Samsung has revealed a rotating television that doubles as a mirror for smartphone displays.

The Korean tech giant’s new swivelling 43-inch QLED panel, dubbed The Sero, is aimed at millennial consumers looking for a bigger screen to watch social media videos in their often native vertical format.

The Sero sits alongside Samsung’s artsy The Serif and The Frame televisions, and beyond smartphone mirroring through NFC, is also intended for use as a streaming music hub, digital photo display, clock, and piece of home decor.

The Sero also includes a microphone for Bixby support and a 4.1-channel, 60-watt sound setup.

Samsung has opened a pop-up store in Seoul to show off The Sero and its accompanying “lifestyle” televisions until early June.

A Samsung press release (translated from Korean) quotes a price tag of 18.9 million Korean won, though Engadget is reporting a price of 1.9 million won.

The Sero is expected to go on sale in Korea from late May.