The German brand shows off its minerals
The Iconic’s eye-catchingly minimalist Syno-Stone design houses a 4K OLED screen capable of playing the HLG, HDR10 and Dolby Vision high dynamic range formats. The use of OLED technology means that every pixel in the Iconic’s screen can deliver its own light independent of its neighbours, which experience shows should result in immaculate black levels, impactful local contrast, and much wider realistic viewing angles than you tend to get with TVs that use rival LCD technology.
As you might hope considering how much they cost and, I suspect, weigh, the Iconic TVs benefit from Loewe’s Premium service, meaning that the TV can be set up and installed for you by a specialised Loewe dealer.The Iconic really does feel like a bold statement of intent from Loewe. The brand has only recently re-entered the UK TV market after being forced to withdraw in 2019, so it makes sense from a marketing perspective to create a truly attention-grabbing TV like the Iconic.
Whether this is part of an ongoing strategy of targeting an even more premium customer than it historically has or whether the Iconic is a one off event associated with Loewe going all-out to develop a headline-grabbing flagship model remains to be seen. What the Iconic certainly does show, though, is that Loewe appears to be taking its UK TV resurrection very seriously indeed.
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