Samsung Art Store introduces 22 works by Tamara de Lempicka, a defining Art Deco artist. Renewed interest in the style — often linked to a broader “Neo-Deco” revival — is bringing her signature aesthetic back into the spotlight for a new generation of design-conscious audiences across interiors and fashion.

Known for bold compositions, sculptural forms and refined elegance, Lempicka’s work captures early 20th-century modernity. With clean lines, striking geometry and polished surfaces, her style continues to influence contemporary art, fashion and design.

The collection includes some of Lempicka’s most celebrated pieces such as the iconic “Autoportrait” (1929), a self-portrait painted in Paris and commissioned by the German fashion magazine Die Dame to celebrate women’s independence. Also featured is “St. Moritz,” a sharply composed portrait showcasing her distinctive, highly stylized approach. A selection of still lifes further highlights the breadth of her practice, demonstrating her versatility across subjects while maintaining a cohesive visual identity.

“At the heart of Tamara de Lempicka’s work is a powerful sense of identity, elegance and modernity,” said Marisa de Lempicka, President of the Tamara de Lempicka Estate. “It is important for us to continue sharing that vision in ways that resonate with contemporary audiences. This collaboration with Samsung Art Store enables her work to enter new spaces.”

With the addition of Lempicka’s work, Samsung Art Store expands its portfolio in step with evolving design trends — offering new ways to personalize living spaces with culturally relevant art. The collaboration also reflects the platform’s commitment to accessibility, bringing diverse artistic voices into everyday environments and broadening engagement with significant pieces.

“Tamara de Lempicka’s work has a timeless quality that feels especially relevant as Art Deco comes back into focus,” said Marta Di Gioia, Curator for Samsung Art Store Europe. “The work retains its boldness and modernity without losing its original edge.”

For nearly a decade, Samsung has shaped the future of art in the home. Introduced in 2017, The Frame — the world’s first Art TV — transformed blank screens into curated canvases. By 2025, the Art TV lineup expanded to include Neo QLED, Micro RGB and Micro LED, with OLED¹ joining in 2026. Samsung Art Store now reaches more TVs than ever, offering a growing catalog across genres and periods and reshaping how people discover and enjoy art.

1. Samsung Art Store is available on select OLED models only (S95H globally and S99H in Europe). ︎

The new collection highlights artists who are redefining how contemporary art reflects the world we live in. Reflecting the “now” of global culture, the collection brings together artists from Africa, Asia, Europe and Latin America, offering a snapshot of the conversations shaping art in 2025.

Pascale Marthine Tayou’s Dreams in Giza brings his distinctive lens to questions of migration, hybridity, and cultural exchange, connecting global stories to personal stories. Ludovic Nkoth’s works, including The Wait and A Day’s Weight, confront the complexities of belonging and diaspora with striking emotional intensity.

▲ Dreams In Giza, 2022, Pascale Marthine Tayou

Together, these works capture the urgency of today’s cultural dialogue. They are presented alongside new additions from Tanja Nis-Hansen, Miao Ying, Robert Brambora, Jessy Razafimandimby, and others. Artists whose practices expand the global conversation and highlight the diversity of perspectives shaping art today.

▲ The Frame Pro displaying A Day’s Weight, 2023, Ludovic Nkoth

“This collection is about the present moment of art,” says Daria Greene, Head of Content and Curation for Samsung Art Store. “Samsung Art Store continues to expand not only in scale but in perspective, with Art Basel highlighting the vitality of today’s artists and the urgency of their voices from Paris to millions worldwide.”

Unveiled during Art Basel Paris, the collection reflects the fair’s role as a stage for what is most relevant right now in contemporary culture. At the Samsung’s booth, visitors can experience the works displayed on Samsung Art TVs, seeing how technology transforms a television into a space for cultural connection.

Art Basel Paris captures the cultural energy of today, but its influence can be fleeting. By making this collection available on Samsung Art Store, Samsung ensure these works continue to resonate long after the fair, turning temporary encounters into lasting experiences at home.

“At Art Basel Paris, the experience goes beyond the works on display to the conversations they inspire,” said Clément Delépine, Director of Art Basel Paris. “With our second edition in the iconic Grand Palais, collaborating with Samsung allows those conversations to reach audiences worldwide in new and meaningful ways.”

▲ The Frame Pro displaying Deoxyribonucleic Acid Trip 1, 2021, Tanja Nis-Hansen

The collection will be available for users to experience live at the Art Basel Paris fair, taking place from October 24 to 26, 2025, with a bespoke Samsung booth featuring Samsung Art TVs displaying the 22 selected artworks. Along with the ABP collection, Samsung exclusively highlights Seundja Rhee at the exhibition as a featured artist, a Korean artist who established her career in Pairs, and renowned for her lyrical abstraction and her deep exploration of color and form.

The Art Basel Paris 2025 collection is now globally available in 4K ultra-high resolution on Samsung Art TVs. Thanks to Samsung’s advanced display technology, each artwork retains the richness of color, texture and detail, giving the impression of a gallery-quality piece at home.

Exclusive Artwork Available Across Samsung TVs

Samsung Art Store is available across the 2025 Samsung TV lineup, making art from the world’s leading artists, museums and galleries more accessible than ever. This includes The Frame and The Frame Pro, Samsung’s award-winning Art TVs.

Featuring an upgraded Neo QLED screen for brighter colors, sharper contrasts and deeper blacks, The Frame Pro is Samsung’s most advanced art TV yet. Its Wireless One Connect Box¹ makes installation seamless by enabling users to keep cables out of sight up to 30 feet away, so they can truly enjoy the TV’s gallery-worthy picture. Plus, it’s designed with an Anti-Reflection Matte Display that makes art look true-to-life, and is fully customizable — from its bezels² to its size — offering the perfect complement to any décor.

This year, Samsung also expanded Art Store to the AI-powered Neo QLED and QLED series, unlocking even more ways for users to enjoy art in their homes.

To learn more, visit: https://www.samsung.com/us/televisions-home-theater/tvs/the-frame/digital-art-store/.

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 including the Art Basel App 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 Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by the surrounding environment, may not connect when enclosed or blocked by metal (e.g., from inside a metal cabinet) or by other physical objects such as walls. TV and Wireless One Connect require separate power cord connections.
² Bezels sold separately.

▲ The Frame displaying “Metamorphosis of Narcissus” by Salvador Dalí

Samsung Electronics today announced the addition of 15 new artworks from Tate to Samsung Art Store. This expansion builds on the platform’s existing partnerships with renowned institutions like the Art Institute of Chicago, the Museum of Modern Art (MoMA), Thyssen-Bornemisza National Museum and many more. By integrating Tate collection, Samsung Art Store continues to bridge the gap between world-class museums and cultural institutions, bringing masterpieces directly into homes.

The new Tate collection includes iconic modern masters such as Henri Matisse, Salvador Dalí, Mark Rothko and Roy Lichtenstein — the first pop art artists to appear on the Art Store — as well as leading contemporary artists like Peter Doig and Beatriz Milhazes.

Among the highlights are some of Tate Modern’s most celebrated works: Roy Lichtenstein’s “Whaam!” Henri Matisse’s “The Snail,” a must-see in the Tate’s permanent collection; and Jackson Pollock’s “Yellow Islands.” The collection also offers a glimpse into the breadth and energy of modern and contemporary art by showcasing British painter Howard Hodgkin, alongside Peter Doig’s dreamlike “Echo Lake” and “Ski Jacket.”

▲ Samsung Neo QLED displaying “Dinner at West Hill (1964-6)” by Howard Hodgkin

With these new additions, Samsung Art Store further expands its mission to democratize access to art, making it possible for anyone to enjoy museum-quality works from home, with ease. By bringing together partners from across the globe — from New York, to Madrid to London — the platform offers a unique opportunity to experience the depth and versatility of modern and contemporary art. And with Tate now joining the lineup, art lovers can enjoy a collection that speaks to both heritage and innovation.

“Samsung Art Store is dedicated to providing people with the opportunity to experience world-class art in the comfort of their living rooms,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “By expanding our offerings to pieces from Tate, we are taking another step in supporting the irreplaceable experience of seeing art in person.”

Discover Exclusive Artwork Across Samsung TVs 

With Samsung Art Store available across the 2025 Samsung TV lineup — such as its QLED TVs and the award-winning The Frame and The Frame Pro — art from the world’s leading artists, museums and galleries is more accessible than ever.

As Samsung’s most advanced art TV yet, The Frame Pro features an upgraded Neo QLED screen for brighter colors, sharper contrasts and deeper blacks. Its Wireless One Connect Box¹ makes installation seamless, enabling users to keep cables out of sight up to 30 feet away so they can truly enjoy the TV’s gallery-worthy picture. Plus, it’s designed with an Anti-Reflection Matte Display that makes art look true-to-life and is fully customizable — from its bezels² to its size — offering the perfect complement to any décor.

This year, Samsung Art Store also expanded to the Neo QLED 8K, Neo QLED 4K and QLED series, unlocking even more ways for users to enjoy art in their homes.

To learn more, visit https://www.samsung.com/us/televisions-home-theater/tvs/the-frame/digital-art-store/.

¹ Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by the surrounding environment and may not connect when enclosed or blocked by metal (e.g., from inside a metal cabinet) or by other physical objects such as walls. TV and Wireless One Connect require separate power cord connections.
² Bezels sold separately.

The collaboration merges the elegance of Samsung Art TVs with Liberty’s world-renowned archive, making the stunning designs available as digital artworks for the first time. Samsung curators worked closely with the in-house Liberty team to select patterns that would translate beautifully into a large-scale digital display that is alive with detail, light and color.

“This partnership was driven by a shared desire to celebrate British design in new ways,” said Rachael Roberts, Partnerships Manager at Samsung UK. “With no other British design houses currently represented on Samsung Art Store, it felt like the perfect opportunity to bring Liberty’s unique voice to our global audience.”

▲ One of the most celebrated designs from Liberty named Artemis (2023), shown on 2025 The Frame by Samsung.

Founded in 1875, Liberty has long been a symbol of British creativity and craftsmanship. Known for its distinctive prints and established history of design innovation, the brand’s influence spans art, fashion and interiors. For this partnership, the collection is introduced with Artemis as the featured design — a bold, botanical take on a classic Liberty design. Spanning over a century of heritage and creativity, the collection includes everything from the whimsical Enchanted Wood to the vibrant Jungle Trip design.

“At Liberty, we’ve always believed in design that tells a story, and stories that evolve with time,” said Pere Bruach, Design Manager at Liberty. “Partnering with Samsung allowed us to reimagine our most iconic prints as living art, infusing them with a new dimension. These works, once found on silk and paper, are now reinterpreted for the home — bringing the spirit of Liberty and the timeless beauty of pattern and print into people’s everyday spaces.”

▲ 2025 The Frame Pro showcases ‘Marina’s Tea Garden,’ from Liberty’s Autumn/Winter 2025 collection. This bold floral pattern
has been meticulously recreated to capture the rich colors and subtle tones of gouache brushstrokes. Available as a digital artwork
tailored to Samsung Art Store, it brings character, history and a touch of British charm to living spaces everywhere.

Among the 20 Liberty designs featured, standout works include “Artemis,” “Marina’s Tea Garden,” “Fantasy Land,” and “My Grown Up Star,” from Liberty’s Autumn/Winter 2025 collection. Each design is presented as a digital artwork tailored to Samsung Art Store, bringing character, history and a touch of British charm into living spaces everywhere.

“When selecting the right pieces for Samsung Art Store, we were drawn to those that best encapsulate Liberty’s visual language,” Bruach added. “From nostalgic 1930s florals and hand-painted botanicals to eclectic geometric designs and enchanting landscapes, the collection reflects the full spectrum of our creative heritage. Artemis, for example, felt like a natural fit for The Frame — it speaks to the blend of tradition and modernity that defines both our brands.”

“Liberty’s legacy of storytelling makes them a dream partner,” said Roberts. “Our vision for the Art Store has always been to make art and design that brings meaning to people’s lives accessible, and Liberty’s prints bring exactly that — a daily joy and a sense of place.”

This new collaboration underscores Samsung Art Store’s mission to democratize access to global art, with a growing archive of over 3,500 artworks from the world’s most renowned museums and art institutions. Now, with the addition of Liberty’s British classics, a new chapter in which printmaking heritage meets innovation begins.

About Liberty 
Liberty is a movement dedicated to discovery, animated by arts, culture, design and the pursuit of beauty. Liberty is famed for its original curation, directional design and celebration of craftsmanship. In the spirit of our founder, Arthur Lasenby Liberty, we remain unapologetically eccentric and committed to bringing good design to all.

¹ Liberty artworks are available through the Samsung Art Store in all service countries except India.

▲ 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.

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.

Now in its 14th year, the seminar provides field experts with hands-on experiences of Samsung’s latest TV lineup ahead of its official release. This year, the seminar will be showcasing technologies related to AI-powered picture quality, immersive sound, and next-generation viewing experiences.

Revolutionizing the Screen Experience With AI

Samsung’s 2025 TVs will feature powerful AI-driven features designed to enhance the user experience. At the heart of this innovation is Vision AI, an advanced platform that personalizes and simplifies the way users interact with their screens. Features such as Click to Search allows viewers to instantly access relevant information about on-screen content, while Live Translate provides real-time audio translations for seamless global viewing. Quick Remote transforms a smartphone into a control hub, offering a more intuitive and connected experience.

Samsung has also introduced a seamless multi-device experience, enabling effortless content sharing and control across Samsung devices. Features like Storage Share, which allows easy file transfers between Galaxy devices and TVs, and Multi Control, which lets users operate multiple Samsung devices with a single keyboard and mouse, create a more connected and streamlined ecosystem.

Next-Generation OLED & Neo QLED Picture Quality

Samsung’s 2025 OLED TVs introduce Glare Free 2.0, minimizing reflections for a crystal-clear and immersive experience. Powered by the NQ4 AI Gen3 Processor and 128 neural networks, AI Upscaling sharpens details with remarkable precision, while OLED HDR technology boosts brightness and contrast.

The 2025 Neo QLED 4K lineup features advanced local dimming for deeper blacks and enhanced HDR accuracy. AI Motion Enhancer, previously exclusive to 8K models, is now available in 4K TVs, delivering ultra-smooth visuals ideal for sports and action-packed content.

Expanding the Lifestyle TV Portfolio

Samsung’s Lifestyle TV lineup continues to push boundaries of design and innovation, blending cutting-edge technology with personalized home aesthetics.

The Frame Pro redefines both entertainment and home décor, now featuring Mini-LED Local Dimming for enhanced brightness and lifelike picture quality. With access to over 3,000 digital artworks via Samsung Art Store, users can instantly transform their TV into a stunning personal gallery. The addition of Wi-Fi 7 ensures seamless installation, reducing cable clutter for a cleaner, more sophisticated setup.

Meanwhile, The Premiere 5 offers a compact yet powerful projection experience with touch interaction, making it ideal for gaming, education, and immersive home entertainment. Designed for versatility, it delivers immersive visuals in a range of environments, from classrooms to home theaters and much more.

Introducing the Next Era of Immersive Sound

Samsung is redefining audio innovation with Eclipsa Audio, the industry’s first IAMF 3D sound technology developed in collaboration with Google. This advanced system optimizes spatial sound by analyzing environmental reflections, delivering a deeply immersive surround sound experience.

At the 2025 Tech Seminar, attendees will be among the first to experience Eclipsa Audio firsthand and see its seamless integration with Samsung’s latest soundbars for a next-level home theater experience.

“At Samsung, we’re committed to making all the devices you use smarter and more connected,” said Benjamin Braun, Samsung Europe’s Chief Marketing Officer. “Whether it’s using Vision AI to automatically optimize your TV settings or AI-powered services to make activities such as search or home management simpler, we’re showing how technology can feel more personal and tangible than ever before.”

Following the Frankfurt event, Samsung will bring the Tech Seminar series to key regions including Southeast Asia and Latin America, providing more industry professionals with exclusive hands-on previews of its AI-powered display and audio innovations ahead of their market launch.

▲ Kevin Cha from Samsung’s Picture Quality Solution Lab explains how Glare Free 2.0 technology and OLED HDR technology enhance viewing comfort.

▲ Haylie Jung from Samsung’s Picture Quality Solution Lab highlights advanced local dimming and AI-powered enhancements in the 2025 Neo QLED 4K, featuring the NQ4 AI Gen3 Processor.

▲ Steffen Greb from Samsung’s ECSO demonstrates Vision AI and seamless multi-device connectivity across Samsung products.

▲ Deokhwan Kim from Samsung’s Picture Quality Solution Lab demonstrates The Premiere 5’s touch capabilities.

▲ Hyungwoo Kim from Samsung’s Sound Device Lab showcases Eclipsa Audio, Samsung’s 3D audio technology, allowing users to enjoy immersive three-dimensional sound experience.