As provider of the Official Art TV of Art Basel, Samsung welcomed visitors into an immersive exhibition shaped by light, scale and space. Pairing monumental digital imagery with more intimate viewing moments, the experience showed how art can transcend the gallery into daily life at home.

A New Home for World-Class Art

Samsung Art TV Lounge was built around the concept “Crossing Time, Crossing Space,” connecting Korean artistic heritage with a contemporary vision of art at home.

Visitors first passed through an exterior LED facade before entering the lounge, where vivid digital artwork unfolded across Samsung Art TVs.

Inside the space, a cube-like arrangement featured the Samsung OLED on the left, The Frame Pro on the right and the 130-inch Micro RGB that anchored the exhibition, capturing every nuance of brushstroke and light in true-to-artist detail.

Across the three Samsung Art TVs, selections from the late Samsung Chairman Lee Kun-Hee’s renowned Collection were presented through Samsung’s partnership with the National Museum of Korea, alongside works by Yoon-Hee, living in France, known for large, simple abstract paintings and metal sculptures that explore time, and the mix of Asian and European styles, and JongSuk Yoon, living in Germany, known for dreamy, colorful landscapes that connect East Asian traditions with Western abstract art.

Further into the exhibition, guests explored Samsung Art Store’s 2026 Art Basel Hong Kong collection, a curated selection of 25 works from 20 emerging and established artists represented by eight prestigious galleries, including Bank, CLC Gallery Venture, Lin & Lin, Pearl Lam, Rossi & Rossi, Tomio Koyama, Vacancy and Don Gallery.

Interactive moments extended beyond the Samsung Art TV Lounge, with visitors invited to explore Samsung Art TV displays across the fair and take part in an Art TV billboard selfie activation at the Hong Kong Entertainment Building Shopping Arcade, reinforcing the idea that art can be experienced as part of everyday life from anywhere.

An Evening of Art, Style and Discovery

Samsung also hosted an exclusive evening at Pier 1929, inviting guests to explore their artistic preferences with Samsung Art TV. Throughout the evening, attendees took part in an interactive program that guided them through curated activities inspired by the artworks on display.

From artwork selections to photo activations and dinner conversations, the experience fostered a personal connection with art.

Junwha Hong, Vice President and Head of Marketing for Samsung’s Visual Display (VD) Business, opened the evening by reflecting on Samsung’s ongoing partnership with Art Basel and how the 2026 Samsung Art TV lineup expands access to world-class art in everyday spaces.

Art Basel, Beyond the Fair

Through its partnership with Art Basel, Samsung is bringing museum-quality artwork into the home, turning the TV screen into a more personal, everyday way to discover and live with art.

Samsung recently introduced the 2026 Art Basel: Hong Kong Collection to Samsung Art Store, a digital art subscription platform home to 5,000+ artworks, 800+ artists and 80+ partnerships.

Available across Samsung’s Art TV lineup, including The Frame Pro, The Frame, Micro RGB, Neo QLED, QLED and OLED, Samsung Art Store lets viewers experience highlights from the fair wherever they are.

Samsung Electronics, global display leader and provider of the Official Art TV of Art Basel, today announced the launch of the Art Basel Hong Kong 2026 Collection. The curated digital exhibition will be available exclusively on Samsung Art Store and features 20 contemporary artists showcased at Art Basel Hong Kong, being held March 27-29 at the Hong Kong Convention and Exhibition Centre. At a dedicated booth, Samsung will demonstrate how its Micro RGB, OLED and The Frame Pro display each artwork in stunning detail.

“Building on years of collaboration with Art Basel, this collection represents the caliber of art Samsung Art Store offers, transforming homes into personal galleries suited to any taste,” said Bongjun Ko, Vice President of the Visual Display (VD) Business at Samsung Electronics. “Our advanced display technology brings priceless artworks into homes with stunning realism, so that anyone can become a collector.”

The collection will be featured in stunning 4K resolution on Samsung Art Store starting today, continuing Samsung’s longstanding partnership with Art Basel and extending the experience of the fair beyond the exhibition halls to audiences worldwide.

Introducing the Art Basel Hong Kong 2026 Collection

The Art Basel Hong Kong 2026 Collection features 25 artworks from 20 emerging and established artists represented by eight prestigious galleries: Bank, CLC Gallery Venture, Don Gallery, Tomio Koyama, Pearl Lam, Lin & Lin, Rossi & Rossi and Vacancy.

The carefully curated collection reflects the cultural dynamism and diverse viewpoints that define Hong Kong’s contemporary art scene. Highlights include:

• Chinese artistic heritage and innovation, represented through works by 11 Chinese artists spanning six decades of contemporary practice.
• Michael Najjar, “Europa” (2016). Najjar is a German painter and trained astronaut who is scheduled to participate in an upcoming spaceflight aboard Virgin Galactic’s VSS Unity.
• Sun Yitian, “Ken” (2023). Yitian’s work has been featured in major international collections, including a collaboration with Nicolas Ghesquière for Louis Vuitton’s Pre-Fall 2024 collection.
• Ha Bik Chuen, “Wheatfield A” (1994) and “Untitled” (1995). Chuen was a self-taught contemporary artist whose extensive archive spanning 500 boxes is being digitally catalogued by the Asia Art Archive for scholarly access.

“Art Basel Hong Kong is always looking for ways to broaden how people experience art,” said Angelle Siyang‑Le, Director of Art Basel Hong Kong. “Our partnership with Samsung helps bring art into our homes in a way that feels both accessible and truly high‑quality. It’s not about replacing the gallery — it’s about giving more people the chance to live with great art every day.”

Celebrating Cultural Legacy: The Lee Kun-Hee Collection

During Art Basel Hong Kong 2026, Samsung will also present a curated selection of 20 works from the Lee Kun-Hee Collection on Samsung Art Store, in partnership with the National Museum of Korea. Recognized as one of Korea’s most significant private art collections, the works from the late Samsung Chairman Lee Kun-Hee’s renowned art collection reflect a long-standing commitment to cultural preservation and public access.

These treasured pieces — including “Sun, Moon and Five Peaks,” “Ten Symbols of Longevity” and “Scholar’s Accoutrements in a Bookcase” — have shaped artistic discourse across generations and continue to resonate with contemporary art circles.

The selection will be available on Samsung Art Store through January 2027, offering global audiences digital access to important works of Korean artistic heritage.

The National Museum of Korea and the National Museum of Modern and Contemporary Art are also co-hosting “Korean National Treasures: 2,000 Years of Art,” the second overseas touring exhibition of the late Chairman Lee Kun-Hee’s donations, at The Art Institute of Chicago through July 5.

Samsung Art TV: Where Art and Technology Exist in Harmony

Samsung’s 2026 expanded Art TV lineup represents a fundamental belief that art belongs in everyday spaces, integrated seamlessly with technology and design. The lineup is led by The Frame and The Frame Pro, Samsung’s lifestyle TVs that blend display innovation with design to create an immersive art-viewing experience. The expanded lineup also includes Micro RGB, Neo QLED and the OLED,¹ offering consumers greater flexibility in how they incorporate premium art experiences into their living spaces.

Samsung Art Store is available across the complete Art TV lineup. The platform features over 5,000 works by 80+ partners, including the newly launched Art Basel Hong Kong 2026 Collection. As the world’s leading TV brand for 20 consecutive years,² Samsung continues to advance display innovation designed to faithfully render works of art.

About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, Paris and Qatar. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms and initiatives, such as The Art Basel and UBS Global Art Market Report, the Art Basel Shop and the Art Basel Awards. For further information, please visit artbasel.com.

1. S95H and S99H only. ︎
2. Omdia, Feb. 2025. ︎

Samsung Electronics, global display leader and provider of the Official Art TV of Art Basel, today announced the launch of the Art Basel Miami Beach 2025 Collection, a curated digital exhibition spotlighting 24 contemporary artists who will be showcased at Art Basel Miami Beach from December 5-7,¹ available exclusively on Samsung Art Store.

“With the Art Basel Miami Beach 2025 collection, we wanted to bring the distinct energy of the show directly into people’s homes,” said Daria Greene, Head of Content and Curation for Samsung Art Store. “Each artwork carries its own cultural perspective, expanding the ever-growing collection we offer on Samsung Art Store.”

The Art Basel Miami Beach 2025 Collection features artwork by emerging and established artists from around the world, presented by seven of the world’s top galleries — Instituto de Visión, Kurimanzutto, Meredith Rosen Gallery, Nina Johnson, Vermelho, Sean Kelly and Charlie James Gallery. The hand-selected digital collection reflects the cultural richness and diverse voices that define contemporary art today.

Highlights include:

• Olinda Silvano, “Energía de la visión de Ayahuasca” (2022), presented by Instituto de visión
• The Pérez Bros., “Victoria Park” (2025), presented by Charlie James Gallery
• George Nelson Preston, “Apenas Cinco Semanas Da Kissama e as Colinas Do Brasil Nos Surpreenderam” (2019), presented by Nina Johnson
• Jennifer Rubell, “40 Hearts” (2018), presented by Meredith Rosen Gallery
• Aycoobo, “Luna Ilena” (2024), presented by Instituto de visión

This is the fifth Art Basel digital art collection featured on Samsung Art Store. As part of Samsung’s longstanding partnership with the show, each collection aims to reflect the global reach of artists and galleries showcased at Art Basel, bringing that discovery directly into homes worldwide across the Samsung 2025 TV lineup.

“Art Basel’s partnership with Samsung continues to expand the ways in which our galleries and artists can reach new audiences,” said Vincenzo de Bellis, Chief Artistic Officer and Global Director of Art Basel Fairs. “By bringing a curated selection from Art Basel Miami Beach into homes around the world, this initiative extends the fair’s artistic vision beyond the halls of the convention center and broadens the possibilities for discovery, engagement and visibility. We are delighted to see these works presented on Samsung Art Store, reflecting the depth of our exhibitors, the global resonance of their artists and the evolving formats through which contemporary art is experienced today.”

Samsung has led the global TV market for 19 consecutive years,² delivering the exceptional picture quality that fine art demands. Samsung Art Store features more than 4,000 works by over 800 artists, including the Art Basel Miami Beach 2025 Collection.

For more information, visit www.samsung.com.³

About Art Basel

Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, Paris and Qatar. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital initiatives including Zero 10 the Art Basel App and through programs such as the Art Basel and UBS Global Art Market Report, the Art Basel Shop and the Art Basel Awards. For further information, please visit artbasel.com.

1. Art Basel Miami Beach is open to the public from December 5-7, following by-invitation-only access from December 3-4. ︎
2. Source: Omdia, Feb-2025 (Results are not an endorsement of Samsung). ︎
3. This press release has been updated for clarity. ︎

Building on his conversations from Art Basel in Basel 2025, where Samsung served as the Official Art TV Partner, RM shares how art can bring joy and meaning into daily life. The short film highlights how he curates artworks that reflect emotion and seasonality, celebrating the expressive energy and optimism of Keith Haring’s “Dancing Dog,” and introducing autumnal selections such as Lee Shinja’s “Spirit of Mountain” and Natasha Durley’s “Super Moon,” which evoke the serenity and lyricism of the fall landscape.

“Art has always been a way for me to reflect, to connect, and to find meaning in everyday moments,” said RM. “It’s exciting that the artworks that inspire me can now be enjoyed by anyone, right at home. With Samsung Art TV, I can bring a world of creativity into my space—and I hope everyone will be inspired to explore art in theirs, too.”

Samsung’s Art TV lineup combines advanced display innovation with aesthetic design to bring each work to life in true-to-artist detail. The Frame’s matte display minimizes glare to replicate the texture of real canvas, while Neo QLEDs deliver stunning contrast, depth and color through Quantum Dot and Mini LED technology, capturing every nuance of brushstroke and light.

Through Samsung Art Store,¹ available on The Frame and other Art TV models, users can access a growing collection of over 4,000 artworks from world-renowned museums, galleries and artists. With intuitive curation features, they can easily transform their homes into personal galleries and experience art in new ways.

“Samsung Art TVs make it possible for anyone to live with art and be inspired by it every day,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “RM’s continued ambassadorship reflects our shared belief that art becomes most meaningful when it’s part of everyday life.”

Through this collaboration, Samsung continues to expand how people experience both art and technology at home — building on its legacy as the world’s leading TV brand for 19 consecutive years² and reaffirming its commitment to making culture more accessible through innovation.

To learn more, visit www.samsung.com.

About RM of BTS

RM (Kim, Namjun) is a South Korean rapper, songwriter, music producer, and the leader of 21st century pop icons BTS. His discography includes solo mixtapes RM (March 2015) and mono. (October 2018), as well as solo albums Indigo (December 2022) and Right Place, Wrong Person (May 2024), which showcase his remarkable versatility across genres. As a creative powerhouse and avid art enthusiast, RM is renowned for crafting profound lyrics often inspired by various art forms. His flexible and philosophical approach to music and ability to push creative boundaries with cutting-edge collaborations has led him to work with a diverse range of artists, including Erykah Badu, Anderson .Paak, Lil Nas X, HONNE, Mahalia, and more. On May 24, 2024, RM released his critically-acclaimed second solo album Right Place, Wrong Person.

1. Samsung Art Store is an art subscription service available on Samsung Art TVs, including MICRO LED, Micro RGB, The Frame, NEO QLEDs and QLEDs. Currently available in 117 countries around the world, Samsung Art Store offers over 80 partners and 4,000 artworks in 4K quality. Through Samsung Art Store, subscribers can enjoy artwork from world-class galleries and masters at home and use it to create new interior designs every day. ︎
2. Omdia, Feb-2025. (Results are not an endorsement of Samsung) ︎

▲ RM reflects on how art is transforming his life at “Talk With RM” during Art Basel in Basel 2025.

As the art world converges at Art Basel in Basel 2025, Samsung Electronics hosted a special two-part media session spotlighting the evolving role of art in daily life. Titled “Living With Art,” the event brought together Samsung Art TV global ambassador RM of 21st century pop icons BTS, Clément Delépine, Director of Art Basel Paris and featured artist Basim Magdy to explore how technology is transforming how people experience, collect and live with art.

Together with Sofia Monteiro, Curator at Samsung Art Store Europe, the speakers shared how digital platforms like Samsung Art TV are helping to make art more accessible, more personal and more emotionally resonant in people’s everyday lives.

Part 1: RM on Finding Peace, Presence and Personal Taste Through Art

▲ “Talk With RM” at Art Basel in Basel

RM spoke candidly about how art has become a profound source of comfort, curiosity and connection in his life. Seated with Monteiro in a relaxed lounge space, he reflected on his early love of literature, his discovery of visual art and how innovative digital platforms like Samsung Art Store are modernizing access to art, particularly for those unsure where to begin.

“Art is already deeply embedded in our lives — in literature, architecture, film and, of course, music,” he shared. “But a lot of people still find art hard to understand. I think it’s already inside of us.”

That sense of instinctual connection came into focus during a tour stop in Chicago. With time to spare, RM visited the Art Institute of Chicago, and something shifted. “I wanted to see Monet and other artists I had only read about,” RM recalled. “When I saw those works up close, the details, the textures — I was really impressed.”

RM noted that the idea of art grounding people in beauty, even in quiet or overlooked moments, is what makes living with art so meaningful. It’s also what drew him to The Frame. “Friends come over and think it’s a new media art, not a TV.”

He emphasized that digital tools can make discovery more intuitive, even playful. “Art Store Streams on Samsung Art Store break down barriers and introduce me to artists I might never encounter otherwise.”

▲ (From left) Daniel Fanslau, RM and Sofia Monteiro

RM’s participation at Art Basel in Basel 2025 also marked the launch of his curated collection on Samsung Art Store, offering users a glimpse into his artistic sensibilities with selected works that span emerging global voices to timeless modernists.

He said that he asks simple questions — such as “Who made this? And why did they make it?” — that allow him to dive deeper into the artwork.

Part 2: Reimagining the Art Experience With Technology

▲ (From left) Clément Delépine, Basim Magdy and Sofia Monteiro

The second session shifted from personal reflection to industry insight, featuring a panel moderated by Sofia Monteiro with Basim Magdy, a multi-disciplinary artist, and Clément Delépine, Director of Art Basel Paris. Together, they unpacked how digital tools are reshaping the way in which people discover, engage with and collect art.

Delépine reflected on a cultural shift — noting that while physical artwork still holds tremendous value, there has been a transformational shift in how people experience them. “People may still aspire to see or own a piece of art, but their discovery now incorporates new avenues — digital galleries, curated feeds and even algorithmic discovery,” he said. “It’s no longer just about owning an object — it’s about the experience that leads you there.”

This shift from ownership to experience is especially meaningful during a time when access to physical galleries remains limited for many. Magdy emphasized the power of being able to share art with audiences around the world. “You’re connecting with people you may never meet, and that’s both beautiful and a little surreal,” he said. “It’s not a replacement for seeing art in person, but it invites emotional connection in a new way.”

The panelists also agreed that platforms like Samsung Art Store can help people discover their artistic preferences through visual immersion. “The Frame reminds me of how we used to collect and curate images online,” Delépine shared. “You’d collect images, and over time, patterns would emerge. That process helped shape your taste, and The Frame enables something similar but in your own space.”

The conversation also acknowledged the importance of preserving the emotional depth of art, even as it becomes more digitized. “It’s like listening to your favorite band at home versus being at the concert,” said Magdy. “Digital can’t replicate everything, but it can open the door. And that matters.”

Looking ahead, Delépine pointed to AI as a tool that will likely shape the future of art, but one that shouldn’t overshadow human touch. “Using AI won’t make you an artist, just how editing tools don’t make you a director,” he said. “Vision still matters more than the tools.”

The panelists reinforced a shared vision — that technology expands, rather than diminishes, the power of art. By making it easier to access, explore and connect with, platforms like Samsung Art Store are helping to democratize creativity for a new generation of collectors and viewers alike.

A Seamless Union: Art, Technology and Accessibility

The event coincided with the launch of the Art Basel in Basel (ABB) Collection, the largest Art Basel curation yet on Samsung Art Store — featuring 38 curated works that span continents, mediums and generations. For the first time, the collection includes contributions from an Africa-based gallery and a broader variety of emerging voices.

At Samsung ArtCube, visitors were invited to explore these works up close through Samsung Art TVs including The Frame, The Frame Pro, Neo QLED 8K and MICRO LED — demonstrating how display innovation can enhance the emotional impact of fine art in the home.

“At Samsung, we see technology as a bridge, not a barrier, to emotional and cultural connection,” said Amelia-Eve Warden, Senior Communications Manager at Samsung Europe. “Whether it’s discovering a new artist or reinterpreting a classic, we’re proud to help more people make art part of their everyday rhythm.”

Living With Art On Your Terms

▲ RM poses for a photo at the “Talk With RM” session.

From RM’s candid reflections to the expert insights of art world leaders, the “Living With Art” sessions reinforced a shared belief — that art is no longer something to visit, but something to live with. Whether through a museum visit, a personal collection or a digital frame in the living room, art today is closer, more personal and more resonant than ever before.

As Samsung continues its partnership with Art Basel across all four global editions, the message is clear. Art doesn’t need to live on a pedestal. It can live with the viewer.

▲ RM’s interview at Samsung ArtCube during Art Basel in Basel 2025

▲ RM admires artwork by Kun-Yong Lee.

▲ RM engages with a piece by Basim Magdy.

▲ RM stops to look at artwork inside ArtCube.

▲ RM checks out a piece on display at ArtCube.

As an artist, collector and cultural voice, RM has long expressed his love for visual art — often sharing museum visits, artist insights and his own growing collection with the global audience. At Samsung’s ArtCube lounge, he reflected on what it means to live with art in a digital age, why accessibility matters and how technology is opening new doors for global discovery.

▲ RM participates in a talk session at Art Basel in Basel 2025.

Art, Technology and the Everyday

“When I connect with a piece of art, it’s like having a silent conversation,” said RM. “Samsung Art TV lets those conversations happen anywhere. It makes it easier for people to discover artists, reflect on their own emotions and build a personal connection with the art they choose to live with.”

Known for his thoughtful approach to art and culture, RM took the opportunity to share his personal reflections. He spoke about how art has influenced his worldview and how platforms like Samsung Art TV offer an opportunity for everyone to make art a part of their daily lives.

▲ RM views the artwork on display inside ArtCube.

▲ RM snaps a photo inside ArtCube.

▲ RM creates a personalized selfie in the artistic style of Marc Dennis.

▲ RM reflects on artwork by Kun-Yong Lee.

▲ RM observes a piece by Kun-Yong Lee.

Through the Samsung Art TV’s expansive discovery features and curated collections, RM shared that he’s been exposed to a wider world of creativity — sparking curiosity and reshaping how he thinks about visual culture. He reflected on how digital platforms like Samsung Art Store are helping viewers break out of their comfort zones and pre-set tastes shaped by algorithms.

“Every space has a mood,” RM shared during the talk session. “And sometimes a single artwork or a frame can shift that feeling. I love that Samsung Art TV gives people the freedom to discover and live with art in a way that fits their everyday rhythm.”

A Personal Vision for the Future    

RM also confirmed he is actively searching for a physical space to house his growing collection, an idea he’s hinted at in previous interviews. This gallery, he explained, would be rooted in a desire to connect East and West, past and present as well as personality and universality.

“I want to bring everything together into one space,” he said. “Maybe I’ll call it ‘rkive’ like my Instagram. It won’t be easy, but I want to try.”

▲ RM shares his thoughts on art during a talk session held at Art Basel in Basel 2025.

He expressed hope that, one day, his collection could be shared digitally through Samsung Art TV, reaching people around the world — especially those who can’t visit museums or galleries. “Unless you live in Seoul, it’s not easy to access museums or galleries to experience art in Korea.” He added that it would be great to have an ‘art bridge’ through Samsung Art TV one day, that would allow someone to “press a button and be led into a new world of art.”

Reimagining Art for Everyone

Samsung’s partnership with RM is rooted in a shared belief that technology can be a bridge to meaningful experiences. Whether it’s discovering a new artist, reinterpreting a classic or simply finding beauty in a quiet moment, Samsung Art TVs bring emotional and artistic depth to any space.

“RM’s sincerity and influence make him a natural partner for Samsung Art TV,” said Sofia Monteiro, Curator at Samsung Art Store Europe. “He’s someone who doesn’t just appreciate art — he lives with it. And that reflects exactly what our platform is all about.”

▲ “Talk With RM” at Art Basel in Basel

Through Samsung Art TVs, Samsung continues to redefine how people connect with art, turning walls into ever-evolving canvases and living spaces into curated galleries.

RM and Samsung Invite the World To Live With Art

As Samsung’s Art TV ambassador, RM continues to champion a more personal connection to art, design and culture. His partnership encourages art lovers everywhere to see creativity not as something reserved just for galleries but as something to bring into everyday life.

About RM of BTS
RM (Kim, Namjun) is a South Korean rapper, songwriter, music producer and leader of 21st century pop icons BTS. His discography includes solo mixtapes “RM” (March 2015) and “mono.” (October 2018), as well as solo albums “Indigo” (December 2022) and “Right Place, Wrong Person” (May 2024), which showcase his remarkable versatility across genres. As a creative powerhouse and avid art enthusiast, RM is renowned for crafting profound lyrics often inspired by various art forms. His flexible and philosophical approach to music and ability to push creative boundaries with cutting-edge collaborations has led him to work with a diverse range of artists, including Erykah Badu, Anderson .Paak, Lil Nas X, HONNE, Mahalia and more. On May 24, 2024, RM released his critically-acclaimed second solo album “Right Place, Wrong Person.”

— Basim Magdy, renowned artist

Basim Magdy is a visionary Egyptian artist whose work merges dreamlike imagery with thought-provoking, philosophical narratives. Through layered photography and vibrant, otherworldly visuals, he invites viewers into worlds shaped by memory, myth and speculative futures. Now featured on Samsung Art Store as part of the Art Basel in Basel collection, his distinctive aesthetic brings moments of reflection into daily life.

Samsung Newsroom sat down with Magdy to explore his creative process and the transformative power of art in everyday environments.

▲ Artist Basim Magdy poses at Samsung ArtCube at Art Basel in Basel.

Partnerships, Presence and Possibilities

Q. How has Art Basel in Basel played a role in your career?

For over a decade, I’ve attended Art Basel in Basel every year — it continues to be one of the most exciting and inspiring art events for me. A recent highlight was having a large-scale photographic work presented in Art Basel Unlimited in 2022.

This year, alongside the presentation of my work at the Samsung ArtCube lounge, I’m exhibiting expanded photography with Gypsum Gallery (Cairo) and paintings with hunt kastner (Prague).

▲ “An Intergalactic Messenger Teleported us to a Cave Settlement Ruled by Shared Compassion and Humility” (2022) by Basim Magdy

Q. What led to your partnership with Samsung Art Store for this year’s Art Basel in Basel?

It happened naturally. I was drawn to the idea of my work existing in a different context — one where it could reach new audiences including those who may not typically visit galleries or museums but who are still curious about art.

Reframing Time Through Art

Q. How did your visual and conceptual style develop into something both surreal and poetic?

It took years of curiosity, experimentation and a desire to create a visual language that reflects who I am. Both poetry and the strange layers of reality have long shaped my thinking. Over time, my style evolved as I explored different artistic tools and mediums. Creating something surreal and poetic has allowed me to propose new ideas and reinterpret familiar ones in unexpected ways.

“Art expresses what can’t be said in words.”

— Basim Magdy, contemporary artist

Q. Storytelling, memory and imagined futures are recurring themes in your art. What drives your interest in these narratives?

I’ve become increasingly interested in how we perceive time. I think that awareness deepens with age — the realization that each passing moment is gone and what lies ahead will be different yet oddly familiar.

Though time is a construct, its rhythms — like sunrises and sunsets — form the backdrop of our lives. History shapes how we understand the past and determines how memories are kept alive — an incredibly subjective process, often told through one point of view.

That’s what fascinates me. It raises questions about what gets recorded and what was deemed unworthy of preservation. What about the countless lives that pass without being remembered or documented? Time, memory and history must always be revisited and questioned. Art gives us the freedom to do so without constraint.

Art Without Rules, Technology Without Limits

Q. Your media include chemically altered film and layered photography. How do you preserve their texture and nuance when translating these physical processes into digital formats for display?

The urge to experiment is what drives me to work across different media. It’s rooted in asking questions and pushing limits. Translating analog processes into digital form is one of those explorations — and with it comes the challenge of maintaining texture, depth and complexity.

▲ Artist Basim Magdy is well known for his fusion of dreamlike imagery with thought-provoking, philosophical narratives.

Q. With technology playing a bigger role in creating and experiencing art, how has it shaped your creative process or your approach to audience engagement?

Technology is evolving constantly, and with it, the way we experience the world — not just art. Today, reality often exists simultaneously in physical space and on screens. In the end, I think my lived experiences — whether encountered in real life or on a screen — inform my art just as much as my imagination does.

For me, art expresses what can’t be said in words. Technology is largely shaped by scientific research that operates within defined rules and systems. Art, on the other hand, is free from those constraints — so when artists engage with new technologies, the results are often surprising.

▲ Basim Magdy experiences the new Art Basel in Basel Collection at Samsung ArtCube.

From Exhibition to Everyday

Q. Your work is now featured on Samsung Art Store and displayed in homes around the world. How does being part of someone’s everyday environment shift your perspective on your art?

It’s humbling. We each experience art through our own lens — shaped by who we are and where we’ve been. I hope my work resonates in ways that invite thought, emotion or a quiet moment of connection. For me, that kind of unspoken, personal response is the most fulfilling outcome.

Q. Samsung Art Store turns a screen into a gallery. How do you feel your work resonates differently in a digital home setting compared to a traditional gallery or museum?

Seeing art in a gallery or a museum is still ideal — but it’s also limited. A piece only exists in one place and not everyone can travel to see it, especially if it’s halfway across the world.

Samsung Art Store offers a more intimate way to experience art. Someone can engage with a piece they connect with at their own pace, free from the limitations of gallery hours or institutional settings. The platform also gives access to audiences who may not have a chance to view my work through traditional means.

Digital representations of art continue to evolve — and so do the ways we engage with them. I look forward to a future where we can project fully detailed images into space and where the digital experience of art might one day include touch, texture or even scent.

“[Through Samsung Art Store, one] can engage with a piece at their own pace, free from the limitations of gallery hours or institutional settings.”

— Basim Magdy, contemporary artist

Q. If someone is encountering your work for the first time through Samsung Art Store in their home, what would you like them to notice or feel?

I hope they experience something that stays with them — whether it’s a thought, feeling or subtle moment of curiosity. The way someone connects to art is deeply individual, and I try not to shape or influence that. It’s more meaningful when that sense of intimacy is preserved.

▲ 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.

▲ RM, a global icon and a widely respected art connoisseur, has become the official face of Samsung Art TVs. As an ambassador, he will share his commentary on artwork via Samsung Art Store, inviting users and fans to explore the world of art through his unique lens. (Photo courtesy of BIGHIT MUSIC)

Samsung Electronics today announced RM of 21^st century pop icons BTS as the official ambassador for Samsung Art TVs.¹ The appointment is one of RM’s official activities following his highly anticipated return from mandatory military service in Korea.

As a globally recognized art connoisseur, RM has made headlines for his deep appreciation of the arts, including visits to leading museums and his private collection of contemporary artwork. Now, in his role as Samsung Art TV ambassador, RM will bring his distinctive voice and passion for visual art to Samsung TV users around the world.

“RM’s passion for art and culture deeply resonates with our vision to make art more accessible through technology,” said Hun Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “We’re thrilled to welcome him as the ambassador for Samsung Art TVs, and we believe his voice will inspire a new generation to explore the world of art in meaningful, personal ways.”

Samsung Art TVs, known for their fusion of advanced display technology and artistic expression, serve as immersive platforms where art comes to life. Through Samsung Art Store² — a subscription-based service featuring over 3,500 high-resolution artworks in 4K — users can now enjoy curated content with insights from RM himself. His personal reflections and commentary on select works will be accessible directly on Samsung Art Store, providing fans and art enthusiasts with a unique window into his aesthetic sensibilities.

“As someone who finds deep inspiration and comfort in art, I’m honored to partner with Samsung to share my journey and love for visual creativity,” said RM. “Through this collaboration, I hope more people can connect with art in their everyday lives — just like I do.”

As part of his new role, RM will appear at Art Basel, which is one of the world’s premier international art fairs and is held in Basel, Switzerland. There, he will host a special session to share his thoughts on contemporary art, collecting and the cultural significance of visual storytelling. Highlights from this event, including exclusive insights and behind-the-scenes moments, will be published on the Samsung Global Newsroom.

RM’s partnership with Samsung Art TVs sets the stage for a new dialogue between art, technology and global pop culture. Through this collaboration, Samsung continues to elevate its commitment to making world-class art more accessible and personal — now with RM as the bridge between fans and the art world.

For more information, visit www.samsung.com.

About RM of BTS
RM (Kim, Namjun) is a South Korean rapper, songwriter, music producer and the leader of 21st century pop icons BTS. His discography includes solo mixtapes RM (March 2015) and mono. (October 2018), as well as solo albums Indigo (December 2022) and Right Place, Wrong Person (May 2024), which showcase his remarkable versatility across genres. As a creative powerhouse and avid art enthusiast, RM is renowned for crafting profound lyrics often inspired by various art forms. His flexible and philosophical approach to music and ability to push creative boundaries with cutting-edge collaborations has led him to work with a diverse range of artists, including Erykah Badu, Anderson .Paak, Lil Nas X, HONNE, Mahalia, and more. On May 24, 2024, RM released his critically-acclaimed second solo album Right Place, Wrong Person.

¹ Samsung Art TVs include MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED and QLED models starting from Q7F and above.
² Samsung Art Store is an art subscription service available on Samsung Art TVs, including The Frame, NEO QLEDs and QLEDs. Currently available in 117 countries around the world, Samsung Art Store offers over 70 partners and 3,500 artworks in 4K quality. Through Samsung Art Store, subscribers can enjoy artwork from world-class galleries and masters at home and use it to create new interior designs every day.

▲ Hedi Mertens’s Gruppo di quadrati sulla base di un quadrato (1966) shown on Neo QLED by Samsung.

Samsung Electronics, the Official Art TV of Art Basel, today announced the launch of the Art Basel in Basel (ABB) Collection, an exclusive curation of digital art available across Samsung TVs with Samsung Art Store.¹ Representing the most extensive Art Basel collection to date, the ABB Collection introduces 38 curated works from globally renowned artists and galleries — marking a new milestone in Samsung and Art Basel’s mission to bring world-class art to a wider audience.

The ABB Collection stands apart for its emphasis on diversity, with works that span continents, mediums and voices. For the first time, the collection features representation from an Africa-based gallery, deepening the global reach and cultural richness of the Samsung x Art Basel initiative. Some of this collection will be displayed at the Art Basel, from June 19-22, at Messe Basel in Switzerland.²

A Curated Vision of Global Expression

Handpicked from over 100 submissions, the 38 pieces in the ABB Collection were carefully curated with a focus on artist diversity, medium variety and geographic representation. The collection celebrates both emerging talent and established visionaries, aligning with Art Basel’s dedication to championing contemporary art from all corners of the world.

Highlights include:

• Roméo Mivekannin, “Young woman with peonies after Frédéric Bazille” (2023): A compelling reimagining of classical portraiture from a postcolonial perspective.
• Basim Magdy, “An Intergalactic Messenger Teleported us to a Cave Settlement Ruled by Shared Compassion and Humility” (2022): A vibrant exploration of utopian futurism.
• Zandile Tshabalala, “Pink Blossoms” (2024): A powerful portrait celebrating Black femininity and nature.
• Antonia Kuo, “Willo” (diptych) (2024): A striking dual-panel composition that fuses digital manipulation with analog techniques.

The collection also includes works by iconic names such as Jo Baer, Kibong Rhee and Lynn Hershman Leeson, further enriching the visual and thematic depth of this year’s selection.

ArtCube: An Interactive Hands-on Experience at Art Basel

▲ Jo Baer’s Untitled (1961-1962) shown on Neo QLED by Samsung.

To further highlight the intersection of art and technology, Samsung will present an interactive lounge titled ArtCube³ at Art Basel. This immersive showcase will demonstrate how The Frame, MICRO LED and Neo QLED 8K redefine digital art experiences by displaying artwork — including selections from the Art Basel Collection — with breathtaking detail and depth.

ArtCube invites visitors to engage with the Samsung Art Store’s exclusive collections and freely experience the premium picture quality. Visitors can also make customized portraits of moving art pieces only available through ArtCube’s tailored curation. In addition to the ArtCube lounge experience, Samsung will host a series of panel discussions featuring influential voices from the contemporary art scene, sparking conversations around technology’s expanding role in artistic expression and accessibility.

Strengthening a Cultural Partnership

Samsung and Art Basel have partnered to introduce curated digital collections that began with the 2024 Art Basel Miami Beach, 2025 Art Basel Hong Kong, and now includes the 2025 Art Basel in Basel. Artworks from Art Basel Hong Kong, launched in March, have gained global popularity among Art Store users, ranking them in top 10 most-viewed art pieces.⁴ This ongoing collaboration highlights the shared vision of expanding the role of displays as vibrant platforms for storytelling and artistic dialogue.

“With the launch of a new collection in the Samsung Art Store for Art Basel in Basel 2025, we’re thrilled to offer our global audiences new ways to engage with our show,” said Maike Cruse, Director of Art Basel in Basel. Our global partnership with Samsung extends the visitor experience beyond the Messe and into people’s homes — creating new entry points to discover the exceptional artists and galleries that define our flagship fair in Basel.”

Completing a Unique Art Experience on Samsung Art TVs

▲ Lynn Hershman Leeson’s Seduction (1985) shown on Neo QLED 8K by Samsung.

Samsung Art Store offers the best way to transform your TV and elevate your home decor with the perfect piece of art for every season, holiday and mood. You can choose from 3,500+ works of art spanning over 800 artists, including the ABB Collection.

Spanning the Neo QLED 8K, Neo QLED, QLED, The Frame and The Frame Pro, which are powered by Samsung Vision AI for AI-enhanced picture and sound, Samsung Art Store is newly available across the Samsung 2025 TV lineup. These TV models also come with new personalized features that bring users closer to all the shows, movies and sports they love. Across the lineup, Samsung offers more ways than ever to transform TV screens into personalized art galleries.

The Art Basel in Basel Collection is now available exclusively on the Samsung Art Store to all Samsung Art TV users.

For more information, visit www.samsung.com.

About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong and Paris. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms including the Art Basel App and initiatives such as the Art Basel and UBS Global Art Market Report and the Art Basel Awards. Art Basel’s Global Lead Partner is UBS. For further information, please visit artbasel.com.

¹ Samsung Art TV includes MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED and QLED models starting from Q7F and above.
² Event is open to the public from June 19-22, after VIP opening from June 16-18.
³ Samsung Lounge ‘ArtCube’ is in Halle 1, the main exhibition floor inside Messe Basel.
⁴ The information provided is based on the results collected during April 2025.

▲ Artist Marc Dennis is standing inside the Samsung ArtCube, surrounded by his artworks.

“Samsung continues to make digital art accessible to more people through our premium display lineup,” said Hun Lee, Executive Vice President of Samsung Electronics’ Visual Display Business. “As the leader in Art TVs and Official Visual Display partner of Art Basel, the world’s most prestigious art fair, we remain committed to bringing the Art Basel experience to a wider audience with the Samsung Art Store.”

▲ Visitors at the Samsung ArtCube enjoyed various artworks on MICRO LED.

This year, Art Basel Hong Kong highlighted 240 galleries from 42 countries, with more than half of the artworks coming from Asia and the Asia-Pacific, showcasing the region’s dynamic cultural landscape.

At the fair, Samsung hosted a dedicated ArtCube lounge under the concept, ‘Borderless: Dive into the Art,’ featuring specially curated art collections available in stunning 4K quality on the Samsung Art Store. Additionally, visitors were able to experience artworks by five contemporary artists, including Kunyong Lee, Aerosyn-lex Mestrovic, Saya Woolfalk, Marc Dennis and Jules de Balincount.

▲ Artist Jules de Balincourt is standing inside the Samsung ArtCube, surrounded by his artworks displayed on Samsung Art TVs.

The ArtCube lounge featured five premium Samsung TVs, including The Frame, MICRO LED and Neo QLED 8K, delivering a breathtaking digital art experience. Upon stepping into the ArtCube lounge, visitors were welcomed by a display of artworks unfolding across the screens, creating an endlessly expanding and immersive artistic environment that unlocked a new appreciation of digital art.

▲ (From left) Hayley Romer, CGO at Art Basel converses with Daria Greene, Head of Content and Curation at Samsung.

In addition to its dynamic lounge experience, Daria Greene, Head of Content and Curation at Samsung, hosted a series of panel discussions featuring influential voices from the contemporary art world. These sessions included:

• Bridging Worlds: How Technology is Transforming Art Appreciation & Accessibility
  This conversation with Hayley Romer, Chief Growth Officer at Art Basel, delved into how digital innovation redefined the way art was created, displayed and appreciated—making it more immersive and accessible to global audiences than ever before. Romer mentioned, “In partnership with Samsung, we are updating our artworks in the Samsung Art Store every quarter. It is a lot of fun to find and explore the lovely pieces chosen by Art Basel, as well as those from museums.”
• Blending Old & New: A Fireside Chat with Marc Dennis
  Renowned hyper-realistic painter Marc Dennis joined the discussion about his artistic practice of skillfully blending Old Master techniques with modern themes to craft art that was both timeless and provocative. “Unlike in traditional museums, Samsung Art TVs allow people to spend as much time as they want with artworks, which is important to me because my works are very detailed,” Dennis explained.

▲ Hyper-realistic artist Marc Dennis describes how the Samsung Neo QLED 8K showcases this artwork with meticulous distinction.

Samsung recently launched a new Art Store collection featuring 23 curated artworks from Art Basel Hong Kong’s renowned galleries, made available on March 17, 2025. Global subscribers to the Art Store can now enjoy more than 3,000 pieces from world-leading museums and galleries, available on Samsung TVs including The Frame, MICRO LED, Neo QLED and QLED TVs.

▲ Samsung ArtCube displayed artworks created by artist Aerosyn-lex Mestrovic.

For more information, visit www.samsung.com.

Angelle Siyang-Le, Director of Art Basel Hong Kong, is a seasoned art professional with a deep understanding of the Asian and global art markets. For over a decade, she has been instrumental in shaping and defining the fair’s vision by fostering connections with galleries, collectors, institutions and the broader arts ecosystem.

Since her appointment as director in 2022, Art Basel Hong Kong has continued to evolve and grow — reflecting the vibrant art scene in Hong Kong and the Asia-Pacific region at large. Her passion for building community has been a driving force throughout her career in the arts, aligning perfectly with Art Basel’s mission to bring people together through meaningful and inspiring art experiences.

Samsung Newsroom sat down with Siyang-Le to explore how Art Basel Hong Kong fosters creativity and collaboration through technology.

▲ Angelle Siyang-Le, Director of Art Basel Hong Kong (Image courtesy of Art Basel)

Vision and Future of Art Basel Hong Kong

Q. What is the vision behind Art Basel Hong Kong?

Art Basel is dedicated to connecting and nurturing the global art ecosystem. Art Basel Hong Kong places a strong emphasis on the Asia-Pacific region, with over 50% of participating galleries coming from this area. We actively support the local art scene through collaborations with various institutions and cultural organizations.

Each of our shows — in Hong Kong, Basel, Paris and Miami Beach — is uniquely shaped by its host city, an influence reflected in the gallery lineup, artwork and parallel programming developed in collaboration with local institutions.

Q. What role does Hong Kong play in the Asian art market?

Hong Kong serves as a pivotal gateway to the broader Asian art market. With its established auction houses, vibrant gallery scene and international collector base, the city remains a key hub for both Western and Asian art. As Asia’s leading art hub, Hong Kong continues to bridge art communities across the region and beyond.

Q. How has Art Basel Hong Kong evolved over the years?

Our fair has evolved alongside Hong Kong’s vibrant art scene, with both continuously inspiring and impacting each other. The city’s cultural landscape has expanded significantly during my time here — invigorated by a new generation of collectors, the opening of world-class institutions like M+ and the Hong Kong Palace Museum and a dynamic surge of commercial, non-profit and artist-run spaces. Internally, we have introduced numerous initiatives and programs as well. I am proud that Art Basel Hong Kong has become a cornerstone of the city’s arts community, with widespread recognition of the fair’s presence this month.

▲ Art Basel Hong Kong 2024 (Image courtesy of Art Basel)

Samsung x Art Basel: Redefining Art Appreciation

Q. As the official visual display partner for Art Basel, how is Samsung Electronics driving the integration of art into everyday life through Samsung Art Store?

The global collaboration between Art Basel and Samsung presents an exciting opportunity to merge world-class art exhibitions with cutting-edge innovations. Technology has transformed the way people engage with art, making it more accessible through platforms like Samsung Art Store. Advancements in display technology enable viewers to experience art in new and immersive ways — bringing it into their daily lives and fostering deeper connections.

▲ The Samsung Art Store is home to 3,000+ works from world-renowned museums, galleries and artists. Subscribers can explore expertly curated masterpieces in stunning 4K resolution. While previously exclusive to The Frame and MICRO LED, the Samsung Art Store will soon be available on 2025 Samsung AI-powered Neo QLED and QLED TVs.

Q. How do you see this partnership impacting the way people perceive and appreciate art?

Technology-driven initiatives have the power to expand cultural exchange and inspire audiences worldwide. With The Frame, Samsung has already built strong partnerships with leading museums, institutions and artists — bridging diverse artistic practices and mediums. I believe that growing these collaborations will be crucial to further integrating technology into the art world and redefining how people experience and appreciate art in their homes.

Q. What has your experience been like using The Frame in Art Mode?

I had the opportunity to explore The Frame during Samsung’s activation at our Basel and Miami Beach shows last year, and I was truly impressed by how artwork is presented on the screen. I encourage visitors to experience The Frame in Art Mode and observe how various artistic techniques and textures are rendered digitally. While The Frame offers a stunning way to enjoy classic masterpieces, what excites me most is how Samsung Art Store enhances the experience by showcasing emerging artists and fresh artistic perspectives.

▲ A comparison of The Frame Pro’s TV Mode and Art Mode

The Role of Technology in the Evolving Art World

Q. How is technology influencing the presentation and consumption of contemporary art?

Technology plays a crucial role in expanding the global reach of contemporary art and transforming how we experience and connect with it. Digital platforms have redefined accessibility, while AI and blockchain are revolutionizing how art is created, traded and authenticated. Last year at Art Basel Miami Beach, we introduced an AI-powered mobile app to make exploring the fair more intuitive and engaging. Our use of technology is all about enhancing the visitor experience — offering audiences fresh, innovative ways to discover new artwork, navigate the fair seamlessly and connect with galleries.

Q. What changes have you noticed in the art world?

Collector interests are shifting. There is a growing demand for emerging artists and increased recognition of local artists, whose presence in private collections is rising. Additionally, a generational shift is underway as younger collectors take on a more active role in shaping the market.

▲ “Enduring as the universe (天長地久, 2024)” by Ticko Liu displayed on The Frame Pro

Q. What opportunities excite you most about Art Basel Hong Kong’s future?

I’m excited to continue deepening collaborations within Hong Kong’s dynamic arts community and contributing to Asia’s art ecosystem. Strengthening regional and global connections not only enriches the fair but also fosters a broader dialogue around contemporary art. Through meaningful partnerships such as Art Basel’s collaboration with Samsung, we can continue to progress while staying true to our core mission — delivering world-class art fairs for our global community of galleries, artists, partners and collectors.

This year, Art Basel Hong Kong will take place from March 28 to 30 at the Hong Kong Convention and Exhibition Centre. Visitors are invited to explore premier galleries from around the world and discover diverse artistic perspectives through modern and contemporary artwork.

▲ Zhu Jinshi’s This Triptych is as Gorgeous as the Autumn in a Scented Room (2023) shown on Neo QLED 8K by Samsung.

Samsung Electronics, the Official Art TV of Art Basel, today announced that it is bringing contemporary masterpieces from galleries exhibiting at Art Basel Hong Kong 2025 to a global audience. Starting today, subscribers of the Samsung Art Store, a premium digital art platform exclusively available on Samsung TVs, will have access to a curated collection of 23 select works from Art Basel’s galleries, some of which will be displayed at the highly anticipated fair, taking place from March 28-30,¹ 2025 at the Hong Kong Convention & Exhibition Centre.

The Samsung Art Store is home to 3,000+ works from world-renowned museums, galleries and artists. Subscribers can explore expertly curated masterpieces in stunning 4K resolution to bring the program of Art Basel galleries into their homes. The Art Basel Hong Kong collection includes renowned artworks such as Zhu Jinshi’s “This Triptych is as Gorgeous as the Autumn in a Scented Room,” Ticko Liu’s “Enduring as the Universe,” Jimok Choi’s “Shadow of the Sun,” Bae Yoon Hwan’s “Green Bear,” and more.

“Samsung Art Store is making fine art more accessible than ever, bringing the premier artworks presented by leading international galleries at Art Basel Hong Kong directly into people’s homes,” said Bongjun Ko, Vice President of Samsung Electronics’ Visual Display Business. “We are proud to expand this experience to more Samsung TV owners worldwide, allowing them to enjoy world-class artwork in stunning 4K quality with just a few clicks.”

Bringing the Art Basel Experience to Samsung TVs

▲ Ticko Liu’s Enduring as the Universe (2024) shown on Neo QLED 8K by Samsung.

Art Basel stages the world’s premier art shows for modern and contemporary art, sited in Hong Kong, Basel, Paris and Miami Beach. Through the Samsung Art Store, a curated selection of these masterpieces is now available beyond the exhibition halls, allowing art lovers worldwide to experience select artworks presented by leading international galleries at Art Basel – all from the comfort of their homes.

To further highlight the intersection of art and technology, Samsung will present an interactive lounge, titled ArtCube,² at Art Basel Hong Kong on March 28-30. The showcase will demonstrate how The Frame, MICRO LED and Neo QLED 8K redefine digital art experiences by displaying artwork, including those from the Art Basel collection in breathtaking detail. Under the theme “Borderless, Dive into the Art,” ArtCube visitors will engage with Samsung Art Store’s exclusive collections, bridging the gap between physical and digital art.

In addition to its ArtCube Lounge experience, Samsung presents a series of panel discussions highlighting influential voices from the contemporary art scene. Daria Greene, Head of Content and Curation at Samsung leads each engaging one-on-one dialogue. The conversations feature Hayley Romer, Chief Growth Officer of Art Basel, and Marc Dennis, an American artist known for his hyper-realistic paintings.

Expanding Samsung’s Digital Art Leadership

While previously exclusive to The Frame and MICRO LED, the Samsung Art Store will soon be available on 2025 Samsung AI-powered Neo QLED and QLED TVs,³ as part of Samsung’s mission to bring world-class art to an even bigger audience. In addition to the Art Basel Hong Kong collection, Samsung will continue its partnership with one of the world’s most prestigious art fairs by introducing exclusive artworks from Art Basel’s Basel and Paris collections later this year.

“We are proud to partner with Samsung Art Store on the 2025 Art Basel Hong Kong collection – extending Art Basel Hong Kong’s best-in-class cultural experience beyond the halls of the show, and creating new, year-round opportunities for ever broader audiences to engage with Art Basel’s distinguished international program of galleries and their artists,” said Noah Horowitz, CEO of Art Basel.

The Art Basel Hong Kong collection features works from 17 globally acclaimed artists, including Jimok Choi, Bae Yoon Hwan, Stephen Wong Chun Hei, Ticko Liu, Alasie Inoue, Tromarama, Damian Elwes, Zhu Jinshi, Nakai Katsumi, Cao Yu, Hamra Abbas, Nabil Nahas, Owen Fu, Sophie von Hellermann, Chow Chun Fai, Gillian Ayres and Gongkan.

For more information, visit www.samsung.com.

* The content has been revised to provide more accurate information.

About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, and Paris. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms including the Art Basel App and initiatives such as the Art Basel and UBS Global Art Market Report and the Art Basel Awards. Art Basel’s Global Lead Partner is UBS. For further information, please visit artbasel.com.

¹ Event is open to the public from March 28-30, after VIP opening from March 26-27.
² Samsung Lounge ‘ArtCube’ will be located in L3, the main exhibition floor inside the Hong Kong Convention and Exhibition Center.
³ For models Q7F and above.

▲ Fred Tomaselli’s Irwin’s Garden (detail) (2023) shown on The Frame by Samsung. Photo: Samsung

The Samsung Art Store is available on The Frame, the best-selling lifestyle TV from Samsung that doubles as a piece of art. Subscribers around the world can experience gallery highlights from Art Basel, which joins other renowned collections such as those from The Metropolitan Museum of Art, The Museum of Modern Art and The Musée d’Orsay available on the Samsung Art Store. The latest partnership with Art Basel underscores Samsung’s commitment to making world-class art accessible to anyone with The Frame through its innovative platform. 

Samsung Art Store Subscribers Get an Exclusive Look

Art Basel Miami Beach is the premier global art fair of the Americas with cultural significance attracting thousands of art enthusiasts every year. For the first time, this exclusive experience is being delivered directly to the screens of millions of people through The Frame.

Ahead of Art Basel Miami Beach, Samsung Art Store subscribers will have access to a curated collection of 15+ select works from Art Basel’s galleries, some of which will be displayed at the highly anticipated fair, taking place from December 6-8, 2024 at the Miami Beach Convention Center. The collection features pieces from international contemporary galleries, including James Cohan, Kasmin, moniquemeloche, mor charpentier, Nara Roesler, Roberts Projects and Tina Kim, offering subscribers a unique, front-row look at some of Art Basel’s incredible works of art.

▲ Candida Alvarez’s Mostly Clear (detail) (2023) shown on The Frame by Samsung. Photo: Samsung

Founded in 1970 by gallerists from Basel, Art Basel is the world’s premier art fair for modern and contemporary art. This year in Miami Beach, Art Basel will bring together 286 leading international galleries from 38 countries to present artworks of the highest quality across all media — from painting and sculpture to photography and digital works. Art Basel will once again reaffirm its unparalleled position as a platform for discovery and encounters that drive the art world.

“Art Basel’s mission is to power the world of art by connecting leading artists and galleries with art loving audiences,” said Noah Horowitz, CEO of Art Basel. “Our collaboration with Samsung allows us to extend that reach like never before by broadening access to leading galleries and significant works from established artists to a new generation of emerging talents.”

Yong Su Kim, EVP and Global Head of Video Services and Partnerships at Samsung, echoed the excitement surrounding this partnership. “Art Basel represents the pinnacle of contemporary art, and we are thrilled to amplify that experience with leading display technology that brings art to millions of people,” Kim said. “Through the Samsung Art Store and the lifelike visuals of The Frame, we are making it possible for anyone to experience Art Basel and take part in an iconic cultural moment.”

Samsung Art Store Collectors Lounge To Feature Industry Panels, Interactive Activation and More

As the Official Display Partner of Art Basel Miami Beach, Samsung is hosting a dedicated Samsung Art Store Collectors Lounge from December 4-8 under the concept, “Bringing Art Home,” where attendees can enjoy remarkable artworks on The Frame’s museum-worthy display. In addition, visitors will see The Frame showcased with unique bezels in various colors and designs from DecoTVFrames, an official Samsung partner exclusively available for The Frame.

The Frame will also be installed throughout the fair to present visitors with a variety of vivid screen experiences.

In addition to its dynamic Collectors Lounge experience, Samsung is hosting a series of panel discussions featuring influential voices from the contemporary art world. These sessions include:

• Celebrating Women in Art and Technology — Innovation and Expression
  An engaging panel led by Daria Greene, Head of Global Curation at Samsung. This discussion celebrates the journey of female artists and innovators who are redefining the intersection of art and technology. Gain insights into how digital platforms are amplifying voices and breaking new ground in contemporary art.
• The Future of Digital Art — Innovation, Rights and Connectivity
  Explore the future of digital art in this thought-provoking panel, moderated by Maya Harris, Head of Business Development and Strategic Partnerships at Samsung. This session delves into how technology is reshaping artistic rights, accessibility and the ways institutions and artists connect with global audiences.

As the home for Samsung Art Store, The Frame has been refreshed in 2024 to deliver an even more complete artistic and aesthetic experience. That includes Pantone Validated ArtfulColor Certification,¹ the industry leading color experts. The Frame is the world’s first and only art TV to achieve this validation, ensuring natural and realistic visuals that wouldn’t look out of place in a gallery. It also sports an Anti-Reflection with Matte Display, helping you limit light distractions so your artwork appears even more true-to-life. The Frame hangs just like a picture flush against the wall and is available in class sizes ranging from 32 to 85 inches.

The Frame also delivers value-add features that you can only find from Samsung — the #1 global TV brand for 18 years and counting.² Samsung technology makes everything you watch look clearer and crisper, while you enjoy access to 2,700+ free channels, including 400+ premium channels on Samsung TV Plus.³ You can also game without a console through Samsung Gaming Hub,⁴ use your TV as your smart home hub and ensure your personal data is protected by Samsung Knox security.

¹ Pantone company provides a universal language of color, called Pantone Matching System, that enables color-critical decisions through every stage of the workflow for brands and manufacturers.
² Source: Omdia, Jan 2024. Results are not an endorsement of Samsung. Any reliance on these results is at the third party’s own risk.
³ Available for free on Samsung Smart TVs released after 2016, Galaxy devices, Smart Monitors, Family Hub refrigerators and the web.
⁴ Available games and content may vary by country and model and are subject to change without notice. Certain games require a separate controller. Internet connection and subscription may be required. Requires a Samsung account.