A flexible display apparatus comprising: a display unit; a sensor configured to sense a bending of the flexible display apparatus; and a controller configured to: display first content on the display unit, reconfigure and display the first content on a first area of the display unit and display a first contents list related to the first content on a second area of the display unit, in response to the bending of the flexible display apparatus being sensed and the first area and the second area of the display unit being generated based on the bending of the flexible display apparatus, wherein a category of the first contents list is the same as a category of the first content, and wherein, while the first content is displayed on the first area and the first contents list is displayed on the second area, the controller is configured to display an image corresponding to a second content as a background of the second area, wherein the second content corresponds to another category of a same level as the superior category to which the first content belongs, in response to a user manipulation to move the first content from the first area of the screen to the left, to cause the image corresponding to the second content to be moved from the background of the second area to the first area of the display unit, display the second content on the first area of the display unit and display a second contents list related to the second content on the second area of the display unit, wherein a category of the second contents list is the same as a category of the second content. a display unit; a sensor configured to sense a bending of the flexible display apparatus; and a controller configured to: display first content on the display unit, reconfigure and display the first content on a first area of the display unit and display a first contents list related to the first content on a second area of the display unit, in response to the bending of the flexible display apparatus being sensed and the first area and the second area of the display unit being generated based on the bending of the flexible display apparatus, wherein a category of the first contents list is the same as a category of the first content, and wherein, while the first content is displayed on the first area and the first contents list is displayed on the second area, the controller is configured to display an image corresponding to a second content as a background of the second area, wherein the second content corresponds to another category of a same level as the superior category to which the first content belongs, in response to a user manipulation to move the first content from the first area of the screen to the left, to cause the image corresponding to the second content to be moved from the background of the second area to the first area of the display unit, display the second content on the first area of the display unit and display a second contents list related to the second content on the second area of the display unit, wherein a category of the second contents list is the same as a category of the second content. display first content on the display unit, reconfigure and display the first content on a first area of the display unit and display a first contents list related to the first content on a second area of the display unit, in response to the bending of the flexible display apparatus being sensed and the first area and the second area of the display unit being generated based on the bending of the flexible display apparatus, wherein a category of the first contents list is the same as a category of the first content, and wherein, while the first content is displayed on the first area and the first contents list is displayed on the second area, the controller is configured to display an image corresponding to a second content as a background of the second area, wherein the second content corresponds to another category of a same level as the superior category to which the first content belongs, in response to a user manipulation to move the first content from the first area of the screen to the left, to cause the image corresponding to the second content to be moved from the background of the second area to the first area of the display unit, display the second content on the first area of the display unit and display a second contents list related to the second content on the second area of the display unit, wherein a category of the second contents list is the same as a category of the second content.