Tech leviathan LG introduced its ‘rollable’ television as a prototype about two years ago, setting a new standard for the upper end of the TV market. The production version followed toward the end of last year, bringing to the home electronics market an $87K set with a 65-inch screen that discreetly disappears when not in use.

This week, the company announced that it’s opening the order books for the ultimate tube. The price has been finalized for the U.S. market, and comes in at $100K. That’s a huge premium for a disappearing-screen design, and the television will appeal to trophy-lovers needing a new conversation piece.

The OLED R’s picture quality is founded in LG’s Alpha 9 Gen3 processor, an AI-enhanced design, and self-lighting — or ‘self-luminous’ — pixels. Three view settings are featured in the design of the rollable television, including a semi-open screen setting for use when listening to music. The base packs a 100-watt Dolby Atmos and Sound Pro system.