The masterpieces available for display include Pierre-Auguste Renoir’s “Dance at Le Moulin de la Galette,” Paul Cézanne’s “Mont Sainte-Victoire,” Vincent van Gogh’s “Starry Night,” Claude Monet’s “Blue Water Lilies,” Henri-Edmond Cross’ “The Evening Air” and Henri Rousseau’s “The Snake Charmer.” Available through Samsung Art Store, this selection offers a unique opportunity to experience the world’s largest collection of Impressionist and Post-Impressionist art from the comfort of home.

▲ Samsung Electronics’ partnership with the Musée d’Orsay brings 25 iconic pieces of artwork, including Claude Monet’s “Poppy Field” (1873), into the homes of The Frame TV owners

Launched in 2017 by Samsung in collaboration with Swiss designer Yves Béhar, The Frame redefines the role of a TV as the world’s largest TV art platform. With its silhouette reminiscent of a traditional painting, The Frame seamlessly blends into any interior and reflects Samsung’s goal of bringing art into modern homes.

Through Samsung Art Store, users can access and explore more than 2,500 pieces from world-renowned museums and galleries including The Met, Van Gogh Museum, Tate and Victoria and Albert Museum (V&A) — as well as iconic pieces from artists such as Jean-Michel Basquiat, Keith Haring, Salvador Dali and more.

The Frame’s QLED 4K UHD glare-free matte display automatically adjusts brightness and colors for high-quality rendering at any time of day. Furthermore, The Frame’s reproduction of artwork is more realistic than ever with Pantone Validated colors. Users can choose from a wide range of frame sizes for a fully customizable experience, allowing The Frame TV to complement interior décor and elevate the ambiance of any room.

▲ Samsung Electronics’ partnership with the Musée d’Orsay brings 25 iconic pieces of artwork, including Vincent Van Gogh’s “Starry Night” (1888), into the homes of The Frame TV owners

“We’re delighted to launch this collaboration and hope to enrich it further,” said Julia Beurton, Deputy CEO at the Orsay Museum. “Being able to enjoy carefully curated masterpieces from the museum’s outstanding collection at home is an invitation to bring a piece of Orsay’s beauty into one’s living room.”

“We are proud to collaborate with the prestigious Musée d’Orsay to deliver a truly immersive artistic experience on The Frame TV,” said Guillaume Rault, Vice President of Samsung Electronics France. “Combining over eight years of partnerships with the world’s leading museums, our unrivaled expertise allows us to render the artworks’ beauty with absolute precision and care while adapting them to digital formats. Thanks to this exceptional collection, we’re bringing art directly into the homes of more than five million people around the world so that everyone can rediscover these masterpieces in a new light.”

The Musée d’Orsay’s 25 featured masterpieces will be available on Samsung Art Store starting September 30.

Samsung Electronics today announced that its 2024 edition of The Frame has earned Pantone Validated ArtfulColor certification from Pantone,¹ a globally renowned authority in color standards. This certification highlights The Frame’s advanced adaptive color technology, which ensures an exceptional color reproduction capability that meets Pantone’s rigorous standards for authentic color that is nearly indistinguishable to the human eye under standard lighting conditions.

“Consumers are expecting more out of The Frame,” said Yongjae Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “Our aim is to always provide the best possible customer experience, and in the case of The Frame, this is accomplished by giving users a display that portrays art in a way that is true-to-life. We’ve achieved this with the Pantone Validated ArtfulColor certification and will continue to work towards optimizing the viewing experience further.”

Pantone Validated ArtfulColor evaluates if displays can faithfully simulate a range of physical Pantone Color cards and Pantone SkinTone color cards under CIE² standard illuminant D65, which portrays illumination that is more-or-less equivalent to that of the average midday light in Western or Northern Europe. The Frame is the world’s first display in the industry to meet this stringent validation, reaffirming Samsung’s leadership in color fidelity that was first recognized by previous Pantone Validated status across all QLED TVs in 2022.³

“After evaluating Samsung The Frame in standardized ambient lighting, we were very pleased with the high quality of the on-screen Pantone color reproduction,” said Iain Pike, Senior Global Director of Product and Licensing at Pantone. “These results are duly reflected in the award of the world’s first television to earn the Pantone Validated ArtfulColor designation. Visually, we can also confirm the lifelike quality of the displayed colors and skin tones compared to the physical swatch cards, as observed by our technical team during the evaluation process. This is a truly unique, value-added capability of Samsung The Frame we tested.”

The Frame’s Art Mode is specifically designed to exhibit artwork and photographs with true-to-life colors under standard lighting conditions such as at homes or galleries. It offers viewers an immersive and authentic art viewing experience by intelligently adjusting brightness and hues to optimize the image for ambient lighting conditions.

Leveraging Samsung’s cutting-edge QLED display technology, The Frame has previously received Pantone Validated and SkinTone Validated approvals for its precise emissive rendering of the full gamut of Pantone SkinTone colors and the vast spectrum of all 2,390 colors contained within the Pantone Matching System (PMS). The Frame also comes with a Matte Display — which significantly reduces glare and reflections — bringing the extensive collection of approximately 2,300 artworks from the Samsung Art Store to life.

For more information on The Frame, visit http://samsung.com.

¹ Pantone company provides a universal language of color, called Pantone Matching System(PMS), that enables color-critical decisions through every stage of the workflow for brands and manufacturers.
² Commission Internationale de l’Éclairage or International Commission on Illumination, in English.
³ https://news.samsung.com/global/2022-samsung-qled-and-lifestyle-tvs-recognized-by-top-global-certification-institutes-for-eye-comfort-safety-and-color-accuracy

The Art Store’s growing popularity has also provided rising artists a platform for their work to be seen by millions of art enthusiasts and design lovers worldwide. In particular, the Minted X Samsung The Frame partnership has allowed independent artists from more than 100 countries to have their work displayed alongside iconic works from renowned artists and institutions.

Samsung Newsroom sat down with Mariam Naficy, Founder, co-CEO and Chairman of Minted, about the Minted x Samsung The Frame partnership and how this technology empowers artists with more opportunities.

Q: Can you tell us more about how technology enables you to carry out your mission to help new artists and make art more accessible?

It can be challenging for new artists to reach a large audience in the art world. Our mission has always been to showcase the best in independent design to consumers everywhere, regardless of an artist’s background.

For instance, Minted holds open art and design challenges that allow anyone in the world to submit their art or design. Our customers vote for their favorite submissions, and Minted’s proprietary algorithms parse through millions of these votes to determine the winning designs. This crowdsourcing process champions inclusivity while bringing fresh and trendy designs to market. Together with The Frame and the Art Store, we are proud to create a pathway for independent artists to display their work digitally in millions of homes.

▲ Mariam Naficy, Founder, co-CEO and Chairman of Minted

Q: What made you decide to collaborate with the Art Store?

The Art Store shares Minted’s commitment to helping consumers discover and support artists. Samsung has curated incredible art, including works from prestigious museums around the world. We’re honored to see art from Minted artists in the same digital gallery as the classic or traditional masterpieces. By bringing the art of up-and-coming and emerging artists into peoples’ homes, Samsung is fostering inclusivity and accessibility, which are two values that are important to Minted.

Q: Can you share with us an artist success story that was made possible with Minted?

All the artists who have been featured in the Art Store have such diverse backgrounds, career paths and personal stories. For example, Bethania Lima, a Brazilian surface designer living in Uruguay, has grown her business through Minted — and has had the opportunity to bring her work into even more homes worldwide through our partnership with the Art Store.

Q: What are some advantages of displaying art on The Frame vs more typical ways of accessing art such as visiting art galleries or exhibitions?

In many homes, the television is in a room that serves as a gathering place, and bringing art into your home is a wonderful way to share the beauty of design with friends and family. Displaying unique art on The Frame turns an everyday living space into your own dynamic gallery that can be enjoyed from the comfort of your home with the people you love.

The Art Store’s audience has continued to grow, which has led to larger earnings opportunities and greater success for featured artists. We also love the curated, thematic lists that help people discover art in the Art Store.

Q: How has your own work evolved since you first partnered with Samsung?

Minted’s ongoing design competitions ensure that we always have the latest in art and design, and we’re very excited to have refreshed the Minted Art collection for the Art Store this year. It’s the first major refresh of our assortment since we launched, which is very exciting. Our new collection features a diverse group of artists and new art trends.

Q: What pieces would you recommend for users to enjoy through The Frame’s Art Mode?

“Everything Changes”, Fernanda Martinez

• Fernanda Martinez is an Oakland, California-based artist and founder of La Tinta Art. She explores the subject’s relation with the environment through her abstract paintings and murals incorporating natural elements as themes. With an experimental and intuitive approach to her work, her pieces are unique statements that represent feelings of connection, expansion and growth. In particular, Martinez’s artwork “Everything Changes” was inspired by a sunny day in the city. Combining the yellows and browns from city buildings with vibrant golds, oranges and blues creates a unique and modern composition.

“Festooned”, Brandy Brown

• Brandy Brown is the creative director of Marabou Design. As a wife and mother, she crafts with the idea of her modern family and their extraordinary friends in mind. Her background is in graphic arts, and she believes that function and clean design go hand in hand. Much like her personality, her aesthetic is described as both playful and smart. In her piece “Festooned”, Brown wanted to depict the serenity of a BIPOC¹ woman holding a lush arrangement of florals. Just as flowers come in many varieties and colors, Brown wanted to capture the vast spectrum of femininity through her digital art.

Linear Abstract – “A Long Ray Around”, Raven Erebus

• Raven Erebus is a Silicon Valley-based artist who worked as a software engineer before turning to art full time when her health declined. Erebus’s work discovers the magic in the everyday world around us and is often inspired by her immediate environments, as she has a chronic disability. Erebus explains that her simple pen and ink drawings, like “A Long Ray Around”, consist of interlocking lines inspired by the shapes found in nature. The lines create pathways, rays and arches resulting in a soothing minimalist design that is perfect for modern decor.

To see the latest crowdsourced art pieces from the Minted x Samsung partnership, head to the Art Store on The Frame.

¹ BIPOC stands for Black, Indigenous and people of color.

It is a project, first announced at CES 2022 earlier this year, with the ambitious goal of empowering users around the world to reflect their evolving lifestyles across their devices. It expands Samsung’s Bespoke vision beyond home appliances and brings it to life in the company’s smartphones and large-screen devices. The #YouMake platform offers a better way of personalization and connectivity through a customized control enabled by SmartThings¹ IoT solutions.

To kick off the campaign, Samsung has launched the #YouMake page on Samsung.com, introducing a lineup of products that can be personalized to fit users’ style, space and daily routine. The list of applicable products ranges broadly from smartphones, TVs, refrigerators to wearables and more, such as the Galaxy Z Flip3 Bespoke Edition, Galaxy Watch4 Bespoke Edition, Bespoke Refrigerators, The Frame, The Freestyle and Samsung Smart Monitor M8. The website also offers Samsung.com-exclusive colors for the Smart Monitor M8 and Galaxy S22. Users can design each product to fit their unique taste through the website, where they can save or purchase their finished designs.

“At Samsung, we work toward a future where technology is seamless and user-centered. A future where connected experiences bring people together and unlock new value in our lives and society,” said Jong-Hee (JH) Han, Vice Chairman, CEO and Head of Samsung Electronic’s Device eXperience (DX) Division in his CES 2022 keynote speech. “We believe that everyone should be able to customize their devices and that cutting-edge technologies should be more connected and intuitive.”

The #YouMake campaign will roll out across eight countries² by May before expanding to other countries throughout the second half of this year. Under the #YouMake campaign, Samsung plans to offer continuous services and benefits through virtual experiences, customer participation events and more by utilizing top metaverse platforms.

¹ While the available technology, functions and features may vary by country, SmartThings is the hub application allowing controls of a wide range of Samsung devices as well as Samsung compatible ones.

² The #YouMake campaign will start off in the following countries: France, Germany, Italy, the Netherlands, Spain, the United Kingdom, the Unites States and South Korea.

Samsung Electronics recently rolled out its #YouMake campaign, a campaign centered around customizing the color, design and even the combination of your Samsung products according to your lifestyle.

From refrigerators and TVs to smartphones and smartwatches, you can now make your Samsung experience your own across the full range of the company’s products. Going beyond simply expanding the product options available, this campaign lets you enjoy customized and connected product experiences through the Internet-of-Things (IoT)-powered SmartThings platform.

The #YouMake campaign empowers consumers to take the lead in customizing their own product experiences however they want. Samsung Newsroom has explored how the #YouMake campaign can transform different spaces in your home through combinations of different devices to help you embrace your individuality, so read on to discover how this campaign can inspire you to discover seamless product experiences that are truly tailored to your lifestyle.

#Scene 1, Transform Wherever You Work Into A Home Office

Due to the pandemic, the traditional ideas of how and where we work have fundamentally changed. Today, many people work from home or operate on a hybrid schedule, which combines working from home and commuting to the workplace. Now, #YouMake offers another opportunity to revolutionize how we approach the way we work at home. By connecting your smart devices through SmartThings, workers can create a new home office culture by breaking the stereotype that “work equals computer.”

Through #YouMake, you can start the day by working in your study with your Smart Monitor M8, but then step into the living room for a conference call using your Neo QLED TV. With its large screen, you can get a vivid sense of being in a meeting with your colleagues, as you easily read the meeting agenda and clearly see your coworkers’ faces. For materials that need to be shared during the meeting, you can quickly share them through your Galaxy S22.

With the SmartThings’ screen compatibility and connectivity features, including file sharing, you can choose the best products to use for different tasks in a simple, unified way.

#Scene 2, Customize Your Home With Design That Speaks to You

Your home is the one space that truly reflects your personality and style. Just like how you would select the wallpaper and furniture to decorate your home, you can now customize the colors and finishes of home appliances and electronics, such as your refrigerator, TV and smartwatch.

You can easily sync your style and your devices across your home with the #YouMake campaign.

For instance, if you’ve already chosen Bespoke Refrigerator panels to match your kitchen’s bright, pink-hued wallpaper, you can add a further splash of color to your home by installing The Frame and choosing bezel colors that coordinate with the Bespoke Refrigerator.

When having guests over, you can then select the perfect painting for any special occasion and display it with The Frame. You can also opt for a Galaxy Watch strap and watch face in matching colors for a stylish look that meets any dress code.

#Scene 3, Make Any Get-Together a Night To Remember

With the #YouMake campaign, you can transform wherever you are into a movie theater or a pumping party scene. The Freestyle, a lightweight and easy-to-carry portable screen, can display a large movie screen or provide mood lighting for parties. Simply turn on Ambient Mode on The Freestyle to display images that elevate the atmosphere and transform the vibe of the party.

If you’re in the mood to stream a video from your favorite OTT platform, you can also connect The Freestyle to your Galaxy S22 using the Tap View feature to utilize the UI of a Samsung Smart TV. With 360-degree surround sound that fills up the entire space, you can enjoy truly high-quality sound from anywhere.

Samsung is offering consumers the opportunity to take the lead in tailoring their product experiences to fit their lifestyles. Learn more about these compelling connected device experiences by following Samsung’s #YouMake campaign.

Based on the partnership with Saatchi Art, Samsung introduced ‘The Frame X Saatchi Art’ gallery at the London Design Festival in 2017

Samsung Newsroom spoke to Sarah Meller, Senior Director of Brand and Marketing Strategy at Saatchi Art, about the partnership and the network’s perspective on digital art and the Art Store, giving you a closer look into the relationship that takes the virtual art world to a new level.

Q: So, what made you decide to collaborate with the Art Store in the beginning?

We wanted to be at the forefront of using technology to bring the art world to people on a global scale. By partnering with The Frame, we felt that it would make art a more integral part of people’s lives, leading to a greater appreciation of it overall, which is such a good thing.

Q: What piece would you recommend to users to enjoy through The Frame’s Art Mode?

It’s difficult to pick just one. Saatchi Art’s chief curator, Rebecca Wilson, chose several art pieces for The Frame that stand as a testament to the TV’s versatility. They are as diverse and equally stunning as each other, and include everything from Claire Desjardin’s abstract paintings to Dean West’s fine art landscape photography.

If I had to choose a few, I would recommend:

• Dancer: Gama #0 by Cody Choi: The contemporary photographer and choreographer who is best known for his stunning, figurative portraits of dancers in motion. As a dancer himself, Cody can masterfully capture the dynamism and passion of his subjects.
  

• Boomerang House by Cécile Van Hanja: She is best known for her abstracted renditions of modern architectural spaces. Cécile’s paintings depicting homes and pools immediately transport guests to mid-century spaces.

• Winter Warm II by Sandy Dooley: She is an impressionist artist who spontaneously splatters paint with vibrant hues that characterize her harmonious landscapes, inspired by memories of growing up in the English countryside.

Q: How do you think the Art Store has evolved since you first partnered with Samsung? What are some of the improvements that stand out the most?

Since we partnered with the Art Store in 2017, its selection has grown tremendously, which has been very inspiring. It’s been wonderful to see iconic institutions like the Musée du Louvre join in and bring museum-quality art into the homes of viewers around the world.

Q: How has Saatchi Art evolved since you first partnered with Samsung?

At Saatchi Art, we support our artists as they explore emerging mediums and styles. We have been increasing our offerings in the digital art and NFT space. And we are thrilled because not only do NFTs offer real practical benefits to artists, but also give them a new medium in which to express their creativity. We are excited to evolve our mission into this space.

Q: How do you feel about technology changing the way in which people appreciate art?

Technology has provided us with many benefits when it comes to the arts. While real-life art experiences will never go away, nor should they, technological advances like the ones shown through the Art Store are transforming the way people access and consume art. Ultimately, these changes lead to more democratization, more diversity, more experimentation and more creativity.

Another benefit of The Frame is the lighting and the subsequent colors it creates. Lighting is so key when it comes to displaying art. The fact that The Frame can automatically adjust the screen’s brightness as lighting conditions change helps to maintain the natural colors of the artworks, ensuring a great viewing experience for consumers.

To see art from this partnership with Saatchi Art, head to the Art Store on The Frame.

The smallest products can bring about the biggest changes in our lifestyle. Enhancing your TV can be as simple as adding an accessory, but the results — from adding portability, to changing the format from landscape to portrait, to decorating your home — can have a significant impact on your viewing experience. Samsung Newsroom has compiled a list of the best simple and practical accessories made by Samsung Electronics to help you make the most out of your screen experience.

Consume Content Horizontally or Vertically With the Auto Rotating Wall Mount & Stand

Have you ever wanted to watch a vertical video meant for mobile on your Neo QLED or The Frame? With the Auto Rotating Wall Mount and Auto Rotating Stand,¹ you can watch content the way it’s intended. Simply press the rotation key on your remote control to automatically change the screen from horizontal to vertical mode for the perfect viewing experience. Not only can you enjoy various content in comfort, but you can also take advantage of mirroring and casting features in vertical mode.

Tilt Your Screen Any Way You Want to With the Full Motion Slim Wall Mount

The days when a TV is a device permanently fixed to the wall in one orientation are long gone. These days, you can harness the Full Motion Slim Wall Mount accessory to flexibly tilt your screen up, down, left or right to view your favorite content from any posture or angle that you desire.

What’s more, the Full Motion Slim Wall Mount fits neatly against your wall, putting the wall and your screen in close contact for even more comfortable and immersive viewing experiences.

Tidy Up Messy TV Cables With the One Connect Box

If you manage to organize all of your messy TV cables, you’re already halfway done styling your TV room’s interior. The Neo QLED neatly pulls together any living room, thanks to the One Connect Cable and the Slim One Connect box. With this accessory, you can quickly organize and eliminate all distracting cable clutter, streamlining your home decorating for a functional and beautiful space.

Turn Your TV Into a Work of Art With Custom Bezels

The accessory that puts the finishing touch on Samsung’s The Frame, which features a picture frame trim that displays world-class art right on your wall, is a customizable bezel. You can swap between different color options to get exactly the look you want in your home. You can choose from the Modern Flat Bezels that come in White, Teak and Brown for a clean and contemporary look, or you can go with one of the Beveled Bezels that come in White and Brick Red for a more traditional design.² In addition, the Slim Fit Wall Mount minimizes the space between your TV and your wall to seamlessly blend into any room.

If you don’t want to install your TV on a wall, The Floor Stand offers an alternative way to express your style and fit your space. As it is easy to install even in small areas, The Floor Stand is the perfect accessory to bring artistic flair into any home.

Entertainment On-the-Go With The Sero Wheels

The one-of-a-kind, rotating The Sero has now become even more flexible with The Sero Wheels. For TV lovers who want to change both the orientation of their content and the location of their TV, The Sero Wheels is just the right choice. By allowing you to move your TV freely from one room to the next, this accessory helps The Sero adapt to any space or interior at any time.

Express Your Personal Style With The Freestyle

A portable screen, a Bluetooth speaker and a mood light — The Freestyle does it all in style. You can add a splash of color to The Freestyle’s neat, white design with a colorful range of rubber skins which feature Blossom Pink, Forest Green and Coyote Beige swatches. If you’re taking The Freestyle outdoors when going camping or attending a rooftop party, you can conveniently carry the device with you in a sleek, compact case.

Reinvent Your Space With The Serif

With its practical design that looks like the letter “I,” The Serif itself can be a statement centerpiece of any room. Using the flat surface above the top bezel as a shelf, you can decorate The Serif based on your unique tastes and preferences. You can display several handmade or limited edition items to add an accent to your home and make your space reflect you. Like any high-end shelf, the possibilities to elevate your room’s interior and grab your guests’ attention are endless.

* The product images shown are for illustration purposes only and may differ from the actual product.

¹ Compatible with Neo QLED 8K, Neo QLED 4K and The Frame models. Size availability varies by product line ups.

² The number and availability of color swatches may vary by country or region.

The 2022 Samsung Lifestyle TVs won the ‘Eye Care’ Certification from Verband Deutscher Elektrotechniker (VDE) in Germany, one of Europe’s largest technical-scientific associations with more than 36,000 members. The certification applies to Samsung’s 2022 Lifestyle TV models including The Frame, The Serif and The Sero. The screens are evaluated on various categories, including ‘Safety’, ‘Gentle to the eyes’, flicker level, uniformity and color fidelity.

(From left) Seokwoo Yong, EVP and Head of R&D Team, Visual Display Business at Samsung Electronics and Cherif Kedir, President & CEO of VDE

The new Lifestyle TVs were assessed for safety from blue light emission and melatonin inhibition levels based on a light hazard classification method set by the International Electrotechnical Commission (IEC). Samsung’s 2022 Lifestyle TVs satisfy the IEC’s standards for screen flickering, which can cause eye fatigue or headache for viewers. They were also recognized for excellence in color fidelity and picture quality uniformity, both elements of which contribute to eye comfort level while watching TV.

(From left) Seokwoo Yong, EVP and Head of R&D Team, Visual Display Business at Samsung Electronics and Wyatt Brannan, Vice President of North America Consumer, Medical & Information Technology of UL

Samsung’s 2022 Lifestyle TVs¹ were also verified as ‘Glare-Free’ by Underwriters Laboratories (UL), a leading independent safety science company. UL’s verification validates the ‘Glare-Free’ claim by assessing the products against Unified Glare Rating (UGR) testing standard set by the International Commission on Illumination (CIE). Samsung’s new Lifestyle TV models use a new Matte Display with anti-glare, anti-reflection and anti-fingerprint properties to deliver the optimal brightness and provide the best picture quality without glare.

• Reflected Glare, which determines whether the objects on a TV screen are visible even when external light is reflected on the surface
• Discomfort Glare, which determines whether a TV screen is too bright
• Disability Glare, which determines whether a TV screen is overly bright when watching TV in a dark room

These glare assessments were calculated based on test results of watching TV in both 300 lux, which is equivalent to a brightly lit work area, and in 70 lux, which is usually the value for a dimly lit work area.

(From left) Seokwoo Yong, EVP and Head of R&D Team, Visual Display Business at Samsung Electronics and Raj Shah, Vice President at Marketing of Pantone

Additionally, Samsung’s all new 2022 QLED models received the world’s first ‘Pantone Validated’ certification from Pantone, the world-famous brand in the global color industry and creator of the Pantone Matching System (PMS).

These models receiving this recognition from Pantone include all 20 newly released models – 15 QLED TVs in both 4K and 8K and five monitors. Samsung’s 2022 QLED TV line-up was recognized for its accurate expression of 2,030 Pantone colors and newly added 110 skin tone shades.

“As TVs become more of an entertainment hub in the home, there’s an increased demand for screens with top-tier picture quality that minimize eye strain,” said Seokwoo Yong, Executive Vice President and Head of R&D Team, Visual Display Business at Samsung Electronics. “This recognition from leading global institutes validates our technology that delivers best-in-class images along with the most comfortable watching experience.”

¹ Applicable to Samsung’s 2022 Lifestyle TVs consisting of The Frame, The Serif and The Sero.

As technology continues to enter the art world in ways that haven’t been seen before, the display and creation of digital art are becoming increasingly common. Amid this climate, Samsung Electronics has partnered with the Leeum Museum of Art to promote the convergence of art and technology and allow people to experience 5,000 years of history with a curated collection in the Art Store on The Frame.

Samsung Newsroom reached out to Kwang-bae Lee, a curator at the Leeum Museum of Art, to get the inside scoop on the museum’s reopening, its collections and its collaboration with Samsung.

Transcending Time and Space With Artworks That Span Eras and Styles

▲ Exterior view of the Leeum Museum of Art

The Samsung Foundation of Culture established the Leeum Museum of Art in Hannam-dong, Seoul, Korea in 2004 in order to preserve its cultural assets and share them with the public. It was designed by acclaimed architects, Mario Botta, Jean Nouvel and Rem Koolhaas, and is highly regarded for its architectural value and harmonious design which blends with nature. With its unfailing dedication to holding exhibitions and showcasing its expansive collection, the museum now has one of the most broadly representative and varied collections in South Korea. Today, the Leeum is known as an open museum where various artistic styles, from traditional Korean art to vibrant and modern contemporary pieces from both Korea and abroad, can coexist. The museum has also been utilizing digital technology in its exhibits for the past ten years with this technology allowing, old artworks to be displayed in new and exciting ways. In this way, the Leeum seeks to head toward the future while not forgetting about the past. The museum is currently using a variety of state-of-the-art devices for both exhibition and education purposes.

▲ The interior of the Leeum Museum of Art

During the renovation period, the Leeum launched new permanent exhibits featuring both traditional and modern artworks. It also revived a special exhibition entitled “Human, 7 questions”, which is designed to offer visitors a chance to reflect on humanity as the source of art and contemplate the meaning of human existence during times of crisis. It has also installed a massive Media Wall in its lobby, allowing users to appreciate the artwork of Jennifer Steinkamp upon entering the museum.

“Following the Leeum’s reopening, people seem to be paying special attention to the new collections and special exhibitions we have opened,” said Lee. “I am excited to have visitors come in and see the new and improved space for themselves as they enjoy the full experience the renovated museum offers.”

Samsung and Leeum Usher in a New Era of Digital Art

The partnership between Samsung Electronics and the Leeum is also playing an important role in the ongoing unification of art and technology. Thanks to the fact that works curated by the museum are included on The Frame, users can now view them not just outside of the museum, but across the world. As Korean culture continues to grow more popular and expand into new countries, the introduction of this collection on the Art Store opens new opportunities for users around the world to experience the beauty of Korean traditional art.

▲ Lidded Bowl (National Treasure), 11th-12th century (Goryeo Dynasty)

Curators spent a great amount of time and effort selecting a collection that shines a light on the artistry and aesthetic of Korean art for display on The Frame. Because of this, viewers can now enjoy beautiful patterns on metal, subtly colored pottery and vibrant paintings from the comfort of their homes.

“Technology allows visitors to appreciate finer details in an artwork – whether it is a picture, a text, or a voice – that they may not have noticed before,” Lee said. “As technologies continue developing, our appreciation and understanding of art will expand beyond what we could ever have imagined.”

▲ Daoist Immortals, Kim Hong Do, 1776 (Joseon Dynasty)

Samsung Electronics and Leeum have been cooperating on using technology to promote art since the museum opened in 2004. Beyond digital art displays, this partnership has also demonstrated how digital archives can play an important role in preserving historical legacies.

“In this era, when we have access to abundance of masterpieces, the best of art and technology have to come together to complement one another,” Lee commented. “We hope our collaboration with Samsung will eventually come to be regarded as a masterpiece in and of itself.”

The collection of artworks curated by the Leeum is available in the Art Store on The Frame today.

Check out some of the Leeum’s top picks for The Frame below.

“The Frame is not just a device for watching TV, but a lifestyle product which enhances a space with its design and enriches consumers’ lives with an extensive art collection,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung Electronics. “We continue to look for ways to strengthen The Frame’s offerings to find innovative ways to satisfy consumers’ evolving needs and desires. We are also always exploring partnerships with new museums, galleries and artists to offer a much wider range of collection in the Art Store.”

Innovative Design Marries Form and Function

The Frame is the most popular model among Samsung’s Lifestyle TV lineup. Since it was first released in 2017, The Frame’s design, features and size have continuously evolved, reflecting consumers’ ever-changing tastes and lifestyle needs.

As consumers have been spending more time at home, the popularity of home entertainment content has risen, along with consumer demand for their screens to go beyond a home appliance and enhance their interior design. The Frame perfectly converged these trends to offer consumers a blend of form and function, leading to rising sales for the lineup.

Innovating picture quality and keeping up with consumer trends drive Samsung to continually enhance each new iteration of The Frame. In 2020, Samsung added QLED picture technology to deliver more vibrant images. The TV also incorporates a brightness sensor to adjust the brightness level depending on the surroundings, so that viewers can fully enjoy optimized pictures and videos. In July 2021, Samsung launched an 85” version, so it is now available in five different sizes (32″, 55″, 65″, 75″, 85″) to satisfy a variety of lifestyles and home spaces.

The Frame in 2021 offers a slim bezel of 24.9mm, or almost half the width of last year’s model, adding elegance of space with frame-type bezels available in various colors. Users can choose a customizable frame — white, teak, or brown flat-style bezel, and white or brick red beveled chamfer-style bezel.¹ The Frame can be set up on a TV stand, wall-mounted for a gallery look, or on the recently released studio stand.

Curated Content Through Strategic Partnerships in the Art Store

Aside from its unique and modern design, a focal point of The Frame is the Art Store — its proprietary art subscription platform. When users are not watching content on The Frame, they can use Ambient Mode to choose works of art from the Art Store’s vast library of paintings and photographs to put on display — this way, the screen does not have to be a blank canvas interfering with interior design, but an element that enhances it.

The Frame’s Art Store offers over 1,500 artworks from world-renowned museums and galleries such as the Hermitage Museum in Russia, the Louvre in France and the Prado Museum in Spain. Through partnerships, Samsung has expanded the Art Store’s collection to encompass unique artworks from up-and-coming creators all over the world such as Magnum Photos, a global photojournalist group, and most recently, the leading art photography maison YellowKorner, to offer vibrant artwork that takes advantage of The Frame’s QLED picture quality. With AI-based curation, the 2021 version of The Frame analyzes consumers’ patterns and tastes and recommends new artwork.

The 2021 version of The Frame offers significantly increased storage capacity with 6GB compared to previous versions that offered 500MB. It can now store up to 1,200 pictures in 4K resolution so users can select more art to form their own personalized gallery.

For more information on Samsung’s lifestyle TV portfolio, please visit www.samsung.com.

¹ The Chamfer style bezel is available only in 55″ and 65″

Palani Mohan is an award-winning photographer who holds the view that if you slow down and look around you, you will find “small, beautiful miracles that take place all the time.”

Samsung Newsroom spoke with Mohan about his experience as a photographer and his collaboration with Samsung on The Frame.

Life Through a Camera Lens

▲ Photographer Palani Mohan, Katie Barget for TEDxSydney | CC BY-NC-ND 2.0

Mohan photographs a variety of subjects, from his famous pictures of eagles on the outskirts of Mongolia, to the various shades of Hong Kong, and just about everything else in between.

Many of Mohan’s projects have led him to travel around the world, visit new places and meet new people. Before the pandemic, Mohan spent as much as six months out of the year on the road for work. Now, however, he spends a lot more time staying in one place.

▲ Man and Eagle over tall grass (2013)

Mohan says he hopes that, when people look at one of his photographs, they get the same feelings of awe as if they were standing right beside him when he took it.

“Most, if not all, of the time when I’m taking my photographs, I am alone, especially when I’m doing landscape work,” he comments. “So when people look at my images on the screen, or in a magazine or print, I would like them to feel like they’re standing where I stood and seeing what I saw when I made that image. If they can do that, I’ll be very happy because my job will be done.”

On The Frame, viewers can experience Mohan’s stunning work in premium, QLED picture quality that brings photos to life. When viewing his work on The Frame, Mohan says, “I hope [viewers] see what I see. I hope they look at my work and see what a magical place this world is.”

▲ Hong Kong through the clouds (2016)

Technology Shines a Light on Detail

An interesting aspect of Mohan’s work is that a large portion of it is black and white. Whereas other photographers may focus on the colors in a scene, Mohan often removes the color to let viewers focus on other aspects of the subject.

▲ Water Dragon (2019)

Art and technology have already been intersecting for some time, with technology being used as a medium for both creating and viewing artworks. And innovations such as The Frame are bringing the two even closer together, making pieces more accessible and opening a world of new possibilities for producing and showcasing art. And this is especially true for artists like Mohan who value attention to detail very highly.

▲ Golden Eagle (2013)

“The Frame gives viewers the chance to look at a piece of art as the artist wants them to view it,” Mohan says. “It feels so real, viewing images on The Frame. It changes the interaction you have with the artworks you look at. You see all the details and tones – you can walk up and see the work as the artist really intended.”

It is the quantum dot technology in The Frame that gives it its spectacularly vivid display, and that delivers the finer detail that illuminates texture and contrast. “Attention to the minute details is very important to me. I place huge importance on the quality of my work, the tones reflected and how the visual image is presented. This is a huge part of what I do,” Mohan relates. “I go to extraordinary lengths as far as the quality of the final image, and I believe Samsung and The Frame do exactly that too. The screen resolution on The Frame is out of this world – simply unbelievable. And I think it’s a wonderful marriage when you have an artist who also puts quality above everything else. When the two meet, the result is magic.”

Palani Mohan’s work is available in the Art Store on The Frame now, and 14 new pieces will be available from late November.

Depending on the space, there are various ways in which Samsung’s Lifestyle TVs can be used to enhance an interior. With the help of a home stylist named Rachel, Samsung Newsroom came up with elegant ways to use the company’s Lifestyle TVs and household objects to decorate a variety of spaces. Whether you are decorating your interior with plants or opting for a minimal aesthetic, the following tips and tricks can help you create the perfect space.

* The images in the article have been edited for illustration purposes.

In order to get to know more about how users around the world are enjoying their Samsung lifestyle TVs, Samsung Newsroom reached out to a range of influencers and trailblazers within different creative industries.

Adèle & Maxime, French Graphic Designers With an Interest in How Objects Work With Their Interiors

“Samsung’s lifestyle TVs blend in with the décor, becoming an aesthetic element in their own right – all with simplicity and lightness.”

Q: As designers and illustrators yourselves, what do you think about the design of Samsung’s lifestyle TVs?

A: The design of Samsung TVs is very interesting because, once placed, they become a modern and active object in our interiors. They blend in with the decor, becoming an aesthetic element in their own right – all with simplicity and lightness.

Q: Samsung has partnered with some artists on the design of their lifestyle TVs. What are your thoughts on such partnerships that blend technological innovation with artistic creativity?

A: The idea of opening up the design of an everyday object to creators is something that is very important to us. Technological objects can lose their simplicity and poetry by merit of their design, but by collaborating with creative people, we can bring this issue to the forefront to resolve it.

Virro & Lola, A Mexican-French Photographer and Creative Professional Duo With a Passion for Travel

“Samsung’s lifestyle TVs combine art, aesthetics, interior design and entertainment, making them go far beyond the television function – which is really revolutionary.”

Q: Along with your professional pursuits, you are known for your joint Instagram page where you share your favorite travel experiences. What do you think about The Serif with which you can view your own media and memories?

A: We used to hate the black screen of the TV in our living room, so Ambient Mode is one of the features we love most about The Serif. It’s really cool that Samsung regularly introduces new content for Ambient Mode, but mostly, we’re keen on showcasing our own media and having it on display for ourselves and our guests.

Q: Virro – as a photographer, what is it about Samsung’s lifestyle TVs that appeals to you the most?

A: First of all, thanks to their QLED screens, the image quality is impressive. In addition, Samsung’s lifestyle TVs combine art, aesthetics, interior design and entertainment, making them go far beyond the television function – which is really revolutionary.

Q: Lola – what is your favorite thing about The Serif?

A: What I love most about The Serif is that it’s a TV that doesn’t look like one. Being passionate about interior design, I believe that The Serif is a beautiful, unique and bold addition to a living space.

Kyal & Kara, Australian Renovators Who Like to Think Outside the Box

“The ability to view either your own or world-renowned media on The Frame means that there are infinite ways to create a look and feel unique to each individual.”

Q: How do Samsung’s lifestyle TVs factor into your daily household routines and activities?

A: With two young children and an active lifestyle, we really value our relaxation time together as a family, and Samsung’s lifestyle TVs play a big part in this. On the weekends, we love our movie time together as a family, and the kids love choosing artwork from the Art Store for The Frame we have in our rumpus room – it’s a great way for them to take ownership of the space.

Q: Samsung’s The Frame combines technology with aesthetic for seamless TV experiences. What are your favorite features of the TV?

A: The two standout features for us are the TV’s thin, streamlined design and the customizable bezel. We’re all about creating spaces that evoke emotion as you enter the room, and the ability to view either your own or world-renowned media on the TV means that there are infinite ways to create a look and feel unique to each individual.

Q: What tips would you provide to users looking to match their Samsung lifestyle TV to their interior?

A: We have three key tips. Tip 1: function first – work out how you’d like your TV to be displayed. The Serif is a great option for angular spaces where wall mounting or units are not an option.

Tip 2: find your inspiration. From color palettes to other décor pieces, be sure to know what’s important in your space. Finally, tip 3: create a style unique to you. Ask yourself what vibe you’re looking for with your space. For example, if you prefer minimal interior styling, The Frame with a white bezel would be the perfect choice.

Lotte Meister, an American Interior Decorator and Stager Who Loves When Function Meets Style

“The Serif feels both retro and modern at the same time and doesn’t take up too much visual space the way a TV on a console table might.”

Q: Samsung’s lifestyle TVs are developed to be able to fit into any interior space and aesthetic. What are your thoughts on the design of The Serif? What do you like most about it?

A: The Serif’s clean lines and cool vibe make it a decorative element in its own right. What’s more, the sloped ceilings of our bedroom did not permit a flat screen to be hung on the wall, yet we wanted to be able to watch TV in bed. The Serif was the perfect solution. It feels both retro and modern at the same time and doesn’t take up too much visual space the way a TV on a console table might. The hidden wiring is also genius – the decorator and stager in me loves the look!

Q: What about The Frame? What do you like most about it?

A: We have 3 homes across New York state, each with completely different aesthetics. We have a Frame TV in each of these homes, and it looks great in each location. I love it because it looks like another piece of art and doesn’t scream “Look at me, I’m a TV!”. The choice of finishes available for The Frame make it work in every style of home.

Jin-woong Son, a Korean Furniture Designer With a Passion for the Harmony of the Interior

“The Frame’s bezel is so refined that the joints fit perfectly when you switch out your bezel – like puzzle piece slotting into place.”

Q: As a professional furniture designer, do you have any special criteria in mind when choosing a TV?

A: I would never choose a product that doesn’t harmonize with the space it is to be placed in, which is why I currently use The Frame, as I like how it can be used as an actual art frame when the screen is turned off.

On top of that, you can easily change The Frame’s bezel color to match your changing interior any time you want, something that you can’t do with most electronics. Furthermore, the bezel’s joints are designed at a 45° angle, and as a furniture designer, this strikes me as amazingly sophisticated. The bezel is so refined that the joints fit perfectly when you switch out your bezel – like puzzle pieces slotting into place.

Q: These days, the demand for lifestyle TVs that are able to merge seamlessly into a user’s space is on the rise. What are your thoughts on this trend?

A: In the past, the TV used to play the role of gathering family members all together in the living space while also providing entertainment. These days, however, the role of TVs has become much more about providing multifaceted entertainment experiences, as well as serving as statement furniture pieces.

For those living in a small space, The Serif makes the perfect choice – as opposed to, say, a huge wall-mounted TV – as it makes use of the space it takes up by serving as a sophisticated interior décor item that stands on its own as a piece of furniture.

* The influencers featured in the article are Samsung’s paid influencer partners.

With new artworks from the Louvre joining the collection, The Frame now boasts a catalog with over 1,500 works of art from 42 different countries that consumers can enjoy in 4K picture quality from museums and galleries around the world, including the Prado Museum in Madrid, the Albertina Museum in Vienna, the Tate Modern in London, the Van Gogh Museum in Amsterdam, the Hermitage State Museum in Saint Petersburg and LUMAS.

“Ever since we launched our lifestyle TV portfolio in 2017, we have focused on developing the Art Store platform with prestigious partners. We want to offer much more than a television, inviting Art into the homes of The Frame owners everywhere. This catalog lists works by hundreds of artists, covering diverse periods, from ancient civilizations to modern art,” explained Wonjin Lee, President and Head of Service Biz Team at Samsung Electronics. “This year, we are proud to join forces with one of the most famous museums in the world, the Louvre, to enhance this collection and offer a taste of French heritage throughout the world.”

Admire the Louvre’s Treasures From Your Own Home

By entering into a partnership with the Louvre,¹ Samsung offers all The Frame owners a chance to explore the most visited museum in the world through forty pieces of artwork and photographs. This selection includes must-see masterpieces such as the Mona Lisa and The Wedding Feast at Cana, as well as photos of the majestic Louvre galleries, its architecture and museum grounds (Louvre Pyramid, Tuileries Garden, etc.). A short description of each work gives users a glimpse into their background and history.

Samsung and the Louvre also plan to unveil other exclusive content for The Frame users later this year.

“The Louvre is a venue of discovery, imbued with emotion, a spectacular setting for artistic masterpieces. Admiring works from its collection every day, at home, as well as views of the building, galleries and gardens, is a wonderful way to see and understand the extraordinary beauty of this museum,” said Yann Le Touher, Head of Development, Brand Licensing and Commercial Partnerships of the Louvre.

Ultra-Slim Design and Exceptional Picture Quality

The Frame boasts a unique and customizable design that sets it apart from the rest. Designed to be a TV when it’s on and art when it’s off, The Frame is an innovative digital canvas that reflects an individual’s personal style. The 2021 version of the lifestyle TV offers new custom options to complement every space and style, with two frame designs: modern (available in white, teak and brown) and bevelled (available in white and brick red).²

To complete the artwork appeal, The Frame can be hung flush to the wall on an ultra-slim mount and connected to a One Connect box via a single translucent³ cable that integrates all TV connectors including the power source. Users can also set The Frame anywhere in the room on a Studio Stand.⁴

In addition to its gallery-ready design, The Frame provides a vibrant 4K⁵ QLED picture quality powered by Quantum Dot Technology that allows 100% color volume, immersing viewers in a world of rich and realistic colors.

For more information on Samsung’s lifestyle TV products, please visit www.samsung.com.

About the Musée du Louvre

Formerly a royal palace, the Louvre has embraced the history of France for eight centuries. Open to the public since 1793, the Louvre collections are among the finest in the world, encompassing several thousands of years and spread across a large territory from America to the confines of Asia. Divided among eight departments, the collections feature works admired throughout the globe, including the Mona Lisa, the Winged Victory of Samothrace, and the Venus de Milo.

After the French Revolution, the Louvre was created as a place where artists could admire the great masters and look for inspiration. Even today, the Louvre remains a place of inspiration for the greatest contemporary creators, architects, painters, sculptors, dancers, and musicians.

More information on www.louvre.fr.

¹ Through 30 June 2023

² For the 55 and 65-inch models

³ Comes with one 5-meter cable; 15-meter cable available separately. Available for the 43, 50, 55, 65 and 75-inch models.

⁴ Sold separately.

⁵ The 32-inch model is in QLED Full HD.

The Louvre has a fascinating and rich history; a former royal palace, it has been a cornerstone of French history for over eight centuries. Open to the public since 1793, the Louvre’s collections are among the finest in the world, spanning several thousands of years and regions of origin from America to the borders of Asia and beyond. Divided into eight departments, it houses some of most recognizable art pieces in the world, including the Mona Lisa, the Winged Victory of Samothrace, and the Venus de Milo.

Samsung Newsroom spoke with Yann Le Touher, Head of Development, Brand Licensing and Commercial Partnerships at the Louvre, to learn more about what users can expect from this exciting partnership.

▲ Pyramide et Palais du musée du Louvre (2021) by Nicolas Guiraud

LFH (Louvre From Home)

Due to the COVID-19 pandemic, everyday life has been flipped on its head. The arts and entertainment were among the industries hardest hit, but that didn’t stop the public’s yearning to enjoy cultural pursuits. In order to allow people to still be able to experience its collections, the Louvre sought out new and innovative method of sharing art including uploading its entire art collection online.

According to Le Touher, this has been a crucial step in making sure the Louvre accomplishes its main mission of sharing art with as many people as possible. “It is important to share knowledge on as many of the artworks preserved at the Louvre as possible,” highlighted Le Touher. “We believe this online platform, which presents thousands of our artworks, is useful not only to art historians and researchers, but also art lovers.”

▲ Mona Lisa (1503-1519) by Leonardo da Vinci

Samsung and the Louvre’s partnership is in line with the goal of bringing artwork closer to art fanatics around the world thanks to Samsung TVs’ pristine picture quality and lifelike images. The Frame is known for its ability to display images that look remarkably like physical prints and paintings, with the screen’s signature Quantum Dot technology making colors more vibrant and contrast sharper. “We were impressed by the features offered by The Frame and were interested in the idea of bringing art into peoples’ homes as well as making it more accessible,” noted Le Touher.

As an iconic structure itself, photos of the Louvre itself are also available, bringing Parisian chic directly to you so as to bring the entire Louvre experience to your home. The Art Store provides access to an expansive range of artworks from world-renowned galleries and museums directly to your home, elevating any living space.

Find Your Inspiration

The Louvre has cemented itself as a place of inspiration for artists and art-enthusiasts alike. “The greatest architects, painters, sculptors, and craftsmen not only imagined and embellished the palace, but also lived, worked, and exhibited their work at the Louvre for over three hundred years,” said Le Touher.

In September, the Louvre opened its latest exhibition dedicated to Greek art. This project highlights the cultural, historical and artistic links between France and Greece in the 19th century and shows how the rediscovery of Greek antiquity changed the European view of Greece.

Thanks to The Frame’s ever-growing library of art some of that inspiration can now be yours too. There are 40 pieces of artwork from the Louvre and photographs of the iconic building, available on the Art Store today.

▲ Le Sacre de Napoléon (1806-1807) by Jacques Louis David

“Our selection of artworks from the Louvre include great masterpieces, such as the Liberty Leading the People, and the Grande Odalisque,” noted Le Touher. “We also want to promote lesser-known paintings that are important and meaningful in art history.” The Louvre and the Art Store partnership has, for example, added the painting Deux chiens de chasse liés à une souche (1548) by Jacopo Bassano, a monumental piece as the first animal portrait in Western painting, albeit less known than works such as the Mona Lisa.

“We are proud to be part of the partners highlighted in the Art Store,” affirmed Le Touher. “Thanks to Samsung’s technology and innovation, we have the opportunity to give people the impression of having a reproduction of their favorite work at home. Obviously, this does not replace a visit to the museum but we strongly believe it can bring inspiration and joy to many homes.”

Samsung’s lifestyle TV The Frame is known for its ability to recreate images that look remarkably like physical prints and paintings, with quantum dots in the panels making colors more vibrant and sharpening contrast. The Frame has been offering curated selections since 2017, with the Art Store providing access to an expansive range of artworks from a host of eras and contributions from world-renowned galleries and museums.

Under its monthly theme of ‘Wild and Free’, the Art Store is featuring world-renowned photographer Tommy Clarke, whose aerial photography transports viewers to scenic, dreamlike destinations. Samsung Newsroom sat down with Clarke to learn about his creative journey and his work.

▲ Bamboo Parasols (2019)

The View From Up Here

Ever since he first picked up a camera, Clarke knew that photography would allow him to capture his artistic vision in a way no other medium could. “I found I could most easily capture what I wanted to with a camera,” he says. “Plus, I’m able to have my camera with me at all times!”

And Clarke’s preference for aerial photography has led him all over the globe, from Miami Beach to Iceland, as he searches out interesting scenes to capture. “From there it becomes about whether I can get a helicopter or plane over the area,” he relates. “When the stars align, I pack a camera and go.”

Rather than orchestrate a scene, Clarke prefers to capture what’s naturally going on beneath him, flying high enough so that people aren’t looking up at him, but low enough so that he can capture those important details.

▲ Tommy Clarke

Capturing Incredible Colors Around the Globe

For Clarke, color is a vital element when it comes to getting the perfect shot. “The colors may be the most important part of my photos. It’s what first catches the eye and it’s why my photos hang on walls around the world,” he says. “Capturing incredible colors – be they from sand bars in Australia, or colorful beach towels in Saint Tropez – is what gives my photos their beauty.”

And technology plays a huge role in ensuring those colors are accurately reflected. On The Frame, which produces 100% color volume thanks to quantum dot technology, colors have a lifelike quality that truly communicates the artist’s intent. “I am used to world class printers and museum quality paper, so when I first saw my images on The Frame, I was blown away,” he notes. “The colors pop in the same way they do in a physical print.”

▲ Playa Shoreline (2015)

Redefining Norms

With technology like The Frame’s QLED display now available to him, Clarke says his craft is shifting. “I’d be willing to put on a fully digital exhibition now. Technology like The Frame gives me full faith that my images will be displayed exactly as I want them to be,” he says. “Given the choice of doing an exhibition with five screens on the wall showing images on rotation, or printing and framing forty images, I’d go for The Frame every time.”

What’s more, with The Frame users have access to an ever-growing library of art unlike any other. In Clarke’s opinion, “The best part about The Frame is that you don’t have to choose just one picture to hang on the wall. Often, people at my gallery are torn when deciding which picture to buy. But The Frame resolves this by allowing them to rotate the images they’re displaying.”

8 of Clarke’s pieces are available today on the Art Store and The Frame.

The Belvedere’s art collection includes works ranging from the Middle Ages to the present day. In the Baroque ambience of Belvedere Palace, the museum presents the world’s largest collection of Gustav Klimt paintings as well as prominent works from the periods of Viennese Biedermeier, Austrian Baroque, Vienna around 1900, and French Impressionism. Samsung’s The Frame is bringing a selection of 17 artworks by nine artists—the highlights from the collection—for viewing in the comfort of the home.

“Art needs strong partners. This project shows how fruitful it can be for all parties to have a cooperation between technology on the one hand and art and museums on the other. Together with Samsung, we are making it possible to make art more accessible to an international audience – and in doing so cementing our conviction that art is for everyone,” said Wolfgang Bergmann, CFO at Belvedere. “The trend towards digitalization and the possibilities that Samsung offers are of great benefit to us in this regard. Of course, there is no replacement for seeing the original. And the Samsung’s The Frame Art Store inspires people to do just that.”

“We are excited to provide globally renowned works of art in The Frame’s Art Store in partnership with the Belvedere,” said Simon Sung, Executive Vice President and Head of the Sales & Marketing Team of the Visual Display Business at Samsung Electronics. “Since introducing The Frame in 2017, Samsung has curated a diverse catalogue with artworks from all over the world for the Art Store. Through this collaboration with the Belvedere, The Frame users will be able to enjoy a unique experience from their own homes.”

With new artworks from The Belvedere joining the collection, The Frame now boasts a catalogue with over 1,500 works of art from 42 different countries that consumers can enjoy in 4K picture quality from museums and galleries around the world, including the Prado Museum in Madrid, the Albertina Museum in Vienna, the Tate Modern in London, the Van Gogh Museum in Amsterdam, the Hermitage State Museum in Saint Petersburg and LUMAS. These partnerships allowed users to experience The Frame not just as a television, but also as a discovery hub to explore the world’s most beautiful art pieces.

▲ (From left) Michael Zoeller, Vice President and Head of CE Samsung Electronics Austria, Taeho Park, President Samsung Electronics Austria and Switzerland, Wolfgang Bergmann, CFO, Belvedere

▲ (From left) Kyuseong Lee, Kang-il Chung and Sunwoo Kim, the lifestyle TV product planners at Samsung Electronics’ Visual Display Business

The characteristics of TVs are continuing to evolve in line with the latest trends and lifestyle patterns. Against this backdrop, the role of the television has expanded. Whereas it used to simply be a device for delivering entertainment, the TV has now become a central component of users’ interior design schemes.

To keep up with emerging trends, Samsung Electronics has continued to think outside the box as it explores new possibilities for TVs. Since 2015, the company has been continuously pushing the envelope to develop new looks and features on its televisions, and ensure that consumers can fit their TV to their lifestyle. So, how did Samsung come up with its lifestyle TV line, and what kind of consumer experience is it aiming to provide? To find out, Samsung Newsroom met with the company’s lifestyle TV product planners, who have contributed to solutions ranging from The Serif to The Terrace.

Lifestyle TVs: Becoming More Than Just a Fixture of the Living Room

Vivid picture and a sense of immersion are two fundamental elements that a television must provide, with a well designed product capable of delivering both. Nowadays, lifestyles are shifting, and viewing has moved out of the living room, with people preferring to consume their content in whichever room they are in at the time.

“Our goal was to allow consumers to have a range of different screens for the various spaces in their house,” said group leader Kang-il Chung. “This would allow them to enjoy whatever content they wanted, wherever they were, based on Samsung’s ‘Screens Everywhere’ philosophy.” Chung’s work involves analyzing tech trends and usage patterns, which allowed him to start determining which new features users want from their television.

“In order to establish concepts for new TV products and functions, we look at things like how televisions are being used, interior decoration trends and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning stage, the product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to make it easier for the user to comprehend both the product’s story and the distinct experience it offers. Added Lee, “Rather than simply adding lots of different functions, we work to clearly define the main concept of the product, then make it different. In this way, we look to realize all aspects of the core experience to perfection.”

The Serif and The Frame: Bringing Classy Décor to Your Other Rooms

Since the time of its invention, the television has been considered a staple of the living room. But now, with a growing number of users also putting TVs in rooms like their bedrooms and studies, this is changing. In line with this trend, Samsung has expanded what it deems the ‘TV space’ from the living room to a range of other rooms. Along with this, the company has started to develop televisions that not only suit the interior aesthetics of those other rooms, but include features that match the needs and lifestyles of the people using the rooms.

In September of 2015, Samsung introduced its first lifestyle TV, The Serif, which was designed to contribute to users’ interior design schemes. The Serif’s iconic I-shaped design was created by the internationally renowned Bouroullec Brothers, and is an ideal choice for those who want an aesthetically pleasing television that goes well in any space. “We pursued a meaningful design that emphasized people and space, and tried to get away from the usual ‘TV look’,” said Chung. “A lot of consumers claim that The Serif looks more like a lifestyle product than a TV.”

The product planning team’s ongoing efforts to develop new models that blend well with their surrounding environments also contributed to the development of The Frame. Looking like a modern picture frame, this television can be matched to any home décor style and features an ‘Art Mode’ that allows viewers to enjoy artistic masterpieces from the comfort of their homes. The TV’s sensors are also capable of automatically detecting illumination intensity and movement. “Samsung is collaborating with world-renowned curators, renowned art galleries, museums and artists to deliver a broad collection of art through the Art Store,” related Sunwoo Kim. “We will keep working hard to ensure that we are able to display an increasingly broad range of great artworks in stunning resolution.”

Thinking Outside the Box: The Sero for Millennials

And Samsung’s ‘think outside the box’ development philosophy goes beyond considerations of space and expands to form. Whereas a typical television has a horizontal, 16:9-aspect-ratio screen, modern viewers’ increasing use of mobile devices means that watching content on vertical screens is becoming more and more common. The Millennial generation’s tendency to watch things on their smartphones, in particular, has contributed to the increased prominence of vertically displayed content. Thus, The Sero was developed as an answer to the question, ‘what if we could make the TV screen rotatable so that it could better match the lifestyles of Millennial users?’

The Sero is the result of this bold idea. “Developing the Sero with a rotating screen was a long and challenging journey, as it was like we were exploring unchartered territory,” said the product planners. The team had to consider a broad range of factors, such as whether the user would rotate the screen manually or whether it would rotate automatically. The project brought many different teams together as they set out to create a whole new consumer experience, with their efforts eventually culminating in ‘The Sero’. “We are witnessing an increasing amount of consumption of vertical, short-form content on social networking sites,” remarked Chung. “And The Sero allows viewers to use screen mirroring to watch this content in a full screen, immersive format.”

Expanding to Other Spaces: The Premiere and The Terrace

Over time, the focus of Samsung’s Lifestyle TVs has shifted again. Due to the pandemic, many people prefer watching movies at home to going to the theater these days. The Premiere is specifically designed for those who want to create a theater-like environment in their homes. This easy-to-install model boasts a large, theater-like screen with very sharp picture quality. “With The Premiere, you can enjoy your favorite content on an ultra-large screen from the comfort of your home,” related Kim. “With a premium fabric finish, The Premiere also serves as an excellent complement to your interior décor.”

In the current climate, more people are also making use of private outdoor spaces such as balconies. In line with such consumer lifestyle changes, Samsung has introduced its first outdoor TV model, The Terrace. With superior water and dust resistance, The Terrace delivers an outstanding viewing experience regardless of rain, heat or other adverse weather events. Said Lee, “Going forward, the outdoor TV market is expected to grow exponentially. The Terrace provides an optimal outdoor viewing experience, delivering exceptionally vivid and detailed images in both the sunlight and the shade.”

As our TVs become increasingly important parts of our lives, some argue that the evolution of the product is nearing its conclusion. But Chung thinks differently, claiming that, “There is still an unending range of possibilities for what our televisions might become in the future.” He expressed hope that himself and his team will be able to keep introducing new and varied lifestyle TV models to keep providing fresh experiences to consumers.

Samsung’s lifestyle TV product planners believe that TVs need to keep evolving in order to keep up with continuously changing lifestyles. “We want to develop TVs that people want to own, and that they’ll want to show off,” Kim stressed. “Our dream is to build a so-called ‘lifestyle universe’ where each space is equipped with a lifestyle TV that suits the function of the space.”

▲ Still Life # 1 (Desert Oasis) 2018

Versatility is one of the greatest strengths of Samsung’s award-winning lifestyle TV, The Frame. Not only does it offer customization to fit any home décor and stunning QLED picture quality, but the Art Store also transforms the user’s display into a window to the world. With over 1,500 pieces to choose from, including world-renowned artworks like Vincent Van Gogh’s ‘Starry Night’ and partnerships with Magnum Photos, Etsy and a host of museums, the Art Store lets consumers embark on a premium virtual travel experience from the comfort of their home.

With July bearing the curation theme of ‘Summer Vibes’, Samsung Newsroom is introducing photographer Dean West, who travels across continents to take pictures that capture things like the intensity of the desert heat, the refreshing first step into a luxury pool and the feeling of the sun on a tropical beach. West strives to give viewers an escape from reality with his art, and always finds himself coming back to landscapes that are warm and bright – or, as he describes them, “the places you’d rather be.”

With West’s work perfectly encapsulating the theme of ‘Summer Vibes’, Newsroom spoke to the photographer about some of his top picks from the Art Store and why The Frame is the ideal platform for displaying his work.

▲ Pink Dreams #1, Miami Shores 2020

Showcasing Carefully Crafted Scenes With Quantum Dot Technology

Vibrant colors are a key aspect of West’s artfully orchestrated scenes. “When photographing a scene, I always try to capture the essence or the feeling of a place,” says West. “Color is one way of communicating that. For example, when capturing my pool scenes, the feeling I’m going for is that moment when you first take off your sunglasses – when the sun bounces off the walls into the glistening pool. A colorful array of swimsuits and sunscreen-soaked skin are made visible, and color plays a beautiful role in capturing that essence.”

▲ St Pete Beach, 2016

The Frame’s QLED 4K picture quality offers the perfect medium for West’s work to be showcased to thousands across the globe. Quantum Dot technology allows more than a billion colors to be displayed at 100% color volume, allowing West’s artistic intent to shine through on a bright screen with vivid and accurate color reproduction. The cutting-edge display technology analyzes every piece of each image and adjusts the contrast to give it an enhanced sense of depth and color for a stunning result every time.

“The technology used provides such a harmonious viewing experience that it has to be seen to be believed,” relates West. “The display’s ability to reproduce color and light is so good that photographers and viewers from around the world can’t help but express their admiration. On top of this, The Frame gives users from all corners of the globe quality access to works that they may otherwise never have seen. This alone is something I truly respect.”

West describes ‘art’ as a series of complex images that blend into a single idea. He adds, “Understanding light is at the heart of creating imagery that are vivid and bright. Any person can put themselves in the right place at the right time and capture something beautiful, but learning to blend complex images takes years to master. The keys are to be curious, do your research and make the time to create.”

▲ Eagle Rock Office, Los Angeles 2019

How Technology Is Making the Art World More Accessible

Technology plays a key role in expanding access to art. It provides a multitude of platforms on which work can be displayed and accessed by a broad range of users on different devices. And The Frame is one of those devices. “We’ve already seen how wonderfully the worlds of art and tech are merging,” West remarks. “Artists have always used the best tools available to them at the time, and they will continue to do so as technology advances.”

The Art Store provides access to an expansive library of artworks to appeal to every taste, mood or setting. This ever-growing collection features pieces from a wide range of eras, as well as contributions from 47 global partners and 626 artists so far.

Fifteen of Dean’s pieces are available today for display on the Art Store and The Frame.

Samsung Electronics’ award-winning lifestyle TV The Frame continuously transforms the space it’s in by offering users access to over 1,500 pieces of virtual art from some of the world’s most renowned artists, museums and industry tastemakers.

This month, the Art Store is highlighting those masterpieces that bring the most beautiful scenery found around the planet straight to your living room with its World Environment Day spotlight, a curated set of art pieces that feature breathtaking scenes from all over the world. One artist whose work is featured in this spotlight is Cody Cobb, a photographer who travels to some of the most remote places known to man to capture nature the way he believes it should remain: untouched.

Figure 1. In my “studio” which is in the landscape itself

Bringing the Beauty of Our Planet to More People

Cobb has worked in photography for the past 20 years, first as an artistic pursuit that began as a part of his digital illustration projects and subsequently developing to be his primary medium. He travels to remote places including the vast American West in order to find unique landscapes, natural formations and stand-out moments to capture. He spends much of his time working alone in order to allow for serendipity to lead him to the discovery of the exceptional scenes captured in his work.

▲ Death Valley (2015)

“I am not sure that I can turn off the part of my brain that is engaged when I am photographing,” noted Cobb of the ways he harnesses his camera to capture his unique view of the world. “I observe the world in a specific way, obsessively finding details and patterns. Sometimes I will happen to have a camera with me, and that’s when I am able to capture those observations. Photography is a natural extension of my way of experiencing the world.”

By bringing his works to the selection available to users on The Frame, Cobb hopes that people will be able to experience the world in the way that he is able to when he is taking photographs. “I would love for those who view my work to be transported somewhere else for a moment,” he noted. “I hope that they can experience the sense of stillness that I myself enjoy while shooting.”

Cobb also hopes that when a user takes in the incredible scenes he has been lucky enough to see firsthand, they are able to stop for a moment and appreciate the beauty of what they are seeing. “I hope that my artwork offers a nuanced way of experiencing nature,” he said. “I want these places to come across as mysterious and I hope that people are able to get lost in them.”

Experiencing the World Through The Frame

On The Frame, Cobb’s photos are displayed using nano-sized Quantum Dots which offer 100% color volume and bring over a billion shades of precise colors to users so that users can enjoy the artworks with the original color, detailing and texture intended by the artist. Users are able to experience the natural beauty of our planet just as it is, for what feels like a firsthand view of these amazing scenes.

▲ Parallel World (2017)

“The Frame is such a perfect expression of the cinematic visuals running through my head when I’m creating art,” noted Cobb. “I want my photos to feel alive and the technology powering The Frame allows for that. I also love that my fine art prints can exist on the same wall alongside the work I have available on the Art Store.”

Putting Nature First Thanks to Transformative Technologies

Having collaborated with The Frame’s Art Store since its early days, Cobb understands how important it is to bring art into peoples’ homes and how technology plays a pivotal role in doing so. He is grateful for transformative experiences The Frame offers as a digital platform for displaying art; “Thanks to The Frame, I now have a new audience and a whole new way of sharing my work,” he noted. “It is incredibly motivating.”

An ardent advocate for the environment and the protection of the spaces he captures, Cobb is now selling his work via NFTs (non-fungible tokens) on platforms such as Hic et Nunc as the form of digital currency they employ consumes much less energy than other platforms. For each NFT sale he makes, he is donating a portion of the proceeds to environmental preservation organizations.

Fifteen of Cody’s pieces are available on The Frame’s Art Store now, and two of his photographs are being featured as part of this June’s Environmental Day spotlight.

The campaign, which will run globally from November 14 to December 14, 2020, will allow users to embark on a virtual journey on The Frame with enchanting photographs of global travel destinations provided by Magnum. Users can enjoy these photographs on The Frame at no charge for one month. After December 14, the photographs will be available both under a single purchase and monthly subscription.

The photographs in the new Magnum collection were taken by world renowned artists and photographers that include Elliott Erwitt, Burt Glinn, Stuart Franklin, Thomas Hoepker and Bruno Barbey and feature specially curated pieces that capture iconic destinations and memorable eras from across the world.

“We know that people today across the world are traveling less and spending more time at home,” said Jongsuk Chu, Executive Vice President of Visual Display Business at Samsung Electronics. “By offering these breathtaking photographs from iconic locations across the world and pairing them with The Frame’s vivid QLED picture quality, we hope to give consumers a premium virtual travel experience in the comfort of their home.”

With new pictures from Magnum Photos joining the collection, The Frame now boasts a catalogue with over 1,400 works of art that consumers can enjoy in 4K picture quality from museums and galleries around the world, including the Prado Museum in Madrid, the Albertina Museum in Vienna, the Tate Modern in London, the Van Gogh Museum in Amsterdam, the Hermitage State Museum in Saint Petersburg and LUMAS. These partnerships allowed users to experience The Frame not just as a television, but also as a discovery hub to explore the world’s most beautiful art pieces.

With a new purchase of The Frame, users can now enjoy a three-month free trial of the Art Store via the ‘Promotion’ app. The new collection will be supported on 2018 models and onward. For more information, please visit www.samsung.com.