Projector company Xgimi unveiled a concept projector screen called Ascend — “the ultimate home entertainment solution” — that was one of CES’s most talked about offerings. A motorized 100-inch (diagonal) Ascend screen that rises from the floor with two built-in Harman Kardon sound bars was paired with Xgimi’s ultra short-throw Aura 2 4K projector for display during the show, which garnered positive word-of-mouth for its sleek design. It was also appreciatively noticed for what Xgimi says will be an affordable price, though the Chinese company stressed the technology is still in development.

The Aura 2 projector sells for $2,699, offering 4K resolution and up to 2,300 lumens, with a 1,000,000:1 contrast ratio, among other premium features. The Aura 2 runs Android TV, resulting in Ascend earning a Best of CES award from Android Headlines, which calls the screen “innovative” and “futuristic.”

CNET focused on Ascend’s anticipated affordability, noting that LG introduced a $100,000 retractable screen OLED TV at CES 2021. (It was discontinued in May 2024 due to poor sales, notes The Verge.)

The Ascend doesn’t use OLED display tech, however, opting for an ambient light rejection (ALR) screen, according to an Xgimi press release. ALR screens absorb a room’s ambient light in a way that prevents it from washing out the projected image in a space that is not light-sealed.

The Ascend’s “long main box looks more like furniture than tech, which is good since it’s huge,” writes CNET, noting that it needs to pack-in the sound and upright support mechanisms.

“It looks like something you’d see in a sci-fi movie,” suggests Android Headlines. “The screen doesn’t go down all of the way. It will lower itself to about one-third of its full height,” concluding “that’s not a bad thing, as you’ll be able to lower it and put content on the lower part of the screen like footage of a fireplace.”

“You can get a 100-inch TV for $3,000, which will be brighter, have better contrast, and be fully visible in the daylight” without requiring purchase of a separate screen, CNET points out. However, the Ascend “seems like a rather elegant-looking solution to someone who wants a big screen but doesn’t want to live with a big screen,” which when its off is “just this massive, oppressive, black box looming in your room.”