LG has unveiled five OLED TV ranges for 2017: B7, C7, E7, G7 and W7. There are 10 new models in total. W7 sits at the top of the tree and also happens to be a member of LG's Signature range of high-end, lifestyle products. The 4K HDR TV comes in 77in and 65in screen sizes and is due to hit stores during the first week of April.
Given that the W in W7 stands for ‘wallpaper’, there’s only one place we can start. At 2.57mm thick, W7 isn't quite as thin as your average sheet, but LG's flagship OLED TV is still one of the thinnest of its kind.
The W7 is a flat OLED TV by nature, but LG was more than happy to show off its flexibility. A machine was flexing the panel along one edge - but, despite the additional stress, the movement didn't appear to affect any areas of picture quality.
The W7's minimalist appearance is aided by a new wall-mounting system that uses ultra-slim magnetic brackets to secure your set top and bottom. The slimness of the mount's design allows you to get the TV virtually flush with your wall. All in all, it doesn't take a design guru to come to the conclusion that the W7 looks stunning - and that it should be able to blend easily into any environment.
More after the break
Like the rest of LG's OLED TV range, the W7 will support four different flavours of HDR in 2017. Dolby Vision, HDR 10, HLG (Hybrid Log-Gamma) and, new for 2017, Advanced HDR by Technicolor.
LG's OLED TVs now also boast HDR Effect, a feature which processes non-HDR content frame by frame, to improve brightness in specific areas, enhance contrast ratios and render more precise images.
Given the W7's svelte chassis, you'd be forgiven for wondering where all the connections are. They are all hosted in the soundbar that comes supplied with the set.
It's quite a sizeable unit that's almost as wide as the 65in W7. It supports Dolby Atmos and features upward-firing drivers that rise up from either end of the bar.
The socket count includes four HDMI inputs, three USB connections and one optical input - and one umbilical cable to connect the bar to the screen.
LG's TV operating system gets a tweak for 2017. WebOS 3.5 looks similar to earlier iterations but brings added features including the ability to assign buttons to your favourite content providers, a Magic Zoom feature so you can get closer to the on-screen action, and even support for 360-degree VR content.
The 77in and 65in W7 at CES 2017 were mainly showing the difference between Dolby Vision HDR and standard 4K content. It was your usual tradeshow fare - numerous static images including vast landscapes, seascapes and various colourful patterns.
And first impressions are promising. Both up close and from a distance, colours appear bold but not overbaked. This is matched by a decent amount of punch, brightness and detail.
One particular canyon scene had blacks and dark shadow detail at bottom of the image, which worked its way up to a desert landscape, pierced by blue sky and powerful sunlight.
The test content didn't have much in the way of motion, though, so it was difficult to get an idea of how the W7 handles slow or more frenzied movement.
A noisy showfloor is a tough place to show off the talents of any audio product, but LG gave it a decent go. There was a dedicated booth where a W7 and its partnering soundbar were mounted.
Clearly the bare walls were an attempt to deliver an environment that would encourage reflections and the impact of overhead effects - and to an extent it worked. However, the cube wasn't completely isolated from the hustle and bustle of CES and sound quality was inevitably tainted by noise leaking into the room.
The Dolby Atmos effect seems decent enough. There was one jungle scene which consisted of a mixture of heavy rainfall and powerful, piercing thunder cracks. The soundbar did a reasonable job of making you feel as though you were sheltering from the deluge under the forest canopy.
There's a decent sense of weight given the subwoofer is built into the soundbar, but with the combination of bare walls and outside noise, it was difficult to discern any real sense of refinement.
MORE: Best TVs of CES 2017
As with any flagship TV spotted on the CES show floor, we'd be slightly worried if the images on display didn't look up to scratch. But we have to say the LG W7 didn't disappoint in our brief time with it.
Of course, pricing has to be taken into account and with the 65in W7 set to cost $8000 (UK pricing is yet to be confirmed), we're hoping the premium demanded by this range is reflected in the performance on offer.