A hidden display apparatus, system, and method. A display apparatus embodiment may include a face layer and a projection layer, with the projection layer positioned behind the face layer. The face layer may include a front side and a back side. The front side may include a first area configured to display high resolution images and a second area positioned around the first area. The first area and the second area may be made of the same material, and have similar color(s) and/or patterns. The projection layer may include a light source operative in an active mode and an inactive mode. When in the active mode, the projection layer may project light to the face layer to display images in the first area. When in the inactive mode, the face layer may be visually obscured so that the first area and the second area together display a colored surface.