Loewe unveils the world’s first Syno-Stone TV

Premium TV brand Loewe has unveiled a new designer TV which is the world’s first to be made from ‘Syno-Stone’: a hygienic solid surface mineral that has been made from original recycled materials locale (which can be recycled again) but looks like concrete.

Developed by Anders, a materials and carpentry specialist based near Loewe’s hometown of Kronach in Germany, the Iconic isn’t just a fancy concept TV you’ll only see at tech shows. It will actually go on sale in the UK in November in 55- and 65-inch variants, priced at £6,499 and £7,999 respectively.

Both screen sizes will be available in Graphite Gray and Clay White versions, and both sizes will also feature an integrated soundbar tucked behind a sleek fabric panel seamlessly attached to the bottom edge of the Iconic’s screen. .

This soundbar offers 3.1 channels of audio powered by a remarkable 360W of power and supports playback of Dolby Atmos, DTS:X, multiroom via Play-Fi and WDAL. You can even expand the Iconic’s sound system to a full 5.1 surround sound system by adding two optional wireless front speakers, two optional wireless rear speakers, and a wireless subwoofer (the Loewe klang mr1, mr3 and mr5 respectively). Note, however, that these external speakers are not Syno-Stone.

The Iconic’s minimalist and eye-catching Syno-Stone design houses a 4K OLED display capable of playing HLG, HDR10 and Dolby Vision high dynamic range formats. The use of OLED technology means that each pixel in the Iconic’s display can provide its own light independent of its neighbors, which should result in pristine black levels, punchy local contrast and viewing angles. much wider than you tend to get with TVs. that use competing LCD technology.

As you’d expect given their cost and, I suspect, weight, Iconic TVs come with Loewe’s Premium Service, which means the TV can be set up and installed for you by a specialist Loewe dealer.

The Iconic really looks like a bold statement of intent from Loewe. The brand has only recently re-entered the UK TV market after being forced out in 2019, so it makes sense from a marketing perspective to create a truly eye-catching TV like the Iconic. More intriguingly, however, the Iconic sees Loewe invading the kind of ultra-premium TV market territory typically occupied pretty much exclusively by Bang & Olufsen, when we would generally expect the German brand to try to keep a little clear blue pricing water between him and his Danish rival.

Whether this is part of an ongoing strategy to target an even higher-end customer than in the past or whether the Iconic is a one-time event associated with Loewe that is pulling out all the stops to develop a flagship model that made headlines. What the Iconic certainly shows, however, is that Loewe seems to be taking his resurrection on British TV very seriously.

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