A display apparatus is disclosed. The display apparatus includes: a flexible display configured to include a main region which is concavely bent, a first sub-region extended from the main region and convexly bent to a first side surface of the display apparatus, and a second sub-region extended from the main region and convexly bent to a second side surface of the display apparatus; and a controller configured to control the flexible display so that a user interface (UI) element corresponding to a specific event is displayed on at least one of the first sub-region, and the second sub-region, when the specific event occurs.