“We believe technology should open doors to inspiration and connection,” said Sean Yun, President and CEO of Samsung Electronics Benelux. “Our partnership with the Van Gogh Museum is a powerful example of how mobile innovation can bring cultural experiences to life in more intuitive and personal ways for people everywhere.”

Officially launched on June 10, the Van Gogh Museum’s redesigned audio tour uses 1,600 Galaxy S25+ smartphones to deliver an upgraded storytelling experience, replacing the previous audio tour hardware with a more compact, lightweight and user-friendly interface. Visitors also benefit from clearer voice audio and enhanced display quality — which enable rich, detailed visuals.

As part of the long-term vision for this partnership, Samsung and the Van Gogh Museum are working on further upgrades to the audio tour that will integrate Samsung’s renowned Galaxy AI features for a more personalized visitor experience.

To commemorate this multi-year collaboration, Samsung will launch Van Gogh Museum branded cases created exclusively for Galaxy smartphones. The designs are inspired by Vincent van Gogh’s famous paintings including the Sunflowers and his self-portrait. These promotional items will be available for purchase at Samsung Experience Stores and the Samsung Online Store in the Netherlands, as well as at the Van Gogh Museum store and its online store.

“At the Van Gogh Museum, we aim to be at the top of our game and in response to our own times, and to do so in our own innovative way,” said Emilie Gordenker, Director of the Van Gogh Museum. “We are delighted to collaborate with Samsung as a technology partner to make the museum experience even more engaging.”

About the Van Gogh Museum Amsterdam
The Van Gogh Museum in Amsterdam holds the world’s largest collection of works by Vincent van Gogh, including over 200 paintings, nearly 500 drawings, and more than 700 letters. The permanent collection takes visitors on a journey through his life, revealing the ideas and ambitions behind his art. Each year, the museum attracts visitors from around the world and reaches millions more through its website and social media channels — including Facebook, Instagram, YouTube and LinkedIn.

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.

Botticelli’s “Allegory of the Spring”, Anthony Copley Fielding’s “Sunset, Hastings”, and Vincent van Gogh’s “Sunflowers” (from left)

Samsung Electronics announced today that it has partnered with three prominent global museums and art galleries, Uffizi Galleries (Italy), Museum of New Zealand Te Papa Tongarewa, and The Van Gogh Museum (Netherlands), to bring world-renowned masterpieces directly to consumers’ homes through Samsung’s lifestyle TV ‘The Frame’. Through these premiere museums art galleries partnerships and concession, Samsung aims to expand the global leadership of its art platform, the Art Store, and continue to transform the way that consumers enjoy their TV.

Already inclusive of more than 1,000 exceptional works of art and photography, Samsung’s Art Store will additionally host 62 new pieces of art through these three gallery partnerships. With these latest additions, the Art Store continues to grow as the largest, specially curated art content platform in the world.

“The Frame has gained global popularity, and we are thrilled to continue to provide consumers with new artworks to enjoy from the comfort of their homes,” said Seline Han, Vice President of Visual Display Business at Samsung Electronics. “We strive to redefine how a product can provide value to consumers’ unique lifestyles, and we believe that The Frame does just that. Our latest partnerships and concession will allow users to access even more rare masterpieces to enhance their home décor.”

Located in the Historic Centre of Florence in Tuscany, Italy, the prestigious Uffizi Galleries is one of the most important museums in the world and shows the best collection of works from Renaissance. Through this concession, consumers can enjoy the works of Botticelli, Leonardo da Vinci, Eugène Delacroix, Piero della Francesca, Lorenzo Monaco, Rosso Fiorentino and many more. Notable works include Botticelli’s “Allegory of the Spring”, “Birth of Venus” as well as da Vinci’s “Annunciation.”

Museum of New Zealand Te Papa Tongarewa, also known as Te Papa, meaning “our place,” serves as New Zealand’s national museum and art gallery. Featured works by Anthony Copley Fielding, Frank Edward Clarke, Johannes Keulemans showcases beautiful images and sketches of the natural world such as “Sunset, Hastings”, “Hypoplectrodes semicinctum 1876” and “Three Huia”.

The Van Gogh Museum, dedicated to the works of Vincent van Gogh, touts the largest collection of van Gogh’s paintings and drawings in the world. Art Store users will be able to access the likes of “The Yellow House”, “The Bedroom”, “Sunflowers” and many more by the Dutch master.

The Frame offers innovative ways for consumers to sort and display their artworks, which can now be categorized by colors, composition and more. With personalized artistic preferences, The Frame can also assist users through a series of artistic advice in discovering new artists. Additionally, users can create custom art galleries and slideshows and play them throughout the day on their TV in a similar way to a music playlist, in intervals from 10 minutes up to a whole week.

To make art look even more realistic, the brightness sensors adjust brightness levels based on the ambient light in the room throughout the day. Also, motion sensors enable the TV to turn itself off and save energy when no one is in the room.

Designed to meld to various home décor aesthetics, The Frame also can be mounted against the wall with the No Gap Wall-Mount or artfully displayed on many elegant TV stand. To meet customers’ various needs, its custom bezels which can be attached easily on The Frame are offered in four colors – white, black, beige wood, and walnut. The Frame is also equipped with Samsung’s One Invisible Connection, a single and near-invisible cable supplying both power and A/V data that allows consumers to remove all clutter around the TV.

The Frame is available in a variety of sizes, from 43 to 65 inches. To learn more about these partnerships and The Frame, visit http://www.samsung.com.

Vincent van Gogh’s “Sunflowers” (The Van Gogh Museum)

Botticelli’s “Allegory of the Spring” (Uffizi Galleries)

Anthony Copley Fielding’s “Sunset, Hastings” (Museum of New Zealand Te Papa Tongarewa)