Chinese state-owned television manufacturer Hisense has high ambitions to not only become a global leader, but a household brand across the world. And though its competition is spotlighting the latest in 4K Ultra HDTV sets, the firm is looking to set itself apart with a different approach to viewing HD content: laser projection.

At the 2015 International Consumer Electronics show in Las Vegas, subsidiary Hisense USA unveiled its latest HDTV set, the 100-inch VIDAA Max Laser Cinema TV. But unlike HDTVs that use LCD and OLED technology, the company’s 100-inch TV forgoes the flat panel entirely and instead uses a blue laser diode and Texas Instruments Digital Light Projection technology housed in a small console to display content onto just about any wall.

Unlike traditional projectors, the Hisense projects at a short distance so the screen isn’t obstructed. But while the VIDAA projects a 100-inch image onto any surface, larger than many 4K Ultra HD televisions, it only sports full HD 1080p resolution (1920 x 1080 pixels).

Established in 1969, Hisense has grown to become one of China’s largest television manufacturers, drawing in $16 billion in revenue for 2014, with 16 percent share of the domestic market, according to China Market Monitor. Globally, Hisense isn’t number one yet, but it has made gains in recent years, becoming the fourth-largest shipper of televisions in 2014, according to DisplaySearch.

While Hisense is far from a household name in the United States, it has stepped up its marketing efforts in recent years, including a partnership with Nascar to sponsor its Xfinity series in Atlanta.