LG is showcasing an OLED-inspired art campaign at London’s renowned Saatchi Gallery, where the electronics giant’s TVs give new life to famous work from contemporary art’s biggest names.

Hinging on the the concept of time, LG’s art show “Media art; reinterpreted time” is already special as it features work from many of the industry’s most celebrated practitioners, including Damien Hurst, Yayoi Kusama, Banksy and Ufan Lee. But this is not your typical exhibition. Instead, a team of specialists at London’s Royal College of Art – one of the world’s most renowned postgraduate art and design universities – are giving famous works like Hurst’s THE S/H/A/R/K a new lease of life by digitally remastering them through the medium of LG’s OLED TVs.

Using the self-lit OLED as “a digital canvas”, the artists present a range of unique perspectives on the passing of time via the 20 LG OLED TV models, including G1 Series OLED evo, Z1 Series 8K and LG Signature OLED R rollable TV. The exhibition also features diverse pieces from up-and-coming artists such as Je Baak, Luke Stephenson and Ruofan Chen, who use the digital medium as a way to explore the intersections between tech, life and art.

A strong example is the acclaimed video installation series, The Moment & Morpho Luna, from South Korean artist Je Baak. Consisting of data-based pieces he calls “metabio art”, his work explores the biological causal relationship between the metaverse space and actual space. Interested in the meeting point between Charles Darwin’s Theory of Evolution and Zen Buddhism, Je Baak communicates his core concepts through three LG OLED TVs – models 65R1, 65G1 and 88Z1. According to LG, it is precisely because of the OLEDs’ ability to deliver vibrant colours, infinite contrast and flexibility that Je Baak can create such a depth of feeling to the point his work is palpable.

LG’s use of OLED technology results in what the Saatchi Gallery calls “lifelike colours… deep blacks and a contrast ratio that maximises immersion and realism.” Allowing the artists to explore their subjects of choice in versatile ways through the TVs’ high picture quality, LG says the digital canvases “blur the line between the real and digital worlds, perfectly preserving the artists’ creative intentions.”

In An Incomplete Dictionary of Show Birds, British photographer Luke Stephenson uses four 77-inch LG G1 Series OLED evo TVs to portray various species of birds. Stephenson captures a specific moment in time to explore the tension that exists between nature and construct in his art, exploiting the televisions’ qualities to maximise the dramatic colours and details of each work of art.

London-based artist Ruofan Chen also showcases a set of visually-striking digital pieces that address the emotional connection between humans and the natural world throughout time. LG’s rollable OLED TV is central to one of her exhibited pieces, standing between precisely-arranged tree branches, contrasting technology with our natural environment and exploring “the connection between the inorganic and the organic”.

LG’s “Media art; reinterpreted time” follows a recent partnership with art fair Frieze London and is the next step in LG’s series of artistic programming. The company is following up on the show with a unique visual and spatial experience featuring a number of LG OLED TVs at the Saatchi Gallery in December 2021, until the exhibition moves to other regions in 2022. And with the show’s success, LG expects its campaign to continue to bring attention to digital canvases “as an important aspect of cutting-edge modern art.”

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