A report in the Wall Street Journal reveals a secretive, Google X project team working on large-scale displays. While WSJ has three sources that confirm the existence of the project, none of them knows why Google might be interested in giant video screens.

While large-scale displays are by no means common, anyone who has seen a stadium jumbotron or digital billboard is familiar with the concept. According to WSJ’s sources, the Google X project is focused on creating a display composed of smaller screens that plug together like Legos to create a seamless image. The smaller modular pieces could be fitted together to create larger screens of different sizes and shapes.

This process is similar to how existing giant screens currently work. But what the Google X team is focusing on is how to make modules without any seams at all. With current ultra-large screens, the borders around each module can be seen if a viewer looks closely enough. 

Still, outside of arenas and billboards, it remains unclear just what the market would be for giant video screens. Theoretically, consumers could use a giant screen to simultaneously check email, watch a video and browse the Internet. But in order to reach most consumers, the price point would have to come down significantly. According to the Journal, the largest screen currently available at retail is a a Samsung model that measures 105 inches and is listed for $120,000 on Amazon.

The Google X project is being led by Mary Lou Jepsen, a former Massachusetts Institute of Technology professor. Her team reportedly includes engineers poached from Samsung and Qualcomm.