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LG Display turned more than a few heads at last week’s Society for Information Display (SID) conference where it demonstrated the “world’s first” 77-inch flexible and transparent OLED display.

The 4K display, described as 40 percent transparent, can be rolled up to a radius of just over 3 inches without compromising functionality.

Under the theme of “Display Your Lifestyle,” the Seoul, Korea-based company showcased a variety of OLED TVs, including 55- and 65-inch UHD Crystal Sound OLED displays with rear-mounted exciters that vibrate the screen to project sound and high-resolution automotive displays based on Low Temperature Polycrystalline Silicon (LTPS) technology.

LG Display also introduced a 12.3-inch Quad HD (QHD) automotive display it says can replace conventional analog instrument clusters, a 16.2-inch display for front-seat passengers, and a 14.3-inch Center Information Display that incorporates touch technology.

“LG Display is proud to have a pioneering role in the 50-year history of LCD innovations by introducing world-first and world-best technologies such as IPS,” said Dr. In-Byeong Kang, executive vice president and chief technology officer at LG Display. “We will continue to create innovations in the display industry by establishing a new display paradigm with OLED technology and opening another revolutionary chapter of display history.”