BOE Alta TV

Challenge

BOE set out to create its first consumer product: a premium television that would move beyond the appearance of a technical device and become a distinctive object within the home.

The challenge was to combine advanced display technology with a minimal, timeless design language while creating a strong and recognizable product identity for an international market.

Result

As part of the Industrial Design team at Lunar Europe, I supported the development of BOE’s first consumer product from early concept exploration through to its market launch in 2015.

The final design is defined by two interlocking volumes, an ultra-slim screen and a single-cable solution. Together, these elements create a clear, elegant product architecture that transforms the television into a piece of furniture rather than a conventional electronic device.

My role covered design research, concept development, physical model making, packaging design and implementation support. Close collaboration with BOE’s technical teams, model makers and suppliers in China was essential to preserve the original design intent and realize its distinctive details in the final product.

The television received international design recognition and established a premium consumer-facing expression for the BOE brand.

"We’ve reduced the product to its essence while expressing an iconic, charismatic and timeless design."