A return to form from a TV legend: Loewe’s new 4K OLED TV and Dolby Atmos soundbar

A return to form from a TV legend: Loewe's new 4K OLED TV and Dolby Atmos soundbar

Great news for luxury TV fans, as Loewe returns to the worldwide market, bringing its new bild i OLED TV and klang bar 5 Dolby Atmos soundbar to the UK.

Sony is putting Dolby Atmos spatial audio in a new place – around your neck. It’s all thanks to the new Sony SRS-NS7 wireless neckband speaker that can stream Dolby Atmos tracks from a connected Bravia XR TV when you pair it with a wireless transmitter.


  • Loewe (pronounced ‘Lurv-uh’) promises that it has a “first-class” OLED panel – we’ve asked whether that will be an ‘OLED evo’ panel as seen on the LG G1, Sony A90J and Philips OLED+936, and will update when we hear back.

  • The bild i will be available in 48-inch, 55-inch and 65-inch sizes, though remains stubbornly uncapitalised no matter how large you go.

Loewe won’t be able to rely on stylish German design alone here, because the likes of Philips and LG have upped their game on product design massively since Loewe took its break from selling TVs widely.

It’s an important question, because the Loewe bild i’s price starts from £2,699, which puts it deeply into the realm of the very best OLED TVs.

The Loewe does have more than looks going for it though – just as it always used to, Loewe has included a 1TB drive in the TV for recording live shows over Freeview, which is something that’s fallen out of favour with other makers, but that a lot of people may still find useful.

There’s also a personalised sound feature that’s very cool – it’s called Mimi Defined, and it uses a series of tones to test your hearing, and customises the TV audio so that you get a profile that’s clearer and more audible to you.

For a smart platform it uses VIDAA, which is also seen on Hisense TVs. It’s a perfectly good platform, with solid app support (though we’d have rather seen it license LG’s webOS platform). There’s also a soundbar that’s exclusively designed to work with the bild i. It’s called the klang bar 1, and upgrades the 20W rear-firing speakers to a beefier 80W forward-firing system for £299.