LG Electronics Inc. has unveiled a new TV designed to mimic framed artwork, following a trend popularized by competitor Samsung Electronics Co.

The device, named the Gallery TV, is set to launch in 2026 in 55- and 65-inch models, LG announced Monday ahead of next week’s CES consumer technology show.

Similar to Samsung’s “The Frame,” LG’s version will allow users to select from a variety of stylish, interchangeable bezels.

While Samsung has not shared recent sales figures for The Frame, other manufacturers, including Hisense and TCL, have launched their own versions.

LG said the Gallery TV targets “interior-conscious consumers” and is designed to display artwork when not in use.

It falls under LG’s “Lifestyle” line of TVs, which also features unconventional products such as a portable smart screen and even a briefcase TV.

The Gallery TV will feature LCD panels rather than the more vivid OLED screens used in LG’s high-end models, a company spokesperson told Bloomberg, likely a move to keep prices comparable to Samsung’s offerings.

LG has not yet announced pricing; by comparison, the 2025 65-inch Frame TV retails for over $1,500.

LG said this “Gallery Mode” was developed with input from museum curators.