Lots of innovative tech launches at CES every year, and one of the products likely to draw media attention is the levitating portable speaker from LG electronics. The wireless speaker (model PJ9) hovers in place over the accompanying Levitation Station to deliver high-quality audio.

There is no shortage of hype about it from the manufacturer. “The PJ9 wireless speaker is an exciting combination of audio design and innovation, offering the perfect balance between performance, beauty and versatility,” said Tim Alessi, head of product marketing at LG Electronics USA.

The company describes the product as:

“Leveraging powerful electromagnets housed within the Levitation Station, the PJ9 achieves a stunning visual effect of floating in mid-air, untouched by any surface or wires. At its core is a 360-degree omnidirectional speaker with turbine blade-inspired design and deep bass courtesy of the subwoofer embedded inside the Levitation Station. The PJ9 also features Dual Passive Radiator technology to reproduce flush mid-range tones and crisp highs for enhanced sound quality.”

When the PJ9’s 10-hour batter begins to run low, the smart portable speaker automatically descends to the Levitation Station and begins to charge wirelessly with no intervention required from the listener and no interruption in music playback.

We’re not entirely sure what the purpose of levitating the speaker is except to generate pubicity and buzz, but it’s doing that well already.

The product launches at CES 2017, which runs from January 5-8. A number of Triangle companies plan to be there demonstrating products, including wearables sensor firm Valencell.