A display device comprising: a housing in which an opening is formed; a roller rotatably disposed in the housing; a display module rolled around the roller or unrolled from the roller; a lift module connected to the display module and lifting the display module through the opening; a door disposed on the housing and opening and closing the opening; a door driving module disposed in the housing and connected to the door; a control unit configured to control the door driving module, the display module, and the lift module, characterized in that the door driving module comprises a guide bracket mounted in the housing, and a carrier (320, 330) connected to the door and disposed to advance and retreat the door horizontally along the guide bracket to open and close the opening, the door driving module is configured to selectively move the door horizontally to a close position, a partial open position, and a maximum open position, and the control unit is configured to, when power of the display device is turned on: - control the door driving module in a maximum open mode in which the door is moved to the maximum open position, - control the lift module to lift the display module to a partial lifting height or a maximum lifting height, - turn on the display module, and - control the door driving module to advance the door to the partial open position after the lifting of the display module to the partial lifting height or the maximum lifting height is completed, wherein, when the display module is in the partial lifting height or the maximum lifting height, a front end of the door in the maximum open position is spaced apart from the lift module by a first distance and in the partial open position by a second distance, the first distance being longer than the second distance. a housing in which an opening is formed; a roller rotatably disposed in the housing; a display module rolled around the roller or unrolled from the roller; a lift module connected to the display module and lifting the display module through the opening; a door disposed on the housing and opening and closing the opening; a door driving module disposed in the housing and connected to the door; a control unit configured to control the door driving module, the display module, and the lift module, characterized in that the door driving module comprises a guide bracket mounted in the housing, and a carrier (320, 330) connected to the door and disposed to advance and retreat the door horizontally along the guide bracket to open and close the opening, the door driving module is configured to selectively move the door horizontally to a close position, a partial open position, and a maximum open position, and the control unit is configured to, when power of the display device is turned on: - control the door driving module in a maximum open mode in which the door is moved to the maximum open position, - control the lift module to lift the display module to a partial lifting height or a maximum lifting height, - turn on the display module, and - control the door driving module to advance the door to the partial open position after the lifting of the display module to the partial lifting height or the maximum lifting height is completed, - control the door driving module in a maximum open mode in which the door is moved to the maximum open position, - control the lift module to lift the display module to a partial lifting height or a maximum lifting height, - turn on the display module, and - control the door driving module to advance the door to the partial open position after the lifting of the display module to the partial lifting height or the maximum lifting height is completed, wherein, when the display module is in the partial lifting height or the maximum lifting height, a front end of the door in the maximum open position is spaced apart from the lift module by a first distance and in the partial open position by a second distance, the first distance being longer than the second distance.