Samsung and Sotheby’s Partnership Merges Art and Technology Through The Frame

Samsung Electronics and international auction house Sotheby’s have recently teamed up to further enhance Samsung’s latest lifestyle TV innovation, The Frame, in terms of both form and function. Together, the companies are showcasing the device’s artistic value at Sotheby’s flagship location in New York City, and through an app that promises to bring a wealth of new content to the living rooms of art enthusiasts all over the world.

The Frame, an elegant masterpiece that seamlessly blends into its surroundings, was designed in collaboration with world-renowned designer Yves Behar. The television truly blurs the line between art and technology, thanks to its stunning design and ability to display beautiful works of art when not being used as a TV. And with Samsung’s No Gap Wall-Mount, it can hang flush to the wall, just like an actual framed picture.

For these reasons, Sotheby’s, which has been uniting collectors with world-class works of art since 1744, has integrated the television into its Contemporary Living exhibition. Running until July 19, the auction combines the categories of Photographs, Prints and 20th Century Design to ignite a compelling dialogue between a diverse group of works from each discipline.

Furthermore, the newly updated Sotheby’s app is now available on Samsung Smart TVs worldwide. For the first time, consumers can view Sotheby’s Auction Catalogues in their entirety, with full imagery and information regarding upcoming sales. HD Auction Streams are also now available for all Sotheby’s New York, London, Geneva and Hong Kong auctions, as well as worldwide RM Sotheby’s automobile auctions. Additionally, the app showcases Sotheby’s Museum Network, a hub that brings together more than 450 videos from over 50 of the world’s leading cultural institutions and makes them accessible to a global audience of art lovers and collectors.

“World-class works of art deserve a world-class viewing experience,” said David Goodman, Sotheby’s Executive Vice President of Digital Development and Marketing. “Whether browsing the Sotheby’s Auction Catalogues via the Sotheby’s App on Samsung Smart TVs or experiencing an artwork for the first time on The Frame at Sotheby’s during one of our exhibitions, Sotheby’s and Samsung are working together to bring art to people in groundbreaking ways.”

The Frame offers 4K UHD picture quality and can display over one billion shades of color. Instead of fading to black like a conventional TV when switched off, the device’s display transforms into a customizable work of art that elegantly exhibits a selection of artwork through ‘Art Mode.’ Users can choose from more than 100 professional works that vary in genre, composition and subject via the exclusive ‘Samsung Collection.’

Paired with customizable accessory options including interchangeable bezels and an optional Studio Stand, The Frame truly complements the living space, bringing art and entertainment into the home in entirely new ways.

Source : US Newsroom