Based on technological advances, TV sets have undergone enormous developments over the years providing maximum viewing comfort by boasting ultra-high-definition images. Against this backdrop, the flexible 77EG9900 4K OLED TV impresses with a concept that offers users a novel type of adjusting the unit to both their individual needs and viewing preferences. This design approach has been facilitated by a 77” display that is not only light and ultra-thin but also flexible and bendable. The display thus allows for free variable adjustment of its plane and curvature, while the size of the display and the actual viewing distance are also taken into account for an optimum ratio between the two, depending on the viewing angle. Interestingly, the bending process of the display itself is almost imperceptible to the naked eye. Thanks to a slim bezel with a width of only 9 mm, the housing of the OLED display can pliably curve or flatten, whereas the curvature is already achieved by applying only minimal force. Users can comfortably adjust the screen’s curvature by remote control, selecting from a flat plane to a maximum curvature of 4000R. This high-definition TV set also fascinates users with an overall design of strict lines and a successful reduction to essential elements. The design merges outstanding luxurious comfort with the subliminal experience evoked when users subtly adjust the display curvature to enhance their individual needs and desires.