The Frame Becomes First Official Visual Display for Art Basel in Basel, World’s Premier Show for Modern and Contemporary Art

Samsung Electronics announced a new partnership with Art Basel’s show in Basel, world’s premier art fair held annually in Basel, Switzerland, presenting The Frame as its official visual display. During the event, various art works will be exhibited on The Frame in a vivid 4K QLED display at Samsung The Frame Lounge.¹

This year, Art Basel’s Basel fair will host 286 galleries from 40 countries and territories taking place at Messe Basel from June 13 to 16.

▲ Samsung’s Lifestyle TV ‘The Frame’ became the first official visual display for Art Basel

Samsung The Frame Lounge is a booth dedicated to The Frame at Art Basel in Basel 2024 where visitors will be able to enjoy remarkable works of modern and contemporary art through The Frame’s cutting-edge display.

The Frame is a lifestyle TV that doubles as a digital canvas, displaying artwork or pictures on the screen when the user is not watching TV. Users can access more than 2,500 pieces of art including works from the most distinguished artists, museums, and industry tastemakers through Samsung Art Store, a subscriber-exclusive service.

The Frame is especially well suited to display art in events like Art Basel as it minimizes light reflection with the Matte Display, allowing people to admire art under overhead room lights or even daylight. Earlier this year, The Frame also became the first in the industry to earn the Pantone® Validated ArtfulColor certification, which highlights its exceptional color reproduction capability.

▲ The Frame will display various works of modern and contemporary art at Samsung The Frame Lounge, a booth dedicated to The Frame at Art Basel in Basel 2024

“The Frame is a display that has the power to deliver the artist’s message as well as the beauty of the work itself,” said Cheolgi Kim, EVP of Visual Display Business at Samsung Electronics. “We are especially excited to provide art lovers with a special screen experience on The Frame through this collaboration with Art Basel.”

Samsung Electronics aims to solidify The Frame’s reputation as a conduit for art by introducing an immersive digital experience for art enthusiasts worldwide.

▲ The Frame, in 2024, became the first in the industry to earn the Pantone® Validated ArtfulColor certification

▲ The Frame was announced as the official visual display for Art Basel 2024

¹ Samsung The Frame Lounge will be located in Hall 1, adjacent to the Unlimited sector, at Messe Basel during Art Basel in Basel 2024. Title and location subject to change without prior notice.