen business double over the past year.
“It’s because manufacturers are launching new and meaningful technology,” he said. “Early adopters want to be the first ones to get the latest tech. And today’s consumers are early adopters.”