(Las Vegas, United States) The king of living rooms around the world, the large flat-screen television could soon end up in attics: South Korean electronics giants Samsung and LG are now banking on transparent, minimalist objects and connected.

“How about a screen that gives you space again? », Launched an LG executive on Monday during a press presentation of the Signature OLED T, which should be released later in the year.

“Welcome to a world that goes beyond the perfect screen,” he said, the day before the official launch, Tuesday, of the CES (Consumer Electronics Show) technology show in Las Vegas.

The new screen, presented with great fanfare, is “virtually invisible when it is turned off”, points out the company, and can thus blend perfectly with the decor of the room in which it is located.

Resembling a transparent rectangular box, this television offers, as soon as it is switched on, the viewing of programs in high definition.

But it is also possible, by playing with transparency, to display realistic ambient images – flames, swimming fish, etc. – to make it a decorative object in its own right.

Transparent TV technology is not entirely new, but companies have so far struggled to convince consumers due to high selling prices.

For its part, Samsung presented its own screen, also as transparent as glass, but equipped with light-emitting diodes (LED) for high-definition images.

“Transparent light-emitting diodes are poised to redefine visual experiences, making the line between content and reality virtually impossible to discern,” Samsung said in a press release.

Large screens have long been the stars of CES, a must-see annual event for the sector.

The Chinese electronics giant TCL, for its part, unveiled a series of more conventional models, including a “maxi size” television of 115 inches (292 centimeters diagonal).