It looks like a Samsung Serif TV (and made its first appearance in the exact same place, the Milan Design Week), which inspired a wave of hatred in me, but which quickly dissipated as it increased when I learned of plus what Panasonic is actually trying to do. This is the showcase. It's not a TV, but more like a piece of smart glass. With a wooden frame outside and a corner glass front, Vitrine, co-created by Panasonic, Vitra and designer Daniel Rybakken, was developed after two long years of research and development. What essentially is a harmless display that does not require attention or space. Built with a transparent OLED screen integrated into the glass, the Vitrine combines art, design and technology. Unlike most televisions that become a large black mass when turned off, the Vitrine oscillates between being a lit screen and a clear case for the things behind (books, toys, figurines, trophies, photographs) when it is turned off.
Panasonic has not yet outlined any solid use case for Vitrine, but it is probably because it exists as a single prototype with no launch date. When combined with intelligent loudspeakers, the Vitrine is able to provide notifications, reproduce visuals while listening to music, or simply display environmental graphics together with information such as time, calendar or time. The Vitrine is currently on display at the Vitra stand (stand B07 / C12, pavilion 20) at the Salone del Mobile in Milan until April 14th.
Designers: Panasonic, Vitra and Daniel Rybakken