BEOVISION MX 2000 (1985) ID Prize 1986Always alive
The MX 2000 was a completely different kind of TV. In terms of design and technology it marked a departure from the rosewood cabinet tradition, when it was introduced in 1985. 'Apparently nobody has realized that the television is switched off most of the time. When it is switched on, the program attracts all the attention. Switched off, the television is a dead object, but it is placed in the most important room of the home together withfurniture and other objects, which would never be allowed there, if they were like televisions'.
This is approximately how Lewis began the presentation of his idea for what later became the MX-series - with the introduction of the MX 8000 in 2002 counting a total of 30 items. With a cabinet fitting around the back of the picture tube, the TV appeared to have a smaller picture tube than it actually had. Hence, the MX 2000 gave the impression of lightness and extended freedom of positioning. Ironically, the TV was originally launched without one of its key visual features: The contrast screen (BeoVision M20), because Marketing didn't believe in it.
Lewis attributes this feature to his growing dissatisfaction with the sun's reflection in his TV screen when watching football on Saturday afternoons. When the television is switched off, the dark contrast screen hides the picture tube completely, but it reflects the surroundings and the changing light in the room. To look at it switched off is never the same experience twice.
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