We already knew just about everything there was to know about the LG G4, but the leather-clad smartphone has just been officially revealed.
Facing front, this doesn't look like a smartphone that's shaking things up massively, though LG says its its 5.5-inch QHD Quantum LCD is the first on a smartphone. As for the internals: a Snapdragon 808 processor, 3GB of RAM and 32GB of internal storage.
There's a decent 3000mAh battery to boot and a 16MP camera with bright f/1.8 aperture that LG spent most of its press conference singing about.
Turn it around, however, and you've got a vegetable tanned leather (not faux leather, Samsung) back that LG hopes will differentiate its phone from the billion other on the market.
Heaven for leather
The phone comes running Android Lollipop, as you would expect, which includes a number of LG's personal tweak. For example, the phone will now organise your photos by 'memory', while another widget tells you when apps are draining battery power when the screen is off.
Finally, G4 owners will get 100GB of free Google Drive space for two years, which isn't to be sniffed at.
Our live blog has finished, but you can catch up below...
16.47 - Think we're wrapping up now. Phew. Now for some hands on magic. Thanks all!
16.45 - This is excruciating. Everyone is salivating over it, and the video is lower quality to make it seem they were completely natural. They even had a footballer wearing a shirt with LG emblazoned on it.
Yep, he loved it too.
16.43 - Hearing from 'normal people' now. There's some guy who keeps saying how young he is. Yes, we get it, you're a teenager.
Weirdly everyone loves it. Ha, someone just called it 'aerodynamic'.
16.42 - Mirrorlink is on board. Brief mention of that. Doesn't look like LG is making a big deal of that. 100GB of Google Drive space on board - LG is talking about it like it invented the cloud.
16.39 - The LG UX 4.0 is up now, 'customising to you'. It organises your pictures by 'memory' - creating albums for you and the Smart Notice letting you know when albums have been created. Not sure why that's a good thing.
The better news: scrolling through loads of photos won't be a slow, sluggish affair. That's a better thing.
16.36 - When the display is showing a static image, the CPU goes to sleep, and the new LCD structure allows more light through, so the backlight can be lower - and save the battery.
The Smart Notice feature will also tell you when the battery is being sucked away by rogue apps. 11% battery improvement over last year's G3. Will that be enough though? The G3 was no great shakes for power management, lest we forget.
16.34 - Talking all about the display now - LG is using the Digital Cinemas Initiative colour standard, with 20% better colour reproduction than competitors, according to LG. Coughlin thinks the competition will be 'trying to catch' up - maybe.
The brightness is 25%, the contrast up 50% and in-cell touch (for faster response) and better outdoor visibility.
16.33 - Now we're seeing all the selfie business - it's an 8MP snapper that seems like it's pretty much designed for selfie sticks, thanks to the gesture recognition to take the pic. *sigh*.
16,31 - Hearing about the camera now from a 'humanitarian photographer' - Colby Brown - he's all about the camera, saying it can let users take great, professional photos with a smartphone camera.
I've heard this so many times. It's never happened. Otherwise cameras wouldn't be a thing any more.
16.28 - RAW support is on board, which we'd expected after the launch of the new version of Android. And it can also let you draw with light - and guess what? There's a microSD slot for more space for your photos! Removable battery and microSD - this war just WON'T GO AWAY.
16.26 - Seeing it compared to 'competitor B' now. That's clearly Samsung. Which is odd, as I'd have thought the S6 would have taken a better picture than that. The G4 can interpret RGB better than most other cameras - combining with IR to... wait, Coughlin is just saying words now. He's trying to blind us with science.
Just say it's got a good camera, and move on. We can't explain this to the normal people that don't care.
16.24 - Thankfully LG is on the low-light, large sensor game. 40% larger than some others, and one of the best with the f1.8 sensor. The optical image stabilisation has been super boosted, with 3D movement and further movement allowed - that sounds like it could be a really good feature.
More light in? Excellent!
16.23 - Learning now. 'Phos' means light, 'graphos' means light, so photography is light drawing. Weirdly this phone can do just that. I see what LG did there.
16.21 - Onto the camera now - the laser autofocus is back, and the camera will launch in just 0.6 seconds - which is 0.1 seconds faster than Galaxy S6. Just shouted out the Samsung by laughing at brands that let you open the camera by double tapping the home button, rather than the rear key LG has.
Come on guys, you're better than mocking Sams... oh, wait, no. You love that.
16.20 - There's also ceramic plastic with metallic finish - with a diamond effect to make it look premium. I don't know why the brand is shying away from metal here. I do like the fact it's trying to do something different, but at the same time this is going to divide consumers.
16.18 - The back is where LG thinks it can differentiate. It 'sought out colours and finishes to represent warmth.' It also spent three months working out a new way of using leather in a phone, using vegetable tanning in the full grain leather.
LG keeps going on about craftmanship, but it's still a leather phone. The Moto X came in leather and it really got bruised easily, but LG reckons it will let you 'impart a part of yourself into it'.
16.15 - Here comes the justification of the leather back - calling normal phones 'monolithic block' with fingerprints magnetising to it, and being really boring in terms of design. LG's Andrew Coughlin, head of Mobile LG UK, thinks the arced design is 20% more durable.
The removable battery is back - apparently in response to consumer battery. 3000mAh battery, with 'minimal compromise'.
16.14 - Apparently there's so much more we haven't heard about the LG G4. Asking us 'if we believe everything we read on the web'. Yes, LG - that's because you put it on there.
16.13 - Quick shot looks good - super fast from lock screen to taking a snap. That looks fast enough to rival the 0.7 seconds of the Samsung Galaxy S6.
16.11 - Watching some drone footage now captured with the G4. It's got a colour spectrum sensor to automatically help you get the best picture, manual mode to let you shoot in more depth than ever before, a super low-light f1.8 sensor and the 2K IPS Quantum display that's even brighter than before.
UI is overhauled - Smart Bulletin and Smart Notice are upgraded. I wonder if they'll do anything more than let me know the shipping forecast isn't available.
16.10 - Qualcomm chap on stage now through video - he's all about the G4. Improved GPS, powering the QHD display without munching the battery, better graphics... blah blah blah. We've heard this all before. He's congratulating LG for making the G4. Well done them.
16.07 - The IPS Quantum display is one of the best on the market, offering 2K display and making it 25% brighter than last year's dark-fest.
16.06 - Some more buzzwords for you: comfortable elegance. Woohoo - the laser is back! Lasercam f1.8 - the closest they've ever come to emulating the naked eye...
16.05 - Leather, plastic, screen, camera - all confirmed according to this video.
16.04 - The goal of the G4: not just to show technology, but must be based on understanding the user and those that benefit from it. 'Innovation for a better life'. Tag line there, people.
Brian promises this phone gives him more pleasure than anything. Here it comes... the LG G4!
16.02 - Gabby's seen the phone. She's caressed it. She promises we won't be disappointed. Brian Na, pres of LG Electronics Europe, just trotted out.
16.00 - And we're off! Traditional LG boomy music, inspiring magic and some other sorcery. There's a light that's flickering around people's heads. They're all frozen in time. It's a magic light that can freeze people.
The G4 will have the ability to stop time. Hey, Gabby Logan is here in London!
15.59 - it's about to kick off. Any second. Although we all know what's going to happen. IMAGINE IF LG HAD BOUGHT SAMSUNG. Wouldn't have seen that coming.
15.56 - I'm finally in. There are pictures of the G4 everywhere. Actually, an LG exec was showing it off outside earlier. Pics here...
15.27 - we're mingling with the growing throng of people looking to get their eyes on the new LG G4. I've had a canapé. We're flying.