luxury TVs Tag

How Do I Define a Luxury TV?

How Do I Define a Luxury TV?

I’m thinking about upgrading my living-room TV, a five-year-old UHD TV that doesn’t support HDR. The process of choosing a new TV has me thinking seriously about a question that several Cineluxe writers have already attempted to answer: How do I define the term “luxury”?

 

For me, luxury simply means going beyond what you deem necessary in a given purchase. Whether it’s cars or watches or speakers, we all have a standard in our minds of what the base model is, the thing that will get the job done in the manner we want it done. And then there’s the thing that goes beyond, the thing that delivers a higher-quality experience that may not be necessary but is oh so delightful.

The standard is different for each person, which means the luxury is different for each person. I’m generally a frugal (okay, cheap) person. When I shop, I tend to start at a base model and actually talk myself down to something less. The plus side of that approach is that the luxury bar isn’t set terribly high. Sometimes just buying a brand name feels like an indulgence.

 

But that mentality goes right out the window when we’re talking about TVs. I’ve been a video reviewer for over 10 years, so I’ve had the good fortune to spend time with the creme of the crop in the TV category. I’ve had a taste of the best, and it has definitely raised the baseline standard of what I demand from a TV.

 

I won’t buy a new TV that can’t deliver a true HDR experience—by that, I mean it must have a great black level, above-average peak brightness, and support for both HDR10 and Dolby Vision. And since manufacturer review samples tend to be 65-inchers, I’ve grown accustomed to that screen size—anything smaller just won’t cut it.

 

Those requirements already set a baseline that’s higher than what the average person deems necessary in a TV, which is causing quite the internal battle between my inner cheapskate and my inner videophile over what’s essential in this purchase.

 

The (ahem) frugal side of me is leaning toward a midrange 65-inch LED/LCD TV—something with a local-dimming full-array LED panel and a respectable amount of peak brightness. As we discussed in a recent podcast, the performance of these midrange TVs has gotten so good 

that the vast majority of people will be truly blown away by the picture quality. My mind knows that these are very good performers that have the features I demand. They check all the right boxes. It’s a no-brainer.

 

But my heart has something else to say on the subject. It longs for the luxury of the far pricier OLED TV. I know rationally that, from a features standpoint, an OLED TV doesn’t really bring anything more to the table than those midrange LCDs. And while its performance is certainly better, it’s not two or three times better, which is how much more you’ll pay for a similar screen size—and that’s if you go with the “budget” OLED option. The true luxury purchase would be a flagship model like LG’s Signature W8, whose picture quality is essentially identical to lower-priced models in LG’s line. You’re paying for the sex appeal.

 

Ultimately, luxury lives on a sliding scale that’s determined entirely by our personal experience. Once you’ve experienced the Nth degree of performance and design—be it in a TV, a speaker, a control platform, or even a lighting system—your baseline is bound to shift.  You may know you don’t really need it, but it’s hard not to want it.

Adrienne Maxwell

Adrienne Maxwell has been writing about the home theater industry for longer than she’s
willing to admit. She is currently the 
AV editor at Wirecutter (but her opinions here do not
represent those of Wirecutter or its parent company, The New York Times). Adrienne lives in
Colorado, where she spends far too much time looking at the Rockies and not nearly enough
time being in them.

Ep. 4: Luxury TVs 2019

After show hosts Michael Gaughn and Dennis Burger have the briefest possible discussion of the most boring Super Bowl ever, they’re joined art 4:14 by Cineluxe contributor John Sciacca and Wiirecutter AV editor and Cineluxe contributor Adrienne Maxwell to discuss the state of luxury TVs in 2019. At 21:54, the discussion shifts to the many things movie-streaming services like Netflix and Amazon have to do to make themselves more user-friendly. And the episode closes at 38:21 with everyone naming the things they feel are most neglected in mass culture.

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CLICK HERE TO CHECK OUT MORE EPISODES OF THE CINELUXE HOUR

High-End TVs Get Design Friendly–Finally

High-End TVs Get Design Friendly--Finally

LG’s OLED88Z9PUA 88-inch 8K TV

If you’re looking to create a multi-use luxury entertainment space in your home, chances are you’re eyeing a direct-view TV over a projection system. That’s not a given, mind you, since there are still any number of reasons to go with a projector. But these days, TVs are where it’s at, especially in terms of picture quality and value.

Still, you’re right to worry about packing a big monolithic black box in the front of your room, or hanging it on the wall of your immaculately decorated entertainment space. The good news is, TV manufacturers are finally starting to devote as much attention to interior design as they are to industrial design, at least at the higher end of the market. In fact, that’s one of the things that truly differentiates luxury TVs from more budget-oriented models these days.

 

In her latest piece, Adrienne Maxwell does a great job of breaking down the current state of the TV market from a performance perspective. But as she hints toward the end, performance isn’t everything. I recently replaced my old TV—a 65-inch flagship UHD model from one of the top manufacturers—with a mid-priced 75-inch model with Dolby Vision capabilities. (The old one only supported HDR10 high dynamic range.) The 75-incher retails for less than half the price the 65-incher did just three years ago, yet it positively blows its pricier forebear out of the water in terms of contrast, color reproduction, screen uniformity, and practically every other picture consideration that matters.

Turn off the screen and turn on the lights, though, and I start to miss my old TV a little. This new overachiever, for all its performance advantages, just kinda sits there. It’s a big, blah rectangle with four spindly feet protruding from the corners that do nothing to conceal the cables connected to the back of the set.

 

Compare that with the new and upcoming slate of flagship offerings from a number of manufacturers, and you can start to see where the high end is really differentiating itself. With little room left to grow in the picture department, today’s upscale-TV makers are decking out their offerings with all sorts of niceties meant to turn TVs from a design vice into a design virtue.

(sorry about the music)

Here are just some of the ways manufacturers are exploring the new frontiers of TV design:

 

Reframing the TV as Art
Samsung’s “The Frame” solves the problem of TV wall clutter by transforming itself into a legitimate piece of artwork when you turn it off. LG does something similar with its Gallery Mode, which uses your TV to display scenic vistas from around the world, updated for every season of the year, when it’s not in use.

Reshaping the TV Itself
Whether you’re looking for something like LG’s rollable OLED TV introduced at CES, or something more radical like the Micro LED displays that are being teased for future public consumption, odds are good that tomorrow’s luxury TV won’t even look like your typical notion of a TV at all. The rollable model literally shrinks into its combination pedestal/built-in sound system like an upside-down window shade. And Micro LED displays consist of Lego-like modular building blocks that let you build a vibrant screen to fit any space, irrespective of traditional notions about display size classes.

High-End TVs Get Design Friendly--Finally

Rethinking the Pedestal
Instead of the awkward stand you’re used to seeing, display designers are exploring new and varied ways of making sure your TV stands up straight. Take a look at Sony’s A9F Master Series OLED (shown above), for example, which sets itself apart with an innovative origami-style kickstand that makes the display positively captivating to look at from the back and sides. LG’s OLED88Z9PUA (say that three times fast) also takes a new approach to the tired old TV stand by affixing the massive display to the top of a simple, elegant open shelf that sits on the floor instead of on a credenza.

 

Whatever form your next display takes, I honestly believe we’re approaching a time in which near-perfect performance is just taken for granted at any price. And when we get there, manufacturers won’t be able to use geeky specifications like nits and dynamic range and awful “smart TV” interfaces to sell displays anymore. What will define the luxury TV of the future is how it fits into your lifestyle, even when—or especially when—it’s turned off.

Dennis Burger

Dennis Burger is an avid Star Wars scholar, Tolkien fanatic, and Corvette enthusiast
who somehow also manages to find time for technological passions including high-
end audio, home automation, and video gaming. He lives in the armpit of 
Alabama with
his wife Bethany and their four-legged child Bruno, a 75-pound 
American Staffordshire
Terrier who thinks he’s a Pomeranian.

Luxury TVs Come on Strong at CES

Luxury TVs Come on Strong at CES

Samsung’s 75-inch Micro LED TV

In a time when you can get a free 50-inch 4K TV as an incentive to buy a smartphone (see below), it’s pretty obvious that larger-screen flat-panel televisions are no longer considered luxury goods. They’re a commodity, spit out en masse in specific shapes, colors, and sizes. And while you still have to pay more to get better performance, you don’t have to pay that much 

more to enjoy a pretty darn good-looking picture. Companies like Vizio and TCL have seen to that.

 

This presents a challenge for specialty dealers trying to design higher-end luxury AV systems with larger screens, especially now that many of those systems are moving out of dedicated theater spaces where front projection is the display method of choice. How do you incorporate these huge, often generic-looking boxes into a high-end media room in a truly elegant way?

 

In the world of luxury home entertainment, design matters just as much as picture quality. (I know videophiles may 

bristle at that statement.) Thankfully, as evidenced by the recent CES trade show, TV manufacturers like LG and Samsung haven’t forgotten this segment of the market. Both companies showed off some truly drool-worthy TVs that push the design envelope.

 

For the past few years, LG’s OLED TV lineup has been a great case study in how to sell to the high-end market, and this year’s line is no different. Purely from a performance perspective, the new C9, E9, and W9 series should all be pretty much the same (i.e., awesome).What you get as you move up the price chain are design enhancements.

 

The entry-level C9 has a pretty straightforward look, the step-up E9 has a nicer picture-on-glass aesthetic, and the W9’s “wallpaper” design puts all the electronics in a separate box to give you that gloriously thin, sexy form that OLED promises. This year, LG upped the ante even further by adding a flagship Z9 that increases both the resolution (to 8K) and the maximum screen size (to 88 inches, a first for OLED) to appeal to customers who want a larger, more immersive screen.

Luxury TVs Come on Strong at CES

But the design that really had everyone talking was LG’s new rollable OLED TV (shown above). The screen hides inside a stylish metal cabinet until you’re ready to watch it, at which point it gracefully rolls up into place. We’ve been teased by the promise of rollable OLED for a while, but this is a real-world product that will ship this year, albeit only in a 65-inch screen size.

 

Samsung’s “The Frame” and Serif TVs, which cater specifically to the more design-conscious shopper, have been around for a while. But this year the company is putting its flagship QLED performance into them, which means you’ll get the best of both worlds: Performance and design. The Frame, in particular, is a cool, well-executed concept.

 

One of the most promising and potentially game-changing TV technologies is Samsung’s Micro LED, which can combine the thin form and gorgeous black levels of OLED with the high brightness levels of LED/LCD. But perhaps the most enticing feature for the 

luxury market is that the tech is both modular and scalable. At this year’s show, Samsung displayed a 219-inch Micro LED display dubbed “The Wall,” but also a more real-world 75-inch model. (Getting the Micro LED modules down to smaller sizes is the current challenge.) You’re also not locked to a 16:9 aspect ratio—you can configure the display

however you want, à la a video wall. Check out this video from the show (above).

 

So, can a TV still be a luxury item? Heck yeah it can. I, for one, am really excited to see these new designs come to life in real-world settings.

—Adrienne Maxwell

Adrienne Maxwell has been writing about the home theater industry for longer than she’s
willing to admit. She is currently the 
AV editor at Wirecutter (but her opinions here do not
represent those of Wirecutter or its parent company, The New York Times). Adrienne lives in
Colorado, where she spends far too much time looking at the Rockies and not nearly enough
time being in them.