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.

Samsung Electronics Co., Ltd. today announced a new partnership with the iconic Musée du Louvre. Through this partnership, Samsung will continue to develop the Art Store on its lifestyle TV, The Frame, through an exclusive artwork partnership with the Louvre in Paris, France.

With new artworks from the Louvre joining the collection, The Frame now boasts a catalog with over 1,500 works of art from 43 different countries that consumers can enjoy in 4K picture quality from museums and galleries around the world, including the Prado Museum in Madrid, the Albertina Museum in Vienna, the Tate Modern in London, the Van Gogh Museum in Amsterdam, the Hermitage State Museum in Saint Petersburg and LUMAS.

“Ever since we launched our lifestyle TV portfolio in 2017, we have focused on developing the Art Store platform with prestigious partners. We want to offer much more than a television, inviting Art into the homes of The Frame owners everywhere. This catalog lists works by hundreds of artists, covering diverse periods, from ancient civilizations to modern art,” explained Wonjin Lee, President and Head of Service Biz Team at Samsung Electronics. “This year, we are proud to join forces with one of the most famous museums in the world, the Louvre, to enhance this collection and offer a taste of French heritage throughout the world.”

Admire the Louvre’s treasures from your own home 

By entering into a partnership with the Louvre^[1], Samsung offers all The Frame owners a chance to explore the most visited museum in the world through forty pieces of artwork and photographs. This selection includes must-see masterpieces such as the Mona Lisa and The Wedding Feast at Cana, as well as photos of the majestic Louvre galleries, its architecture and museum grounds (Louvre Pyramid, Tuileries Garden, etc.). A short description of each work gives users a glimpse into their background and history.

Samsung and the Louvre also plan to unveil other exclusive content for The Frame users later this year.

“The Louvre is a venue of discovery, imbued with emotion, a spectacular setting for artistic masterpieces. Admiring works from its collection every day, at home, as well as views of the building, galleries and gardens, is a wonderful way to see and understand the extraordinary beauty of this museum,” said Yann Le Touher, Head of Development, Brand Licensing and Commercial Partnerships of the Louvre.

Ultra-slim design and incredible picture quality

The Frame boasts a unique and customizable design that sets it apart from the rest. Designed to be a TV when it’s on and art when it’s off, The Frame is an innovative digital canvas that reflects an individual’s personal style. The 2021 version of the lifestyle TV* offers new custom options to complement every space and style, with two frame designs: modern (available in white, teak, beige and brown) and bevelled (available in white and brick red)^[2].

To complete the artwork appeal, The Frame can be hung flush to the wall on an ultra-slim mount and connected to a One Connect box via the One Clear Cable^[3] that integrates all TV connectors including the power source. Users can also set The Frame anywhere in the room on a Studio Stand^[4].

In addition to its gallery-ready design, The Frame provides a vibrant 4K^[5] QLED picture quality powered by Quantum Dot Technology, immersing viewers in a world of rich and realistic colors.

The Frame owners in Australia can access this content via The Art store.

For more information on Samsung’s lifestyle TV products, please visit www.samsung.com.

[1] Through 30 June 2023

^[2] For the 55 and 65-inch models

^[3] Comes with one 5-meter cable. *Available for the 43, 50, 55, 65 and 75-inch models.

^[4] Sold separately.

^[5] The 32-inch model is in QLED Full HD.