Samsung has revealed a rotating television that doubles as a mirror for smartphone displays.

The Korean tech giant’s new swivelling 43-inch QLED panel, dubbed The Sero, is aimed at millennial consumers looking for a bigger screen to watch social media videos in their often native vertical format.

seros Samsung Reveals Rotating, Smartphone Mirroring TV

[The Sero in its vertical orientation.]

The Sero sits alongside Samsung’s artsy The Serif and The Frame televisions, and beyond smartphone mirroring through NFC, is also intended for use as a streaming music hub, digital photo display, clock, and piece of home decor.

The Sero also includes a microphone for Bixby support and a 4.1-channel, 60-watt sound setup.

Samsung has opened a pop-up store in Seoul to show off The Sero and its accompanying “lifestyle” televisions until early June.

A Samsung press release (translated from Korean) quotes a price tag of 18.9 million Korean won, though Engadget is reporting a price of 1.9 million won.

The Sero is expected to go on sale in Korea from late May.

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