This Loewe bild x concept is a statement OLED TV if ever we’ve seen one

Loewe is looking to shun the idea that TV screens should be hidden away or disguised with its bild x concept, an OLED TV with a frame that appears to be inspired by a futuristic take on art-deco design. 

While Loewe hasn’t revealed the complete dimensions of the bild x – it’s just a concept, after all – its wafer-thin panel is surrounded and suspended by a magnet leaden gold-coloured metal frame that has the type of design language featured in retro-future movies and games. Bethesda’s Prey, in particular, springs to mind. The display itself uses a plastic OLED panel designed to make it lightweight and flexible so it can be moved easily in and out of the frame

Designed by Loewe’s creative director Bodo Sperlein, the idea behind the bild x’s striking aesthetic – much like other high-end TVs from Loewe – is to make the TV a centrepiece of the room it’s in, rather than something that should be bungled away in a convenient corner or mounted onto a wall like a bland rectangular black mirror.

Aside from the gold frame, the bild x adds another level of louche design in the form of a marble or steel disk shaped unit set just off-centre in the frame which houses the TV’s electronics, thereby keeping the TV slim and clean looking.

Sperlein claims the combination of the base unit and the metal frame has been inspired by the way sails are attached to ship masts. Whether that design direction is immediately evident is open to interpretation, but Loewe does note it allows the bild x to have a modular system that can see the TV upgraded at a later date with fresh electronics.

At the moment, the bild x concept is just that, a concept. But Loewe said it is still working on a final design and experimenting with how to better hide cables away in an elegant design-focused fashion. Loewe is not alone in experimenting with different and striking TV designs, as B&O’s BeoVision Eclipse demonstrates.

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