Barcelona | Rotating modules are the wow generator but at ISE, LG is also presenting numerous new products at the stand – including a prototype of its active matrix MicroLED technology.
Many people were curious about what kind of eye-catching element LG would place at the center at its ISE booth this year. Upon seeing the large LED wall, some may have been disappointed, as it closely resembled last year’s Kinetic LED. However, the 2025 edition had an interesting twist: instead of modules that move straight back and forth, the square modules now rotate on their own axis, with LEDs on one side and mirrors on the other.
Various content draws visitors to stop in front of the wall. The most popular feature, however, is a selfie function that allows people to scan a QR code, take a photo, and stylize it using AI. The photo can then be sent to the LED wall, putting the person on display. This clever feature is getting LG the attention of a lot of people.
According to Bram Haans, Head of Marketing Information Display Europe at LG, this is not just a special production for ISE, but a real product. The company plans to offer it as a complete package, including installation and maintenance—a smart approach for a solution that is so mechanically complex.
Active Matrix: New MicroLED technology
While the Kinetic AI combination attracts people to the stand, another spectacular solution is tucked away in the VIP Lounge. There, LG showcases a prototype of its Active Matrix MicroLED technology: a 136-inch display with a pixel pitch of 0.78 millimeters.
For LG, Active Matrix has the potential to shake up the market, primarily due to its production method. By combining MicroLED with LCD production processes, the cost of producing high-quality MicroLED displays can be significantly reduced. According to LG, the TFT technology used enables high contrast, while the thin panel structure also brings a high level of sharpness to the image.
Currently, LG is focusing on reducing power consumption, which is still too high for the European market. Bram Haans is confident the company will find a solution.
Lego kiosks
LG is also introducing a new generation of kiosks. While the previous model was a complete solution in terms of design, the new series is based on a modular principle. Customers can choose whether the screen should be positioned horizontally or vertically, and there are two versions available, 22 and 27 inches.
Customers can also choose between countertop, wall mount, floor stand, or back-to-back designs. The usual modules such as a scanner, a payment module, or a printer can be added. Intuiface is on board as touch technology partner.
Integrated transparent OLEDs
One solution that LG always likes to bring to ISE is transparent OLEDs, which were on display at the stand in various applications. While the product is exciting, finding mass-market use cases for it remains a challenge. A new idea is integrating transparent OLEDs into high-quality furniture. LG is collaborating with companies like Alufus to offer a fully designed product.
Against yellowing
The anti-discoloration technology, which LG introduced last summer to protect high-brightness displays from yellowing, is demonstrated at ISE with a direct comparison.
No manufacturer likes to show a yellowed display on their stand, but LG used it to vividly illustrate the difference. “We really believe in the technology, which is why we set up the comparison,” says Bram Haans. The protective function has official UL certification – the only one awarded to a digital signage display, according to LG.
E-paper displays
LG is also making its move into e-paper: a 32-inch display is shown at ISE, with a 75-inch version also on show in a non-public area.
LG is presenting the e-paper displays as part of its green signage strategy – keeping energy consumption as low as possible. This is why the new 65US5P-E display with 65 inches was shown together with the e-paper, which consumes up to a third less power – 66 kilowatt hours per 1,000 hours according to the EU energy label.
Green signage display
Responsible for this reduction is the technology M+, which LG has had in its portfolio for some time. As Bram Haans explains, it was previously used to increase brightness. Now, in the 65US5P-E, it is used to maintain the same brightness while consuming less energy.
In line with this, the company showcases a Magnit LED with a pixel pitch of 0.94 millimeters in the Tech Zone, where energy consumption has been further reduced. The installation of the LED has also been simplified.
LG Business Cloud
In addition to the numerous hardware features, LG also emphasizes software. With new features like DooH Ads, launched just before ISE, the company aims to offer its customers complete solutions, from screens to software.
The LG Business Cloud serves as the foundation, with additional elements like remote device management and specialized vertical modules, such as Supersign for digital signage, available for customization. Bram Haans acknowledges that the various names, some of which have evolved over time, can be confusing. However, LG plans to continue educating the market and expanding its software offerings. Similar to the rotating Kinetic wall, LG aims to provide a complete package.
