We propose CoiLED Display, a flexible and scalable display that transforms ordinary objects in our environment into displays simply by coiling the device around them. CoiLED Display consists of a strip-shaped display unit with a single row of attached LEDs, and it can represent information, after a calibration process, as it is wrapped onto a target object. The calibration required for fitting each object to the system can be achieved by capturing the entire object from multiple angles with an RGB camera, which recognizes the relative positional relationship among the LEDs. The advantage of this approach is that the calibration is quite simple but robust, even if the coiled strips are misaligned or overlap each other. We demonstrated a proof-of-concept prototype using strips with a 5-mm width and containing LEDs mounted at 2-mm intervals. This paper discusses various example applications of the proposed system.