Samsung Merges Art and Design with The Frame and The Serif at Art Toronto 2019

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Samsung Electronics Canada is continuously innovating to offer Canadian consumers products that merge state-of-the-art technical features with premium style and design to enhance both the living space and the living experience for consumers. Televisions have traditionally been perceived as a design challenge; however, Canadians now have more ways than ever to customize the look and feel of their room with Smart TVs such as The Frame and The Serif from Samsung.


For the third year, Samsung Canada returned to Art Toronto (ArtTO) alongside over 100 international and Canadian galleries, to celebrate the intersection of art, design and television.  Founded in 2000, ArtTO is Canada’s international contemporary and modern art fair, located in the city’s downtown core. Offering unique access to the Canadian art market, the fair is an important annual art event in Canada and provided Samsung Canada with an exciting opportunity to inspire art lovers.


The Frame and The Serif are more than just TVs. They are designed to contribute to the décor of a space even when they’re off. Each combine innovative design with stunning QLED picture quality and Smart TV features to provide consumers with seamless and intuitive TV functionality. 


“Here at ArtTO we celebrate the power of original artwork to inspire and enrich our spaces. Samsung shares those values, whether it’s presenting video art or catching up with your favourite shows, you can count on their screens to deliver an image that is like a work of art.” – Mia Nielsen, Director, Art Toronto

To create this year’s installation, Samsung partnered with Westgrove, a full-service interior design firm based in Toronto and Hamilton. Founded by Keri McLellan and Andrea Pierre, Westgrove created an approachable, noteworthy booth design and concept, highlighting both The Frame and The Serif as elements of the overall aesthetic, and featuring wallpaper supplied by NEWWALL.


Offering a sleek, stunning design, The Frame was curated with an artful approach and designed in collaboration with world-renowned designer, Yves Behar. Together with international art consultant, Elise Van Middelem, Behar helped bring to life an innovative TV designed to appear just as a picture frame would on a wall. 


When not in use, motion and brightness sensors mean that The Frame is like a work of art. With the Samsung Art Store, Canadians can access an ever-growing and diverse library of artwork from some of the most prominent museums, galleries and artists around the world[1].  


The Serif has been re-introduced in Canada with a new 2019 model. The Serif features a unique, modern shape, offering an alternative to the traditional wall-mounted TV model, and is available in a 55” in either white or blue colour. 


The TV complements a space in the same way a piece of furniture would, and allows you to turn your TV into a digital canvas with Ambient Mode, including two exclusive patterns from the Bouroullec brothers palette[2].



The Frame and The Serif blend seamlessly into any living space and the One Invisible Connection hides cables so you can connect all your devices without any messy or tangled wires. The addition of interchangeable frames[3] in walnut, oak, white or black finishes for The Frame allows for customization and coordination with other pieces of art or décor in your home. The contemporary design of The Serif features a sleek base and signature I-shaped profile, creating a sharp and sophisticated presence that elevates any room’s design aesthetic. 


When switched on, The Frame and The Serif each feature a crisp and clear 4K QLED screen with HDR10+ technology, so users can view the content just the way the director intended. The Frame and The Serif both come equipped with Bixby, Samsung’s intelligence platform, so owners can use voice commands to bring up their favourite shows and control compatible smart lights, soundbars, cameras, door locks and more via the Samsung SmartThings dashboard[4].


Samsung Canada is proud to offer Canadians innovative Smart TVs that blend art, design and functionality, showcased alongside incredible galleries at art-centric events, such as Art Toronto. Art lovers and design enthusiasts can view the links below for more information on The Frame and The Serif:



[1] The Art Store may not be available in some countries. Art pieces in the Art Store are subject to change without prior notice.
[2]  The ‘Ambient Mode’ background setting feature may vary depending on the environment where the TV is installed including, but not limited to, wall designs, patterns and/or colours.
[3]  Bezel sold separately.
[4] SmartThings hub required. Hub and other smart devices sold separately. For checking compatibility, tap supported devices in the app dashboard. Please find ‘Works with SmartThings’ logo on the product or product package.Samsung Account log-in and data network connection (Wi-Fi or data network) are required to use Bixby. User interface design is subject to change. Not all features available at launch. Bixby recognizes select languages. Others to be supported. Using Bixby Voice may be limited under certain situations. Bixby Voice is designed to recognize certain US English accents and dialects. Some Bixby features may not be available depending on country, region or language.

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