Now you see it, now you don’t. LG has impressed the Las Vegas crowds at CES 2019 with its Signature Series OLED TV R, which can be rolled up like a newspaper when not in use.

In its normal "Full" mode, the TV screen sits on a chunky stand, but press the right button and it will descend into this aluminium case, vanishing from view like a magic trick.

Why? Good question. Other than impressing houseguests, LG says the design is intended to maximise space, stopping a big black screen from cluttering your living room when it’s turned off.

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Between completely-on-show and completely-rolled away, the LG Signature Series OLED TV R has a "Line View" mode, where the screen is only partially unfurled. In this setting, the TV can show the time and weather or cycle through photos shared from a smartphone.

When it’s properly unrolled, the 4K OLED TV measures 65 inches. Tucked away, the storage base can double up as a soundbar, playing audio with a 4.2-channel, 100W front-firing Dolby Atmos system.

The technology has already been shown by LG, during last year’s CES , but this is the first time it’s attached to a commercial product. The company hasn’t given any information about price, but says it plans to sell the LG Signature Series OLED TV R in the US before the end of 2019. No word yet on a UK release. Expect it to be incredibly pricey when it comes.

LG also unveiled a 88-inch 8K OLED TV, which it says is the biggest of its kind on the market. 8K has been a bit of a theme during this year’s CES with Sony and Samsung also showcasing enormous 8K screens . All of these made much of how they come with clever techniques to upscale content for 8K; essential given that there’s currently a dearth of it.