Samsung’s The Frame Fosters New Ways To Explore Art at Art Basel in Basel 2024

Rich array of art experiences includes interactive sessions, live curator discussions and stunning displays of artwork

Samsung Electronics Co., Ltd. has showcased The Frame display lineup at Art Basel in Basel 2024, in its role as the show’s first official visual display partner.

Founded in 1970 by gallerists from Basel, Art Basel stages the world’s premier art shows for modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, and Paris. For its 2024 edition in Basel, Art Basel will bring together 285 leading international galleries from 40 countries to present artworks of the highest quality across all media – from painting and sculpture to photography and digital works – by artists ranging from early-twentieth-century modern pioneers to emerging contemporary practitioners. Art Basel will once again reaffirm its unparalleled position as a platform for discovery and encounters that drive the art world.

At Art Basel in Basel 2024, Samsung has hosted Samsung The Frame Lounge, an exclusive booth for its lifestyle TV The Frame, under the concept “A New Way of Exploring Art.” Models of The Frame are installed both inside and outside a dedicated lounge, as well as throughout the show, to present visitors with a variety of vivid screen experiences.

“By participating as the first official visual display partner of Art Basel in Basel, The Frame has further established itself as the lifestyle TV we all think of when it comes to digitally displaying art,” said Cheolgi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “We plan to provide more digital art experiences with The Frame, contributing to the expansion of the art ecosystem and pushing the boundaries of technological integration within the art world.”

Samsung’s exclusive booth features The Frame Wall, with 14 models of The Frame displaying works of art that showcase their exceptional QLED 4K picture quality. Inside the booth, a Highlight Zone displays the wide range of remarkable artwork available on Samsung Art Store[1], while an interactive space called “Find The Frame Zone” allows visitors to enjoy discovering The Frame hidden among real artworks, hung side by side.

The Frame Lounge is also offering two live discussion sessions (titled “The Frame & Chat”) across two days, hosted by Daria Brit Greene, curator of Samsung Art Store, Samsung’s digital art subscription platform. The first interview is with Angelle Siyang-Le, Director of Art Basel Hong Kong (June 11) and the second is with Irene Kim, Global Head of VIP Relations, Member of the Art Basel Management Board (June 12). Attendees can hear the insights of these two Art Basel leaders on the trend of art and key highlights of the show, as well as learn more about the meaning and goals behind the collaboration with The Frame.

In addition, to celebrate The Frame’s selection as Art Basel in Basel’s first official visual display partner, Samsung is hosting a session featuring prominent influencers, including Fritz Proctor and Geneva Vanderzeil, which gives them the opportunity to view the exhibition and experience The Frame for themselves.

The Frame was designed with art at the forefront. When it’s not in use, the TV can be used as home décor by displaying artworks or pictures on a premium, QLED 4K screen. And thanks to its Matte Display[2], users can admire the art clearly, even in bright rooms, making it look even more like a real work of art. Through Samsung Art Store, subscribers have access to over 2,500 artworks from renowned artists, museums and industry tastemakers around the world.

[1] Stream complimentary curated art or additional artworks available for purchase or via subscription. Internet connection required.

[2] Some glare may still be present depending on location of installation.