German luxury AV brand Loewe has taken the covers off its latest TV, and the covers are rather large considering the size of this TV.
Joining the brand’s Stellar range of TVs is a new 97-inch OLED monster, and as you can imagine, the asking price is just as big at €29,999 / $29,999.
Luxury performance at a big price
What you do get for the money is a design that’s unique to Loewe. Assembly of the panel and screen is done at the firm’s production facility in Kronach, Germany; with the OLED panel supplied by LG Display. It’s very rare that LG Display hand over the OLED glass to another company on its own.
The design features a brushed alumnium frame with “precision diamond-cut edges”, and a rear panel that’s made from real aluminium.
There’s a wall-mount that’s hidden in the rear that extends from the back and allows for an almost flush fit against the wall. The integrated stand swivels the TV in case your view is blighted by some pesky sunlight coming through the window.
The bottom of the TV also has Loewe’s built-in magic light, that’s similar to Philips’ Ambilight and produces lighting animations that can be customised via the menu. If it’s distracting, it can be completely deactivated.
There’s support for all four main HDR formats, including Dolby Vision IQ and HDR10+, with Loewe claiming that the Stellar “meets all picture and colour standards” for the most immersive viewing experience.
The interface is powered by the VIDAA platform but branded as Loewe OS9, which includes all the UK catch-up apps and the paid for apps such as Netflix and Disney+; and features a Cloud Gaming section with support for apps such as Blacknut and Boosteroid. It looks very similar to Samsung’s own Gaming Hub.
Another feature that seems inspired by Samsung is the Art Mode, which turns the TV into a painting when in standby mode. Smart home features come in the form of Matter support, while streaming across the home is possible via Miracast and AirPlay 2.
The Loewe Stellar 97 dr+, to give it its full name, goes on sale July 2025 from selected specialist retailers.
