It's taken the wraps off a frankly stunning television, in the form of the LG Signature OLED T, a huge 77-inch transparent TV.
That's right, when the Signature OLED T is off it's basically an ever-so-slightly opaque sheet of glass that you can see through to whatever you've got behind it. This is tech that's been in the offing for a while, but hasn't looked like actually getting to consumers until now.
You can use the Signature OLED T in that transparent mode for some really cool viewing experiences, including a bunch of demos that LG is showing off at CES, but the TV also crucially has a contrast screen that it can pull up behind the display.
This brings it way closer to a traditional OLED in terms of contrast and darkness, so you almost get the best of both worlds (although even with that screen up it still won't quite match a more traditional flagship from LG's OLED range in terms of brightness).
The TV is wireless, too, apart from its power supply. It uses LG's now-established Zero Connect Box to beam its audio and video by line-of-sight so that you don't have to worry about cluttering things up with a whole bunch of cables behind your TV stand.
Back to that all-important transparency, though, and LG has also added an always-on mode to the Signature OLED T, which will let you use it as a sort of holographic background display if you want.
The CES demos make this look really trippy, with an aquarium mode to give your room some movement and life, but also a simpler dashboard to let you see the time and weather at a glance, almost like a gigantic smart display.
As is pretty common at a big trade show like this, we don't know exactly when the TV will actually be available to buy - LG is pinning it to some time in 2024, without getting more precise than that.
Even more crucially, we have no indication of pricing. These bleeding edge flagships (in fact, borderline proof-of-concept) TVs often run into crazy territory, though, so don't expect it to come in at any less than a few thousand pounds if we're lucky.