Cunningly disguised as a landscape photograph, this is Sony's E4000 series Picture Frame TV, designed to fit in with a wide range of decors thanks to the availability of four colour frame options.
Apparently 'Inspired by the new Draw the LINE concept by Sony', the LCD screens come in a choice of 26in, 32in and 40in sizes.
The sets also have Sony's Picture Frame mode, meaning they can display either pre-loaded images, or your own pictures from a USB memory device slotted into the side of the screen, when you're not watching TV.
The 32in and 40in models are Full HD 1080p designs, with 24fps handling available across the range, while the 40in model also supports x.v.Colour and uses a 10-bit LCD panel.
Sony's Bravia Sync remote capability is standard across the range, and all the sets have integrated Freeview and HD tuners, three HDMIs and two Scarts.
All the models can be wall-mounted, with the 32in KDL-32E4000 and 40in KDL-40E4000 models also coming with a table stand and the 26in KDL-26E4000 being freestanding. The screen surrounds are available in Midnight Sky, Aluminium, Pearly White and Dark Walnut.