The Philips DesignLine TV - unveiled earlier this year - has arrived in Selfridges' London store for a two-week exclusive period of sale.
Priced at £2,800, the glass-fronted design TV is essentially the same 55-inch panel as the latest 55PFL8008 1080p model, except it's mounted on a large sheet of glass that extends to the floor. Although technically not a freestanding set - there's a bracket mount included to fix it to the wall - it's all about the leant-back illusion such a design aesthetic adds.
Complete with the company's patented Ambilight technology - which illuminates the rear wall with real-time colour shifts that seemingly extend the picture - the top-spec Philips panel looks stunning to our eyes.
With 4K tech on the approach, however, we do wonder if the life of 1080p panels is limited in 2013. Philips, now majority-owned by TP Vision, is yet to reveal its Ultra-High Definition hand, instead pushing its Ambilight technology as its unique selling point.