LG Electronics teamed up with the renowned artist Damien Hirst in a stunning visual art exhibition that showcased the incredible accuracy and realism of its iconic OLED televisions.
The move is the latest in a string of promotional events staged by LG that aim to raise awareness of the quality of its OLED displays. The “SELF-LIT” campaign, as it’s called, saw LG present what it said is an entirely new genre of art, LG OLED Art, at the influential Frieze London contemporary art fair last week.
LG said it partnered with Hirst, one of the U.K.’s most best-known contemporary artists, in a unique exhibition where it demonstrated digital renditions of his creative works alongside the originals. The idea, LG explained, was to show viewers the extraordinary accuracy of the OLED display’s colour reproduction and the infinite contrast it’s capable of, enabling the works to be reproduced exactly as the creator intended.
The exhibition, LG OLED X Damian Hirst: A History of Painting, took place in dedicated LG OLED space. LG became the first consumer electronics brand to ever showcase works at the art fair. As LG explained, the concept focused on exploring the creative potential of innovative technology and how it can be a powerful partner for new developments in digital art.
Some of Hirst’s major works were on display, including a selection of paintings from his Kaleidoscope and Spin series, together with self-lit digital reproductions of those works. Besides, Hirst also unveiled “The Currency”, which is a collection of 10,000 NFTs that contain high-resolution images of the front and back of each artwork, reproduced on LG’s OLED displays.
LG said art enthusiasts could see the works on a selection of its premium OLED TVs. They included it iconic ‘rollable” OLED TV, the LG Signature R, its stylish LG Signature OLED 8K TVs, as well as the art-inspired LG G1 Gallery Series that doubles as a digital art picture frame when not in use.
In addition to its collaboration with Hirst, LG is expanding the SELF-LIT project to a second exhibition. It’s partnering with Lux: New Wave of Contemporary Art exhibition, which is running at 180 The Strand in London from now until December 18.
This one will have a slightly different flavour, with LG teaming up with installation artists such as Refik Anadol and Es Devlin to demonstrate their creativity using an installation of more than 100 OLED displays, including regular OLED TVs, signage solutions and its transparent OLED displays. LG promises visitors will be treated to a “mesmirising” visual art display at the event that’s inspired by “groundbreaking” technologies.
