Instead of releasing a predictable G9 flagship, LG took the thornier road, and thoroughly revamped not only the naming concept of its spring line, but also its looks. Instead of uninspiring G-series numbers that rarely proved a hit with consumers, the company now has a new Velvet phone with the name reflecting its individuality.

The result? Well, a rather unorthodox look from the back, and something that immediately attracts attention in the world of giant camera island abominations (looking at you, S20 Ultra). The raindrop/teardrop/dewdrop shape of the camera is additionally emphasized by flushing two out of the three lenses with the rear surface. Again, unlike those ugly protrusions we see left and right these days.

The camera is not the only signature design piece, though, as LG will offer the Velvet in a variety of cool new finishes, and those are able to look very different from different viewing angles.

According to Kim, “we stack hundreds of nanometer-thin films made with different materials and refractive indexes. These different materials reflect light in varied ways that produce the colorfulness of the cover.”

LG Velvet preorder price and specs

Given that LG used US and Korean focus groups when mulling the Velvet’s design, it’s safe to assume that it will be launched in at least these two countries. In fact, it is already on preorder for the equivalent of $730 in local currency and will probably cost slightly less stateside, as these things go.