Setting new records in consumer tech is always an odd topic for a pretty obvious reason: the relentless advancement of technology means new “firsts” arrive on a near daily basis. Despite that, LG is pretty proud of its newest first-ever creation, and it’s hard not to be impressed by it. The company just revealed the “world’s first” 77-inch flexible OLED display, complete with transparency and 4K resolution. Would you ever need such a thing? Of course not, but just look at it.

The screen is a stunner. It’s extremely thin, and can achieve an impressive 40 percent transparency. It’s so flexible that it can be rolled up into a tube just over six inches across and still remain completely functional. For a display that is nearly six and a half feet on the diagonal, that’s a pretty impressive feat, and gives the whole thing a very surreal look when draped over an edge, like so:

Why would anyone need such a peculiar display? Well, there are a number of possibilities here. Turning it into a capable television would obviously require a bit of work on LG’s part, and even if it is feasible (which it may not be), it wouldn’t make much sense to have a flexible screen fixed to a flat wall anyway.

However, a similar screen could be a godsend for advertisers and really anyone who needs an ultra-portable high-resolution display that they can roll up and roll out at will. Imagine taking something like this to a tailgate party, or bringing it to a friend’s house to watch a flick or sports in 4K. It’s definitely cool, but as with all first-evers, concepts like this are always years away from implementation, if they ever reach consumers at all.

Mike Wehner has reported on technology and video games for the past decade, covering breaking news and trends in VR, wearables, smartphones, and future tech. Most recently, Mike served as Tech Editor at The Daily Dot, and has been featured in USA Today, Time.com, and countless other web and print outlets. His love of reporting is second only to his gaming addiction.