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07/08/2013 09:46 BST | Updated 06/10/2013 10:12 BST

LG G2 Launch: Watch The Unveiling Live (VIDEO)

LG is launching its latest flagship Android smartphone in New York on Wednesday, at an event starting at 11am local time (4PM BST).

UPDATE: It's here! Click through for all the details about the new LG standard-bearer.

The G2 - the successor to the Optimus G - looks set to introduce a new buttonless front form factor, with fresh upgrades to the screen, processor and camera that should raise LG's stakes in the high-end Android market.

We're also anticipating a set of unique rear buttons, including volume controls, which could prove more intuitive than the usual front/side mounted buttons. And possibly a few more surprises.

LG is pitching the LG G2 as "a phone inspired by you".

"Our vision is to make LG's newest G devices synonymous with excellence, raising the bar even further for the ultimate in user experience," said Dr. Jong-seok Park, president and CEO of LG Mobile. "The new G2 will build upon the excellent reputation established by previous G Series products."

You can watch the unveiling live here on HuffPost, via the above video stream, as soon as the event gets underway. We'll also have news about the key features, press reaction, video hands-on and more as soon as the hoopla is over.