LG is no longer making the Signature OLED R TV that rolls down and hides in its stand, according to Chosun, which reports LG has already repurposed the manufacturing line for other TVs.

Customer interest in TVs that can disappear in their living room space has been growing, as evidenced by Samsung’s popular Frame TVs that can transform into wall art. But at $100,000 for a 65-inch 4K TV, LG’s rollable screen was too expensive to explain away as a possibly frivolous purchase and too small to fit the lifestyles of people who might be able to afford it.

LG Display showed off a prototype rollable OLED TV at CES 2018, and another concept left Verge reviewer Chris Welch impressed in 2019 before LG finally put the Signature model on sale in 2021. As What Hi-Fi and FlatpanelsHD note, this cancellation isn’t the end of LG’s odd display concepts, and it’s already promising a transparent OLED TV later this year.

LG has had an affinity for rolling OLED display tech over the years, developing sizes fit for smartphones and laptops and even releasing devices like the G Flex series of Android phones. Although it looks like the rollable TV era is over for the company, we still have the briefcase TV. But for now, LG has one less party trick TV for your living room.