LG’s rollable TV has finally gone on sale nearly two years after its initial debut, at the cost of £66,000.

The 65-inch Signature OLED R, which is now on sale in South Korea, features a 3mm flexible screen that can roll up like a projector inside an aluminium frame.

The 4K display can be pulled out partially from the frame, giving users the option to see a smaller screen with information such as the time and weather. Users can also pull the screen out further to play ultra-wide-ratio films.

LG said it wanted to create a device that would allow homeowners to curate their living rooms without having to permanently set aside space for a large, black screen.

Park Hyoung-sei, president of LG Home Entertainment, said the TV “genuinely deserves to be called a work of art”.

“This is a true luxury product that re-imagines what television can be, this unique TV delivers a differentiated user experience and a new way of thinking about space while once again confirming LG’s leadership in the premium TV market,” he said.

The technology behind Signature OLED R was first unveiled two years ago at the Consumer Electronics Show in Las Vegas but the company was forced to delay its release due to issues such as low durability.

The entry of the rolling screen into the consumer market is likely to pave the way for a wealth of new products over the coming years. Samsung is reportedly exploring how rolling screens could be used in smartphones.

Earlier this year, the company showed off its Sero rotating TV, which would allow users to view the screen vertically. In 2010, Sony revealed its own rolling LED prototype.

It is also believed to be exploring use of the technology in a smartphone. The electronics giant described the unit as the “definition” of exclusive with a limited run of the TVs expected. The company did not comment on when it will be available in the UK.