“Defying Boundaries To Celebrate Creativity” — Highlights From Art Basel in Basel 2025

From June 19 to 22, 2025, Samsung Electronics will collaborate with globally renowned artists to celebrate global diversity, artistic innovation and the power of display technology at Art Basel in Basel 2025, the world’s largest art fair held in Basel, Switzerland.

▲ As Art Basel’s official display partner, Samsung offers exclusive access to curated exhibition artworks via Samsung Art Store, also on display onsite at Art Basel in Basel 2025.

With participation from approximately 280 galleries across 42 countries and regions, Art Basel in Basel 2025 offers a comprehensive view of the latest ideas shaping contemporary art today. As the official display partner, Samsung presents a new digital art experience that brings together art and technology through its premium screens including The Frame, MICRO LED and Neo QLED 8K.

Immersive Digital Art Experience: ‘ArtCube’ Draws Visitors Into the World of Art

At Art Basel in Basel 2025, Samsung unveiled ‘ArtCube,’ a lounge dedicated to digital art experiences on Samsung devices. Created under the theme “Borderless, Dive Into the Art,” ArtCube offers a progressively immersive journey as visitors navigate the space.

Passing through a large LED entrance where the Art Basel in Basel Collection from Samsung Art Store is reinterpreted as digital artworks, visitors discover a space showcasing the full lineup of Samsung Art TVs in the ArtCube. Artworks from Samsung Art Store, displayed across The Frame, MICRO LED and Neo QLED 8K screens, envelop the front and side walls to create a deeply immersive experience — one that makes visitors feel as though they have stepped directly into the art itself.

▲ Samsung Art TVs — including The Frame Pro, MICRO LED and Neo QLED 8K — line the interior walls of ArtCube.

▲ A visitor views Basim Magdy’s artwork on display at ArtCube, part of the Samsung Art Store collection at Art Basel in Basel 2025.

An interactive experience zone, powered by Samsung Art Store, is also featured. Visitors can select an artist showcased in the exhibition, take a photo and generate a personalized selfie in the chosen artist’s style, using generative AI — offering a distinctive and engaging experience.

▲ A visitor captures a selfie to generate a dynamic artwork styled after her favorite artist at Samsung ArtCube.

Talk Session With RM of BTS: Expanding the Boundaries of Creativity Through Digital Technology 

A special talk session was also held, attracting significant attention as RM of 21^st century pop icons BTS and a passionate advocate for the arts, joined as a guest panelist to engage with visitors.

▲ Photo of BTS’s RM participating as a panelist

During the session, RM remarked, “Art is already embedded in many aspects of our lives. It makes us more human, gives us space to breathe amid life, and often opens a window to somewhere else.”

Also joining the session was Basim Magdy, a contemporary artist based in Basel, Switzerland, and a featured creator on the Samsung Art Store. He shared insightful perspectives on the role of digital technology and its future potential within the art ecosystem.

▲ Artist Basim Magdy explains how his work can be more richly experienced through Samsung Art TVs.

“I never imagined one of my pieces showing up in someone’s living room in another part of the world,” said Basim Magdy. “It’s thrilling to know that my artwork is hanging in someone’s living room on the other side of the world.”

Bringing Art Into Everyday Life Through Samsung Art Store

Earlier this week, Samsung unveiled a new collection featuring 38 highlighted pieces from Art Basel in Basel 2025, now available on Samsung Art Store. With this launch, Samsung Art Store subscribers around the world can enjoy a diverse selection of Art Basel artworks from the comfort of their homes — without needing to travel to Basel, Switzerland.

As the official display partner of Art Basel for 2025, Samsung will continue its participation in the annual exhibitions held in Basel, Hong Kong, Paris and Miami. Through Samsung Art Store, the company aims to make art more accessible and seamlessly integrated into everyday life.

▲ Basim Magdy, featured in the Samsung Art Store collection at Art Basel in Basel 2025, views his own work on display at ArtCube.

▲ Visitors take in the vibrant, dreamlike works of Basim Magdy on display at ArtCube, part of Samsung’s digital art showcase at Art Basel in Basel 2025.

▲ A visitor captures Kun-yong Lee’s artwork on display at Samsung ArtCube.

▲ A visitor views Marc Dennis’ artwork on display at Samsung ArtCube.

▲ A vivid portrait in the style of Marc Dennis captures a visitor’s attention at ArtCube, part of Samsung’s digital art showcase at Art Basel in Basel 2025.

▲ A vivid portrait in the style of Saya Woolfalk captures visitors’ attention at ArtCube, part of Samsung’s digital art showcase at Art Basel in Basel 2025.

▲ The experience zone highlights Samsung Art Store and lets visitors create immersive, AI-powered photos with animated elements from featured artworks.

▲ One of the most striking pieces at ArtCube, Basim Magdy’s “The Dictator and His Cockroach Count Their Blessings” merges satire and dreamlike visuals in Samsung’s digital art showcase.

▲ Visitors explore the immersive artworks by Marc Dennis at ArtCube, where his vivid, hyperreal art pieces are brought to life with digital projections.

* All artworks in Samsung Art Store are available with a membership subscription. Artwork availability is subject to change without prior notice and may vary by region.
** This article was updated on June 20, 2025 to include more on-site photos.