The Frame’s line-up is set to include 55-inch and 65-inch models and offer an Art Mode feature, which allows the TV’s screen to display exclusive works of art ranging from paintings to images from personal photo libraries. When powered on, The Frame offers UHD picture quality and when powered off, The Frame becomes a customizable work of art.

Equipped with customizable frame options, The Frame can enhance the ambiance and décor of any room with multiple frame options including Walnut, Oak and White. The Frame utilizes a brightness sensor to seamlessly adjust to ambient lighting and blend into the interior. And the motion sensor detects people’s movement, turning The Frame into power-saving mode when there is no one in the room and turning it back on when someone enters. Finally, with Samsung’s No Gap Wall-mount and Invisible Connection, The Frame can be mounted on the wall just like a picture frame or painting without messy cables, making it a complete package for the living space.

“Design starts with people – their lifestyle, tastes and aspiration define design,” said Sangdo Lee, Vice President of the Visual Display Business at Samsung Electronics. “Within the living space, we know that technology is very personal. We created The Frame to provide consumers with a TV that beautifies their space and lives in perfect harmony with their interior décor.”

After its announcement at CES 2017 and its global launch in Paris, The Frame has since been exhibited in various design fairs such as the Milan Furniture Fair 2017 and Casa Decor 2017.

A standalone launch event was held at Kaviar Factory, where The Frame was included in an exclusive exhibition entitled “Painting or Not.”

The Frame was introduced at the Kaviar Factory in Loften, Norway on May 31 and the Trace Gallery in Zurich, Switzerland on May 30 to highlight not only its technological capabilities, but also its design and artistic attributes. At the Kaviar Factory, The Frame is included in an exclusive exhibition – “Painting or Not” – that seamlessly merges the worlds of technology and art, alongside other works of art.

“The Frame represents an extended definition of a painting. For me, as an art collector, this is a very impressive development. Traditionally, televisions have been considered as something that lacked an aesthetic dimension. Today, The Frame opens up a completely new way for how we think about technology and art,” said Venke Hoff, the owner of the Kaviar Factory.

At the Trace Gallery, visitors get the chance to see the exhibition “Framescapes” where photographs by Dominik Orth are shown in digital as well as printed format. “Frame, landscapes and escapes is a word play that matches my lifestyle”, said Dominik Orth, Swiss Photographer. “I often travel for days to find the perfect space. The Frame finally gives me the opportunity to show my work in perfect picture quality – also at home.”

Dominik Orth explains his works displayed on The Frame during the launch event held at The Trace Gallery. The “Framescapes” exhibition will be opened until June 5.

HS Kim, President of Visual Display Business at Samsung Electronics, opened the event by discussing the continuous evolution of television with regard to our entertainment, conversation and lives at home. Samsung’s QLED TV, he explained, is “the Next Innovation in TV” – a product that reestablishes the television as the “most important connection to the world around us.”

The succeeding speakers went on to explain how this vision is realized through QLED TV’s true-to-life picture quality, smart features that facilitate access to today’s limitless content and beautiful design that gives users the freedom to put the TV wherever their lifestyle demands. In this way, Samsung believes, QLED TV is ushering in a new era of Lifestyle TV.

In addition to highlighting the features of QLED TV, the company also showcased The Frame, an intelligent display that offers a premium viewing experience when on, and doubles as a work of art by displaying art or personal photos when powered off.

Following the presentation, attending journalists, technology influencers and partners were given the opportunity to get an up-close look at Samsung’s new products in a hands-on experience zone.

Check out the highlights of the event in the photos below.

HS Kim, President of Samsung Electronics’ Visual Display Business, explains how the launch of QLED TV offers “a TV experience beyond the TV.”

HS Kim describes QLED TV as “the Next Innovation in TV”, designed to cater to users’ lifestyles.

Stephane Cotte, Vice President of Consumer Electronics, Samsung Electronics France, explains how the company’s new Quantum dot materials enable 100 percent color volume, which brings to life the tiniest details of a picture.

Danny Kaye (right), Executive Vice President at Twentieth Century Fox and Managing Director of the Fox Innovation Lab, discusses current Samsung-Twentieth Century Fox partnership projects for the Ultra HD ecosystem.

The Frame, Samsung’s new intelligent display and the winner of the 2017 CES Innovation Award, integrates into any space whether on or off, while embracing all the innovations of QLED TV.

Yves Behar (right), one of the world’s most influential industrial designers and collaborator on Samsung’s The Frame design, joins Eena Kim, Vice President of Samsung Electronics’ Product Design Department, onstage to discuss the story behind the display, noting that he was inspired “to transform the television into something that’s personal.”

“The Frame perfectly reproduces every detail of my artwork… and it really brings the quality of one of my exhibitions into the living room,” explains aerial photographer Tommy Clarke. “If you put The Frame on the wall at my gallery, next to my prints, I’d be seriously impressed if you could tell which is which!”

Richard Jakeman, Head of Business Development – Smart TV, Samsung Electronics UK, shows how QLED’s smart features facilitate access to and discovery of content in a world of seemingly infinite channels, devices and services. A simplified menu, One Remote Control and a new Smart View app create, “a TV experience that’s both smart and unified.”

The “City of Light” welcomes you to explore the next innovation in TV at the Samsung QLED Global Launch, which will be held today in Paris.

More information about Samsung’s new QLED TVs as well as the event will be available on Samsung Newsroom on March 14 at 18:40 CET.