LG’s Gallery TV Turns Living Rooms into Mini Museums—Samsung, Take Note

The Frame finally has company

LONDON—On a rain-lashed Tuesday that felt more like November than July, LG gathered a small circle of curators, designers, and binge-watchers inside a former textile warehouse near King’s Cross. The mission? Unveil a television that doubles as wall art when the credits roll.

‘We’re not selling pixels; we’re selling silence,’ said Park Hyoung-sei, LG’s European product chief, gesturing toward a matte-finished panel that flicked from a Turner sunset to the latest episode of Severance without a visible seam.

What exactly is the Gallery TV?

Officially christened the LG OLED65G3, the 65-inch set is only 20 mm thick and ships frameless. A magnetic walnut or brushed-steel bezel snaps on in seconds, letting owners match décor faster than swapping Spotify playlists. An ambient-light sensor continuously tweaks colour temperature so a Klimt gold doesn’t look jarringly neon at dusk.

Specs that still matter to cinephiles

• 4K 120 Hz OLED evo panel with MLA (Micro Lens Array) tech—LG claims a 70 % brightness jump over last year’s C2.
• 0.1 ms response time and AMD FreeSync Premium Pro, making it a stealth gaming monitor.
• webOS 24 integrates Apple AirPlay 2, Google Cast, and a new ‘Art Only’ mode that keeps only the gallery app alive, slashing power draw to 38 W.
• Included wall mount recesses the set flush; no gap, no tilt, no drama.

Art store or subscription trap?

LG will charge £4.99 a month for unlimited access to 1,500 works—think National Gallery classics, Saatchi-curated photography, and rotating drops from digital collectives. Buy any piece outright and it’s yours even if you cancel. Early adopters get 12 months free, a not-so-subtle lure to build the habit.

Price and the Samsung shadow

Pre-orders open next week at £2,999, undercutting Samsung’s 65-inch Frame by £200 while promising deeper blacks and a faster processor. Retailers whisper that John Lewis has already re-allocated prime window space, signalling a bloody Christmas skirmish.

The verdict, for now

LG’s Gallery TV doesn’t just mimic a painting; it behaves like one—turning itself on at dawn, dimming when the room empties, signing off when the lights go out. Whether that magic is worth three grand depends on how much you hate seeing a black rectangle over the mantelpiece. One thing is certain: the war for your living-room wall has never looked prettier.