LG Electronics is going to introduce a new platform for trading irreplaceable works of art (NFT) and expand the customer experience enjoyed on TV.

LG Electronics announced on the 5th that it has launched an “LG Art Lab” service in the United States that allows experts in the art field to appreciate and trade NFT works carefully selected NFT works. It can be run on personal computers (PCs) and smartphones as well as smart TVs released after 2020.

LG Art Lab regularly presents new NFT works recommended by experts. It is possible to buy works on a smartphone through QR codes in a dedicated app on TV. Purchased NFT works can be viewed on TV screens or registered in LG Art Lab Marketplace to be sold again.

An official from LG Electronics said, “We plan to provide customers with differentiated experiences beyond ordinary TVs by adding new experiences of trading works to appreciating artworks enjoyed with high-definition TVs.”

The first NFT work scheduled to be released this month at LG Art Lab is the work of Barry x Ball, who was recently presented at Freeze, one of the world’s top three art fairs held in Seoul.

LG Art Lab is based on blockchain platform Hedera and Walipto, an independent cryptocurrency wallet developed by LG Electronics. LG Electronics has participated in Hedera Steering Committee since 2020 and has been researching blockchain prior technologies.



It is also strengthening its service to appreciate works of art using TV. △ Examples include Drops Gallery, where you can enjoy NFT works stored in Kakao Digital Wallet Clip on TV, △ OLED Gallery Service, which appreciates various artworks from around the world through LG OLED TV, and K-Fine Art, which collaborates with Polstar Art to enjoy domestic works for free in OLED galleries.

Collaboration with the art field is a marketing dimension to emphasize the ‘image quality’ of its OLED TVs. An official from LG Electronics said, “Through the OLED art project, we are strengthening the brand leadership of ‘Old TV that inspires art and prefers artists’ by highlighting the strength of self-luminous OLED with overwhelming image quality that differentiates from LCDs.”

LG Electronics also exhibited the work of Kevin McCoy, a digital artist famous for being the founder of NFT art, on OLED TV at the Freeze held in New York in May.

Park Hyung-se, head of LG Electronics’ HE business division, said, “LG OLED TV will continue to provide differentiated services to expand the artistic value implemented by artists to customer experiences through different images.”

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