Samsung made good on its promise to release a smartphone with a curved display earlier this year but that’s simply not enough for the South Korean tech giant. The company is expected to release a smartphone with a display that wraps around the edge of the device much like what we saw at this past year’s Consumer Electronics Show according to a new report from Bloomberg.

The obvious benefit of a smartphone with a wrap around display is that it could be viewed from the side. Things like stock tickers and push notifications could be seen without having to view the device head-on not to mention it’d probably look pretty cool to boot. Durability, however, could be called into question if you were to drop the device and it landed on the side with the screen.

We are hearing that the display for such a wrap around phone could be similar to the Youm panels used in the Galaxy Round, a phone that Samsung released in select regions (not in the US) last month.

The publication didn’t mention if the wrap around display would be added to an existing product line like the Galaxy or Note series of if it would launch as a one-off product. Samsung hasn’t yet decided on a release date either although sometime during the second half of 2014 seems most likely.

I’m not sure that there’s any real indication that consumers would want a wrap around device but that certainly isn’t stopping Samsung from experimenting with the idea. Throw everything at the wall and see what sticks!