When televisions were based on picture tubes, we made the bulking sets look flat. When the first generations of flat screens appeared we used that experience to design light-looking televisions. With flat screens 2.0 every television is flat – with flat sound, flat experiences and flat entertainment. They all have the same indifferent look.
We want to bring excitement and rich experiences to the flat screen. Bring full sound to the image, bring quality into the form and materials, and add a kind of magic that gives the user a lasting sense of pleasure.
The ever larger screens must be a welcoming element in your living room without being dominant. We have to solve the things that are normally left unsolved. Like hiding cables and integrate the television nicely to your home decor, which gives you flexibility to where you can place the television. When all surfaces are carefully attended to, including the back, it will transform itself from a panel and into a piece of furniture that you actually want to bring into your living room.