Mulga is the embodiment of the cool “art dude” persona. The Sydney-based Australian artist is a freelance illustrator, published author and muralist, whose style is vibrant, intricate and just fun. With a career beginning in finance, he transitioned to making a living through art when he decided he wanted to do something he was truly passionate about.

Now, Mulga makes a living doing what he loves. His art is inspired by animals, summer and the ocean, which is brought to life through Samsung’s Art Store. Samsung Newsroom sat down with Mulga to hear more about his artistic process and how he sees digital transformation affecting the art world.

Mulga

Q: Your work is described by others as intricate, vibrant and unique. In your own words, how would you describe your art style?

I’d say it has a lot of summer vibes and humour to it. It also has real Australian vibes. There are always the black lines and details with an element of fun that tie it all together. You could say that it is art that brings a smile to your face and makes you feel good.

Q: You’ve worked on a variety of projects — collaborations with big brands, murals, smaller original paintings and snowboards. What has been one of your recent favourites?

Last month, I painted a 100-meter-long mural on the beach at Port Macquarie, and that was an awesome one to do. I love the beach, summer and surfing; so, it was the perfect location. At one stage, the waves were washing up against the wall while I was painting, and I had to time it with the tides. This made it a bit more exciting.

Q: How did you start working with Samsung and the Art Store? What excites you the most about this partnership?

I’ve worked with Samsung on a bunch of different campaigns over the years, usually creating art using Samsung products. One time, I even created over 19 mobile phone wallpapers. Samsung is a great partner to work with because they have cool products and do a lot of collaborations with creatives.

I got involved with the Art Store when The Frame was first launched. Samsung licensed one of my gorilla artworks to display on the TVs and to use for printed ads. I painted live at the launch in Sydney and painted a large mural in Melbourne promoting The Frame.

Having my work in the Art Store means that people all around the world are discovering my art. Once someone has seen my piece in the Art Store, they are more likely to find my website, in search for the original painting that they have displayed on their TV. Also, there are royalties based on how long my art is on display on all the TVs around the world.

Q: Much of your work is done in a real, physical way — painting. How do you find your paintings translate to digital display on The Frame? Do you have plans to work with other mediums in the future?

It works great. I scan all my artworks into a high-resolution digital format for The Frame, and it looks close to a real-life painting. While I have no plans to change the way I paint, I would love to turn my paintings into 3D works of art — really big public ones — in the future.

Q: How has your own artwork evolved as technology advanced? Are there any notable changes to your work that were deeply impacted by innovations in technology?

With the rise in blockchain technology and the new thing of being able to ‘own’ digital art now via NFTs, digital art is really having its heyday. As an artist, it is a great thing. I’ve been creating digital art a lot more and particularly when working on my own NFT collection “MulgaKongz.” By creating art on a tablet, I can work anywhere — at the beach, on a boat or in a motor vehicle. It’s very convenient.

In terms of displaying the artwork, digital displays like The Frame provide colours that are super vibrant with all the details on full display. The colours can sometimes even be more vibrant than the real-life paintings so that they appear supercharged. A lot of the times when the artworks are displayed on The Frame, they are larger than the real-life version, and a lot of the details are more noticeable too, which can be more impactful than the real-life smaller versions.

Q: What three pieces of yours would you recommend for users to display on The Frame?

It really comes down to personal preference, but I can tell you that last month, my most popular artwork in the Art Store was the Clifford King of the Point. It’s a painting of a big, bearded dude, standing with his surfboard on my local beach, and he is surrounded by goofy looking seagulls. It’s summery, fun and colourful.

Clifford King of the Point (2020)

The second most viewed artwork of mine last month was a colourful collage style artwork titled Under the Sea. It features coral, fish with moustaches, bearded pineapples and octopus tentacles. I originally drew this artwork for a chain of Poke Bowl restaurants in my hometown of Sydney.

Under the Sea (2018)

Another one of my favourite artworks in the Art Store is titled Cactus Brothers. It’s a painting of two cactus characters wearing sombreros under a starry night sky. They are in the desert surrounded by cacti and palm trees, and an oasis style lake is in the background. It was an artwork, which I was commissioned to paint for a cactus-loving collector of my art.

Cactus Brothers (2021)

To see more of Mulga’s artwork, head to the Samsung Art Store in The Frame.

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^[1] * Art Store subscription required to access full selection. Fees apply to subscription service.

** Art pieces in the Art Store are subject to change without prior notice.

While the adoption of technology within the art space is inevitable, widespread adoption of technology poses an important challenge: how to expand works of art digitally without taking away from the uniqueness of their physical form. For consumers, technology can break barriers and change how art is consumed. It can also provide a look into the future of art as the blending of the physical and digital art worlds occurs.

Samsung Newsroom recently sat down with Wolfgang Bergmann, CFO of The Belvedere to discuss how this partnership is paving the way for continued digital growth within the art space while still preserving the culture and richness of physical art.

The Belvedere by Lukas Schaller

Q: Briefly tell us about your work at The Belvedere.

Our mandate is to set the course for The Belvedere, which is one of the oldest museums in the world, and a showcase for contemporary art. In that task, we are faced with the challenge of preserving the past while also being forward-looking and breaking new ground, and this is what makes our job so exciting.

Q: The intersection of art and technology has grown significantly in recent years, paving the way for the democratization of art, and it seems especially evident in its creation and accessibility. What is your take on this? How has this provided opportunities and/or challenges in the art world today?

The Belvedere aspires to be one of the most prestigious cultural institutions in the digital world, thereby reaching new audiences. Today, around half of the Belvedere collection is available online. Those interested in art can easily research the museum’s inventory and scroll through 900 years of art history, from the Middle Ages to the present day. However, I am convinced that this will only increase their desire to visit Vienna and The Belvedere in person.

Q: Technology also makes art more convenient and accessible to collectors. How have you seen this play out over the years?

Digital art space is getting easier to access, especially through NFT technology. However, this won’t replace classical art but rather add to it. Quite recently, we decided the time was right to undertake a unique NFT project, and a centrepiece of The Belvedere’s collection — The Kiss by Gustav Klimt — was unveiled in the new format.

The Kiss (Lovers) (1908-1909) by Gustav Klimt

Q: Digital art displays, such as Samsung Art Store, have allowed users to enjoy unique experiences from the comfort of their homes. How do you see this technology playing out in the coming years and what sort of impact will it have in the art industry as a whole?

I think this technology definitely arouses interest in art and enhances the experience of appreciating the original piece. Owners and viewers of the digital image can form a personal connection to the original artwork.

Q: What differences do you see between displaying your work in-person vs. digitally on The Frame?

A screen cannot replace the aura of the original piece. At the end of the day, The Frame and the Art Store invite people to see the original in the museum. On the other hand, museum visitors who have admired an original work of art on-site will be happy to bring it digitally into their living room. Modern screens are so technically advanced that you may discover things digitally on The Frame that you could not see with the naked eye in a museum.

Q: How do you envision the future of art exhibitions and museums?

Art exhibitions will continue to exist online and offline. The metaverse is becoming a part of our life, but it’s not a substitute for “real” life. The physical visitor experience in a museum will therefore always remain important.

In the Bower (ca. 1901) by Marie Egner

Q: Can you tell us more about how this partnership came to be? Why did you choose The Frame? From your perspective, what are the benefits of Samsung Art Store?

We were thrilled by the idea of bringing our collection to new formats, like Samsung Smart TVs, in order to give people access to art in their own living rooms. The Samsung Art Store provides visual variety on the screens, you can choose pictures according to the seasons or your personal mood, and you can always discover something new. The Samsung Art Store is the right partner for us.

Art pieces from the Belvedere collection on the Samsung Art Store are viewed many times a month. I am sure that the viewers are influenced by the artworks, consciously or unconsciously.

Brushwood Collector in the Vienna Woods (1855) by Ferdinand Georg Waldmüller

Q: Some of Belvedere’s most popular works in the Art Store include In the Bower by Marie Egner, The Kiss by Gustav Klimt and Blooming Poppies by Olga Wisinger-Florian. Are these also popular for museumgoers and are there any other pieces in the collection in the Art Store that you foresee gaining more mainstream popularity?

Gustav Klimt’s The Kiss is an icon piece of romantic love and a centrepiece of The Belvedere’s collection — people all over the world are smitten with it. Landscapes and nature motifs are also especially popular, both online and offline. As for increasing popularity, I see paintings by female artists from around the turn of the century, such as Broncia Koller-Pinell or Emilie Mediz-Pelikan, continuing to rise, as well as more works by Gustav Klimt and Egon Schiele.

I would recommend some autumn motifs, such as Brushwood Collector in the Vienna Woods (1855) by Ferdinand Georg Waldmüller and Orange Grove on the French Riviera (1903) by Broncia Koller-Pinell.

Orange Grove on the French Riviera (1903) by Broncia Koller-Pinell

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^[1] * Art Store subscription required to access full selection. Fees apply to subscription service.

** Art pieces in the Art Store are subject to change without prior notice.

*** Art Store may not be available in some countries.

Melanie Mikecz, a mixed-media artist and illustrator based in San Francisco, U.S., is taking these experiences to new heights with her combinations of naturally-occurring patterns with hyperbolic expressions to masterfully blend the worlds of painting and graphic design for art fans of all ages.

In order to learn more about how technology is helping Mikecz create art that inspires artists and enthusiasts alike, Samsung Global Newsroom sat down with her to learn more about her creative journey.

Melanie Mikecz

Q: You specialize in a digital mixed media style that charms children and adults alike. What inspires your work?

I have a background in both painting and graphic design. I found that combining painted elements and new technology gives me the most artistic freedom. I am not limited by the constraints of traditional media, but at the same time, my work has more texture and depth than digital media alone.

I have always been inspired by naturally-occurring patterns and vibrant colour palettes. However, I do always like to add a twist to my work. Whether that is by exaggerating the colour or by creating an imperfect pattern. Now that I have children, I am also influenced by their interests and aesthetics.

Q: Was your original intention when creating art to appeal to all ages? Or has that been a natural, organic reaction to your work?

I don’t know that I consciously sought to create art for all ages. Rather I enjoyed making art that was vibrant and a little funky. I’ve always liked drawing animals and creatures, so that tends to appeal to children. My more abstract work is geared more towards adults. However, I think there is a lot of crossover between the two styles.

My Art Store collection for The Frame has bright palettes and imaginative creatures that charm children. At the same time, I think many adults will enjoy adding some colour and energy to their living spaces through my work.

Q: What do you think of the Art Store as a piece of technology to include within the households of children? 

I would imagine that the Art Store positively affects children’s development as it introduces them to a rotating gallery of art. By periodically swapping out the art on The Frame, children are presented with a variety of artists, styles and subjects. I think this can both inspire children’s own creativity and start bigger conversations.

Q: As you said, your illustrations are known for their vibrant colour expression. How does The Frame display that aspect of your art?

The Frame displays colour better than traditional print media, so my artwork is much more vibrant on its screen than on paper or canvas. The texture of my work also comes through nicely on The Frame. Furthermore, its function as a digital display allows for my work to get in front of a wider audience.

Q: What made you decide to work with digital art platforms, such as Etsy and The Frame’s Art Store?

I have been marketing my work on Etsy for years since it is a great way to sell my art directly to the consumer. When I first heard about The Frame, I thought it was such an innovative concept. So, when Etsy and Samsung approached me to share my work this way, I was eager to get involved.

Q: What has been your favourite piece of your own to be displayed on The Frame? Why?

My piece Enchanted Sea is one of my favourites because it bridges the gap between abstract art and illustration. The cool colour palette of this piece has a modern, beachy vibe.

“Enchanted Sea”, Melanie Mikecz

Q: How does showcasing your work on a digital platform like the Art Store mutually benefit art enthusiasts and consumers alike?

First of all, using The Frame to display art when not watching television is so much nicer than simply having an empty black box on the wall. I also think that it is super fun to be able to swap out the art being displayed depending on your current mood, the season, your vibe or another reason. For example, my piece Sea Turtle Swim might be displayed during warm weather or when you are dreaming of a beach vacation.

“Sea Turtle Swim”, Melanie Mikecz

However, my piece called Mountain Adventure by the Sea might be more fittingly displayed during winter.

“Mountain Adventure by the Sea”, Melanie Mikecz

This collaboration with Samsung and the Art Store is also the first time that I have worked with a partner to display my work only digitally. I appreciate the time taken to curate the collections on the Art Store and how diligently credit is given to the artist. The way art is carefully selected and displayed means that the Art Store has the sophistication of a museum collection.

Q: Ultimately, where do you see the future of art exhibition headed?

In the future, protecting the artist’s intellectual property will continue to be a focus. I also envision that we will see smaller displays much like The Frame all throughout the home, as well as more prominent digital-based displays in the broader world as digital art exhibitions become more popular.

To see more of Mikecz’s art pieces, including Enchanted Sea, be sure to head to the Art Store on Samsung’s The Frame.

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^[1] * Art Store subscription required to access full selection. Fees apply to subscription service.

** Art pieces in the Art Store are subject to change without prior notice.

*** Art Store may not be available in some countries.

Traversing both the impenetrable jungle of the Ecuadorian Amazon to the bustling city of Santiago de Chile, Alberto Montt’s work, which reflects his experience and emotions as gleaned from everyday life, has been featured on Samsung Electronics’ Art Store since 2019, gaining him popularity from fans around the world.

Montt is known in particular for his experimental approach to art, which combines different elements to create a new way for people to enjoy his work. With the rising popularity of digital art forms and new mediums, Samsung Global Newsroom sat down with Montt to discuss his work and the meaning of digital art.

Alberto Montt

Q: Can you please introduce yourself?

I am a Latin American storyteller. Illustration is my second language. I have about 30 published books, and I do standup performances that mix elements of spoken and graphic language. I am inspired by everyday life and emotional memory, which allows me to relate to the day to day.

Q: Your pieces are known to present cultural and contradictive statements through youthful illustrations. Where does your inspiration for this come from?

Art should force you to think and to question your position in this world. When art does not challenge you, it is pure decoration.

Q: As a storyteller and an illustrator, you utilize digital art as a means to interact with your audience. What can you say about its growing popularity and what are some of the benefits it brings to the art community?

It features multiple mediums, which comes with its advantages and disadvantages. Digital art is a tremendously complex tool that allows communication to be explored from virtually an infinite number of possibilities.

Q: How has your own artwork evolved as digital art and as technology has advanced? Are there any notable changes in your life that were deeply impacted by innovations in technology?

The biggest impact technology has had on my life was allowing me to move around the world while working. These days, I am able to take my workshop and my studio with me wherever I go.

Alberto Montt during his standup performance

Q: Let’s talk about your partnership with Samsung Art Store. What type of role do you think it plays in the evolving, digital art world?

Being part of the Art Store has allowed me to reach a diverse and global audience in a way that no other platform I know can offer. Being able to exhibit digital art with the value it deserves is an achievement that only technology has allowed. With my own Art Store on The Frame, the images I see change very often, and my whole space is consequently altered and delineated by that randomness and diversity.

Q: Are there any advantages of displaying art on screens such as The Frame?

Absolutely. The range of colours and lighting of the screen completely modify the relationship between the viewer and the work. For me, it has been very exciting to plan the works that will enter the Art Store from that perspective. I would love to see how they are observed and “lived” within people’s everyday spaces.

Q: Can you introduce three of your favourite pieces on the Art Store?

Tigre is a visual exercise that takes me back to my childhood. I grew up in the Ecuadorian jungle and although there are no tigers, the idea of the foliage and the innumerable colours and shades of green moves me deeply.

“Tigre”, Alberto Montt

Laberinto is another one of my favourites. It’s a work that seeks, from graphic simplicity, to represent the complexity of human relationships.

“Laberinto”, Alberto Montt

Beso is an illustration that is part of a book published in Colombia that discusses curiosity and emotional awakening. This is the picture I like the most from that book, perhaps because it also has that vegetal exuberance.

“Beso”, Alberto Montt

Q: Finally, where do you see the future of digital art headed?

For me, art is a game that is constantly changing. That reinvention excites me. It is that surprise that keeps me alive.

To see more of Montt’s latest art pieces, including Beso, head to the Art Store on Samsung’s The Frame.

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^[1] * Art Store subscription required to access full selection. Fees apply to subscription service.

** Art pieces in the Art Store are subject to change without prior notice.

*** Art Store may not be available in some countries.

Samsung Electronics recently announced that it has sold more than one million units of The Frame globally this year, making it the first single-year million-seller in the Samsung lifestyle TV lineup. Total sales since The Frame’s 2017 launch are expected to exceed two million units by year end, driven by heavy demand in North American and European markets.

“The Frame is not just a device for watching TV, but a lifestyle product which enhances a space with its design and enriches consumers’ lives with an extensive art collection,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung Electronics. “We continue to look for ways to strengthen The Frame’s offerings to find innovative ways to satisfy consumers’ evolving needs and desires. We are also always exploring partnerships with new museums, galleries and artists to offer a much wider range of collection in the Art Store.”

Innovative Design Marries Form and Function

The Frame is the most popular model in the Samsung lifestyle TV lineup. Since it was first released in 2017, The Frame’s design, features and size have continuously evolved, reflecting consumers’ ever-changing tastes and lifestyle needs.

As consumers have been spending more time at home, the popularity of home entertainment content has risen, along with consumer demand for screens that go beyond a home device and enhance their interior design. The Frame perfectly combines these trends to offer consumers a blend of form and function, leading to rising sales for the lineup.

Innovating picture quality and keeping up with consumer trends drive Samsung to continually enhance each new iteration of The Frame. In 2020, Samsung added QLED picture technology to deliver more vibrant images. The TV also incorporates a brightness sensor to adjust the brightness level depending on the surroundings so that viewers can fully enjoy optimized pictures and videos. In November 2021, Samsung launched an 85” version, so The Frame is now available in seven different sizes (35”, 43″, 50”, 55″, 65″, 75″, 85″) to satisfy a variety of lifestyles and fit various home spaces.

The Frame in 2021 offers a slim bezel of 24.9mm, or almost half the width of last year’s model[1], adding elegance of space with frame-type bezels available in various colours[2] The Frame can be set up on a TV stand, wall-mounted[3] for a gallery look, or placed on the recently released Studio Stand[4].

Curated Content Through Strategic Partnerships In the Art Store

Aside from its unique and modern design, a focal point of The Frame is the Art Store—its proprietary art subscription platform.[5] When users are not watching content on The Frame, they can use Ambient Mode to choose works of art from the Art Store’s vast library of paintings and photographs to put on display—this way, the screen does not have to be a blank canvas interfering with interior design, but an element that enhances it.

The Frame’s Art Store offers over 1,500 artworks from world-renowned museums and galleries such as the Hermitage Museum in Russia, the Louvre in France, and the Prado Museum in Spain. Through partnerships, Samsung has expanded the Art Store’s collection to encompass unique artworks from up-and-coming creators all over the world such as Magnum Photos, a global photojournalist group, and most recently, the leading art photography by Maison Onigiri of YellowKorner, to offer vibrant artwork that takes advantage of The Frame’s QLED picture quality. With AI-based curation, the 2021 version of The Frame analyzes consumer’s patterns and tastes and recommends new artwork especially for them.

The 2021 version of The Frame offers significantly increased storage capacity with 6GB compared to previous versions that offered 500MB. It can now store up to 1,200 pictures in 4K resolution so users can select more art to form their own personalized gallery.

For more information on Samsung’s lifestyle TV portfolio, please visit www.samsung.ca.

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[1] 46% slimmer than the previous The Frame 2020 model.

[2] Customizable bezels sold separately. Available colours and style may vary by region or TV size.

[3] Design of Slim Fit Wall-Mount and One Connect Box may be different according to the size of TV.

[4] Sold separately.

[5] The art pieces are available as a single purchase for $26.99 or a monthly subscription for $7.99 or yearly subscription for $79.90 to the Art Store. Art pieces in the Art Store are subject to change without prior notice.

Depending on the space, there are various ways that Samsung’s Lifestyle TVs can be used to enhance the interior. With the assistance of a home stylist, Samsung Newsroom shares elegant ways to use the company’s Lifestyle TVs and household objects to decorate a variety of spaces. Whether you are decorating your interior with plants or opting for a minimal aesthetic, the following tips and tricks can help you create your perfect space.

Samsung’s lifestyle TV, The Frame, is known for its ability to recreate images that look remarkably alike to physical prints and paintings, with quantum dots in the panels making colours more vibrant and sharpening contrast[1]. The Frame has been offering curated selections since 2017, with the Art Store providing access to an expansive range of artworks from a host of eras and contributions from world-renowned galleries and museums[2].

Under its monthly theme of ‘Wild and Free’, the Art Store is featuring world-renowned photographer Tommy Clarke, whose aerial photography transports viewers to scenic, dreamlike destinations. Samsung Newsroom sat down with Clarke to learn about his creative journey and his work.

▲ Bamboo Parasols (2019)

The View From Up Here

Ever since he first picked up a camera, Clarke knew that photography would allow him to capture his artistic vision in a way no other medium could. “I found I could most easily capture what I wanted to with a camera,” he says. “Plus, I’m able to have my camera with me at all times!”

And Clarke’s preference for aerial photography has led him all over the globe, from Miami Beach to Iceland, as he searches out interesting scenes to capture. “From there it becomes about whether I can get a helicopter or plane over the area,” he relates. “When the stars align, I pack a camera and go.”

Rather than an orchestrated scene, Clarke prefers to capture candidly, flying high enough so that people aren’t looking up at him, but low enough so that he can capture those important details.

▲ Tommy Clarke

Capturing Incredible Colours Around the Globe

For Clarke, colour is a vital element when it comes to getting the perfect shot. “The colours may be the most important part of my photos. It’s what first catches the eye and it’s why my photos hang on walls around the world,” he says. “Capturing incredible colours – be they from sand bars in Australia, or colourful beach towels in Saint Tropez – is what gives my photos their beauty.”

And technology plays a huge role in ensuring those colours are accurately reflected. On The Frame, which produces 100% colour volume[3] thanks to quantum dot technology, colours have a lifelike quality that truly communicates the artist’s intent. “I am used to world class printers and museum quality paper, so when I first saw my images on The Frame, I was blown away,” he notes. “The colours pop in the same way they do in a physical print.”

▲ Playa Shoreline (2015)

Redefining Norms

With technology like The Frame’s QLED display now available to him, Clarke says his craft is shifting. “I’d be willing to put on a fully digital exhibition now. Technology like The Frame gives me full faith that my images will be displayed exactly as I want them to be,” he says. “Given the choice of doing an exhibition with five screens on the wall showing images on rotation, or printing and framing forty images, I’d go for The Frame every time.”

What’s more, with The Frame users have access to an ever-growing library of art unlike any other. In Clarke’s opinion, “The best part about The Frame is that you don’t have to choose just one picture to hang on the wall. Often, people at my gallery are torn when deciding which picture to buy. But The Frame resolves this by allowing them to rotate the images they’re displaying.”

8 of Clarke’s pieces are available today on the Art Store and The Frame.

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[1] Quantum Dot technology delivers our finest picture ever. With Colour Volume 100%, Quantum Dot takes light and turns it into breathtaking colour that stays true at any level of brightness. * 100% colour volume according to DCI-P3 Colour Space tested by Verband Deutscher Elektrotechniker (VDE Germany) ID.40045577 December 2017.

[2] The art pieces are available as a single purchase for $26.99 or a monthly subscription for $7.99 or yearly subscription for $79.90 to the Art Store. Art pieces in the Art Store are subject to change without prior notice.

[3] 100% colour volume according to DCI-P3 Colour Space tested by Verband Deutscher Elektrotechniker (VDE Germany) ID.40045577 December 2017.

The Belvedere’s art collection includes works ranging from the Middle Ages to the present day. In the Baroque ambience of Belvedere Palace, the museum presents the world’s largest collection of Gustav Klimt paintings as well as prominent works from the periods of Viennese Biedermeier, Austrian Baroque, Vienna around 1900, and French Impressionism. Samsung’s The Frame is bringing a selection of 17 artworks by nine artists—the highlights from the collection—for viewing in the comfort of the home.

“Art needs strong partners. This project shows how fruitful it can be for all parties to have a cooperation between technology on the one hand and art and museums on the other. Together with Samsung, we are making it possible to make art more accessible to an international audience – and in doing so cementing our conviction that art is for everyone,” said Wolfgang Bergmann, CFO at Belvedere. “The trend towards digitalization and the possibilities that Samsung offers are of great benefit to us in this regard. Of course, there is no replacement for seeing the original. And the Samsung’s The Frame Art Store inspires people to do just that.”

“We are excited to provide globally renowned works of art in The Frame’s Art Store in partnership with the Belvedere,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung Electronics. “Since introducing The Frame in 2017, Samsung has curated a diverse catalogue with artworks from all over the world for the Art Store. Through this collaboration with the Belvedere, The Frame users will be able to enjoy a unique experience from their own homes.”

With new artworks from The Belvedere joining the collection, The Frame now boasts a catalogue with over 1,500 works of art from 42 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. These partnerships allowed users to experience The Frame not just as a television, but also as a discovery hub to explore the world’s most beautiful art pieces.

▲ (From left) Michael Zoeller, Vice President and Head of CE Samsung Electronics Austria, Taeho Park, President Samsung Electronics Austria and Switzerland, Wolfgang Bergmann, CFO, Belvedere

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[1] The art pieces are available as a single purchase for $26.99 or a monthly subscription for $7.99 or yearly subscription for $79.90 to the Art Store. Art pieces in the Art Store are subject to change without prior notice.

▲ (From left) Kyuseong Lee, Kang-il Chung and Sunwoo Kim, the lifestyle TV product planners at Samsung Electronics’ Visual Display Business

The characteristics of Samsung TVs are continuing to evolve in line with the latest trends and lifestyle patterns. Against this backdrop, the role of the television has expanded. While it used to simply be a device for delivering entertainment, the TV has now become a central component of users’ interior design schemes.

To keep up with emerging trends, Samsung Electronics has continued to think outside the box as it explores new possibilities for TVs. Since 2015, the company has been continuously pushing the envelope to develop new looks and features with its televisions, and help ensure that consumers can fit their TV to their lifestyle. So, how did Samsung come up with its lifestyle TV line, and what kind of consumer experience is it aiming to provide? To find out, Samsung Newsroom met with the company’s lifestyle TV product planners, who have contributed to solutions ranging from The Serif to The Terrace.

Lifestyle TVs: Becoming More Than Just a Fixture of the Living Room

Vivid picture and a sense of immersion are two fundamental elements that a television should provide, with a well-designed product capable of delivering both. Nowadays, with lifestyles shifting, viewing has moved out of the living room and people often prefer to consume their content in whichever room they are in at the time.

“Our goal was to allow consumers to have a range of different screens for the various spaces in their house,” said group leader Kang-il Chung. “This would allow them to enjoy whatever content they wanted, wherever they were, based on Samsung’s ‘Screens Everywhere’ philosophy.”

“In order to establish concepts for new TV products and functions, we look at things like how televisions are being used, interior decoration trends and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning stage, the product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to make it easier for the user to comprehend both the product’s story and the distinct experience it offers. Added Lee, “Rather than simply adding lots of different functions, we work to clearly define the main concept of the product, then make it different. In this way, we look to realize all aspects of the core experience to perfection.”

The Serif and The Frame: Bringing Classy Décor to Your Other Rooms

Since the time of its invention, the television has been considered a staple of the living room. But now, with a growing number of users also putting TVs in rooms like their bedrooms and studies, this is changing. In line with this trend, Samsung has expanded what it deems the ‘TV space’ from the living room to a range of other rooms. Along with this, the company has started to develop televisions that not only suit the interior aesthetics of those other rooms, but also include features that match the needs and lifestyles of the people using the rooms.

In 2015, Samsung introduced its first lifestyle TV, The Serif, which was designed to help contribute to users’ interior design schemes. The Serif’s iconic I-shaped design was created by the internationally renowned Bouroullec Brothers and is a great choice for those who want an aesthetically pleasing television that works well in any space. “We pursued a meaningful design that emphasized people and space and tried to get away from the usual ‘TV look’,” said Chung. “A lot of consumers claim that The Serif looks more like a lifestyle product than a TV.”

The product planning team’s ongoing efforts to develop new TV models that blend well with their surrounding environments also contributed to the development of The Frame. Looking like a modern picture frame, this television can be matched to consumers’ home décor style and features an ‘Art Mode[1]’ that allows viewers to enjoy artistic masterpieces from the comfort of their homes. The Frame TV’s sensors are also capable of automatically detecting illumination intensity and movement.[2] “Samsung is collaborating with world-renowned curators, renowned art galleries, museums and artists to deliver a broad collection of art through the Art Store[3],” related Sunwoo Kim. “We will keep working hard to ensure that we are able to display an increasingly broad range of great artworks in stunning resolution.”

Thinking Outside the Box: The Sero for Millennials

Samsung’s ‘think outside the box’ development philosophy goes beyond considerations of space and expands to form. Modern viewers’ increasing use of mobile devices means that watching content on vertical screens is becoming more common. The Millennial generation’s tendency to watch content on their smartphones, in particular, has contributed to the increased prominence of vertically displayed content. Thus, The Sero was developed as an answer to the question, ‘what if we could make the TV screen rotatable so that it could better match the lifestyles of Millennial users?’

The Sero is the result of this bold idea. “Developing the Sero with a rotating screen was a long and challenging journey, as it was like we were exploring unchartered territory,” said the product planners. The team had to consider a broad range of factors, such as whether the user would rotate the screen manually or whether it would rotate automatically. The project brought many different teams together as they set out to create a whole new consumer experience, with their efforts eventually culminating in The Sero. “We are witnessing an increasing amount of consumption of vertical, short-form content on social networking sites,” remarked Chung. “And The Sero allows viewers to use screen mirroring to watch this content in a full screen, immersive format.”[4]

Expanding to Other Spaces: The Premiere and The Terrace

Over time, the focus of Samsung’s Lifestyle TVs has continued to shift. Due to the pandemic, many people now prefer watching movies at home over going to the theatre. The Premiere is specifically designed for those who want to create a theatre-like environment in their own homes. This projector boasts an easy-to-install large screen with very sharp picture quality. “With The Premiere, you can enjoy your favourite content on an ultra-large screen from the comfort of your home,” related Kim. “With a premium fabric finish, The Premiere also serves as an excellent complement to your interior décor.” [5]

In the current climate, people are also making more use of private outdoor spaces, such as balconies. In line with such consumer lifestyle changes, Samsung has introduced its first outdoor TV model, The Terrace. With an IP55 rating to help protect against water and dust[6], The Terrace delivers an outstanding outdoor viewing experience [7]. Said Lee, “Going forward, the outdoor TV market is expected to grow exponentially. The Terrace provides an excellent outdoor viewing experience, delivering exceptionally vivid and detailed images.”

As our TVs become increasingly important parts of our lives, some argue that the evolution of the product is nearing its conclusion. But Chung thinks differently, claiming that, “There is still an unending range of possibilities for what our televisions might become in the future.” He expressed hope that himself and his team will be able to keep introducing new and varied lifestyle TV models to keep providing fresh experiences to consumers.

Samsung’s lifestyle TV product planners believe that TVs need to keep evolving in order to keep up with users continuously changing lifestyles. “We want to develop TVs that people want to own, and that they’ll want to show off,” Kim stressed. “Our dream is to build a so-called ‘lifestyle universe’ where each space is equipped with a lifestyle TV that suits the function of the space.”

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[1] Art Mode(Smart Service) and GUI(Graphic User Interface) may vary by model and region.

[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] The Art Store may not be available in some countries. Art pieces in the Art Store are subject to change without prior notice.

[4] Compatible devices only.

[5] The laser projector can be projected on a flat white or bright monotone wall without setting up an additional screen. For a more optimized experience, using a screen dedicated to ultra short throw projector is recommended.

[6] Protection from water and dust based on IP55 (International Protection Rating) standard and operating smoothly at temperatures between -30 to 50℃. Water projected by a nozzle (6.3mm) against enclosure from any direction. * IP55 (Ingress Protection Rating): Degrees of protection provided by enclosures (IEC 60529).

[7]  Installation must be in a shaded area. Please refer to the User Manual.

Available exclusively on the award-winning lifestyle TV The Frame, the Art Store has since its inception seen the collection grow to over 1,500 works of art from 42 different countries. Thanks to the expansion of numerous partnerships over the past four years, users can enjoy such world-famous masterpieces as Vincent Van Gogh’s ‘Starry Night’ right on the high-resolution screen of The Frame.

But how exactly does the Art Store on The Frame transform your living room from a blank screen into your own personal customized art gallery? Take a look at the infographic below for 5 need-to-know facts about the Art Store on The Frame.

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[1]The art pieces are available as a single purchase for $26.99 or a monthly subscription of $7.99 or a yearly subscription of $79.90 to the Art Store. Art pieces in the Art Store are subject to change without prior notice.