Italy is certainly in the hub of world fashion—everyone knows Milan’s major role as the center of high design. So it might not come as a shock that an Italian TV manufacturer has unveiled a product whose focus is clearly designer-centric.

Brionvega’s Alpha LCD will be available later this year, though you can go on the website and reserve yours now. There’s no mention of price or when it will be available.

One thing as you look at the TV that’s apparent is the design—this thing’s just plain different than the standard flat-panel models filling the Best Buy and Circuit City shelves. The colors, the shape, the material. The base that anchors the curvy chrome tube rails holding up the TV even features an integrated DVD drive.

While the company has spanned “decades of silence” in terms of this type of release, as it says, leave it to Brionvega to introduce a TV that’s this unusual and striking. After all, the company’s pedigree includes having a TV in the collection of MoMA in New York and whose products have become iconic.

The die-cast aluminum material also lets you know that this isn’t your average TV from plastics. If you drop this one on your foot it’ll do more than leave a welt. Without product specs to check, we’re not saying the Alpha will replace any 1080p plasma you have, but as an aesthetic piece in a room featuring ultramodern decor, it could fit right in.

Arlen Schweiger - Editor of Electronic House Magazine

Arlen writes about home technology installations and product news and reviews for electronichouse.com and Electronic House magazine.