Presented during Salone del Mobile 2019, Vitra and Panasonic, along with the designer Daniel Rybakken, unveiled a dynamic head turning object. The Vitrine is a transparent OLED screen that resembles a glass cabinet but when switched on it transforms into a TV.
The object is crafted from a wooden frame holding what appears to be a pane of glass, which blends in naturally into any contemporary living space when it’s not in use. According to Panasonic’s designer Michael Shadovitz, “vitrine converts from a passive object into a lively and dynamic element, from something meant to be seen into something meant to be watched”.
Vitrine’s prototype is the result of a two-year conceptual collaboration between both brands, which exchanged ideas on how to evolve the television into a lifestyle product that would fit with the interior design of a space.
Rybakken, the Scandinavian designer, explains that “the model carefully balances between art and design,” he continues “as a screen it no longer dictates its placement nor its role in the living space.” According to the designer, the dominating large black surface is “instead transformed into something that can highlight what’s behind, what’s displayed or nothing at all.”
The prototype was on view at Vitra’s stand at Salone del Mobile, and even though Panasonic hasn’t announced plans to commercially market the product, it will next be on display in Tokyo Panasonic’s new show space.