LG has unveiled its latest 55-inch OLED TV set, the LG 55EA8800, which will return to a more traditional flat shape.
The company's previous OLED efforts (and indeed those of its rivals) have adopted a curved format for superior viewing angles, but of course they have been less suitable for wall mounting. Perhaps that's why the company has chosen to dub this new flat effort the LG Gallery OLED TV.
LG is really running with the Gallery theme, too. Besides a wall-happy shape, the new TV features a faux art mounting. This in turn conceals a 'Canvas Speaker' - LG's term for its 2.2 channel integrated speaker set-up.
In addition, the TV will come with a special Gallery Mode that enables you to view high resolution images of famous artworks from Vincent van Gogh and Paul Gauguin. Or your own family snaps, if you're not buying into this whole arty theme.
As before the LG 55EA8800 sports LG's WRGB technology, which adds an extra white sub-pixel for superior contrast and vibrant whites.
LG hit the market with the world's first OLED TV back in July, so it's perhaps unsurprising that it's the first manufacturer to be ready with a slightly more practical form factor for the fledgling TV technology.
The company will be showing off the LG 55EA8800 at IFA 2013, which kicks off in Berlin on September 6. Here's hoping it costs a little less than the £10,000 LG 55EA9800, eh?
Next, read our Best TVs 2013 round-up.