Just as everyone has different tastes in music and movies, the works of art that move us are deeply personal. Some find comfort in clean lines and structured compositions, while others are drawn to bold colors or dreamlike, mysterious imagery. The moment you discover your own artistic taste among countless works, the way you experience space begins to change.

Samsung Art Store brings together everything from classical masterpieces to contemporary works from world-renowned museums, galleries, and artists, all on a single screen.  It allows you to build a personal gallery tailored to your shifting tastes through monthly themed curations and collections from leading global art fairs.

So, which artistic movement best reflects your taste? Take a simple test below to discover your signature artistic style, and find the perfect Samsung Art Store collections to bring a fresh new atmosphere into your everyday space.

Samsung Electronics today announced that 34 brand new artworks from the Louvre’s collection are joining Samsung Art Store for the first time, making a total of 51 masterpieces from one of the world’s most celebrated museums available to Samsung Art Store users worldwide.[1] The collection includes Leonardo da Vinci’s “Mona Lisa,” along with some of the Louvre’s most renowned artworks, offering users unprecedented access to centuries of art through compatible Samsung Art TVs.[2]

The collection features some of the Louvre’s most celebrated masterpieces, including Eugène Delacroix’s “Liberty Leading the People,” Paolo Veronese’s “The Wedding Feast at Cana,” and Jean-Auguste-Dominique Ingres’ “La Grande Odalisque”. These iconic works are complemented by paintings from major European masters such as Caravaggio and Jacques-Louis David, alongside distinguished examples of French Neoclassical and Academic painting, including Dominique Papety’s “Greek Women at the Fountain” and Nicolas Poussin’s “Orpheus and Eurydice” — representing a major expansion of Samsung’s curated digital gallery.

“The Louvre represents the very best of French artistic and cultural heritage,” said Guillaume Rault, Vice President of Consumer Electronics at Samsung Electronics France. “We are proud to bring these masterpieces beyond museum walls and into the homes of millions around the world through our Samsung Art TVs.”

This partnership with the Louvre further strengthens Samsung Art Store’s growing portfolio of leading museums and cultural institutions. As one of the world’s most visited museums, the Louvre is home to some of history’s most important artistic treasures and with Samsung Art Store expanding access to this iconic museum collection, users can discover and display masterpieces on compatible Samsung TVs and displays.

Samsung Art Store offers subscribers access to a curated library of artworks from leading museums and artists worldwide. Available on Samsung Art TVs, the service enables users to discover over 5,000 artworks and enjoy museum art from the comfort of their home.

The Louvre collection is now available globally through Samsung Art Store.

About Samsung Art Store

Samsung Art Store is the #1 TV art subscription service globally, available in 115+ countries and growing. It offers access to a vast catalog of 5,000+ artworks from more than 800 artists through collaboration with leading institutions such as The Metropolitan Museum of Art, MoMA and Musée d’Orsay, reacquainting people with art in new, meaningful ways. Samsung Art Store is available across several Samsung TV series, making art from the world’s leading artists, museums and galleries more accessible than ever.

About the Musée du Louvre

Open to all since 1793, the Musée du Louvre was the first museum to open to the general public in France. Born of the French Revolution and heir to the great royal collections, this former palace of the kings of France has always lived and evolved alongside national – and global – history.

Today, the Louvre is one of the leading players on the international museum scene, with its 30,000 works of art displayed across 70,000 square meters, including masterpieces like the “Mona Lisa,” the “Winged Victory of Samothrace,” the “Seated Scribe,” and the “Venus de Milo.” It holds collections that tell a history of the world that has always been built on exchanges and connections, spanning from antiquity to the 19th century, from Asia to the Americas. The Louvre is a museum with a universal mission, a place where cultures and civilizations come together, where past and present interact. It is the place where all kinds of arts and all forms of expression manifest in today’s world – a place to better grasp the very aspiratio

[1] The Louvre collection is now available globally through Samsung Art Store except the MENA 18 countries: United Arab Emirates, Bahrain, Algeria, Egypt, Israel, Iraq, Jordan, Kuwait, Lebanon, Libyan Arab Jamahiriya, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkiye, Yemen.

[2] Compatible models may vary by year and region. Compatible 2025 models include Neo QLED 8K, Neo QLED 4K, The Frame, The Frame Pro, Q8F, Q7F and The Movingstyle. Compatible 2026 models include Micro RGB, OLED, Neo QLED, Mini LED, The Frame and The Frame Pro. Availability of Samsung Art Store may vary by model, market and subscription status.

[3] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe. 

Samsung India today introduces the Music Studio Series, a new lineup of Wi-Fi speakers designed to elevate the audio experience in Indian homes. Combining timeless aesthetics with immersive sound, the Music Studio 5 (LS50H) and Music Studio 7 (LS70H) are crafted to harmonize with any space while delivering rich, expressive audio.

The Music Studio Series is the latest addition to Samsung’s expanding audio ecosystem, offering seamless integration with Samsung TVs and soundbars. Designed by renowned designer Erwan Bouroullec, these speakers feature an iconic dot design inspired by universal symbols in music and art, blending elegance with functionality.

“Samsung has been transforming home audio in India with advanced audio technology and smart features. We’re continuing that legacy with next-generation sound devices designed to deliver a rich, expressive performance for any space and moment. We’re proud to continue this journey with new Music Studio series that bring rich, immersive audio to every Indian home,” said Viplesh Dang, Vice-President of the Visual Display Business at Samsung India.

Iconic Dot Design, Expressive Sound

Samsung has introduced two new Wi-Fi speakers, the Music Studio 5 and Music Studio 7, as part of its Music Studio Series. These speakers are designed to enhance the integrated ecosystem by combining timeless aesthetics with immersive sound technology. These new models enable a wider range of sound system combinations, maximizing the audio-visual experience. Additionally, they offer richer sound experiences while also enhancing aesthetic harmony with users’ spaces, allowing users to enjoy an improved audio environment.

Music Studio 7 (LS70H model) is the most immersive model in the series, delivering 3.1.1-channel spatial audio through left, front, right and top-firing speakers for natural 3D immersion. Samsung’s Audio Lab Pattern Control Technology reduces signal overlap for cleaner directionality, while AI Dynamic Bass Control delivers deep bass with minimal distortion. It functions as a standalone immersive speaker or can be paired with additional Samsung sound devices or Samsung TVs as well.

Music Studio 5 (LS50H model) is designed for homes where aesthetic harmony is as important as sound, offering a smaller, gallery-inspired form that complements and elevates interior spaces. Tuned by Samsung Audio Lab, it uses a woofer and dual tweeters with a built-in waveguide for clear, balanced sound, while AI Dynamic Bass Control deepens low frequencies without distortion. Wi-Fi casting, streaming services, voice control and Bluetooth via Samsung Seamless Codec provide smart, seamless connectivity.

A Connected and Intelligent Audio Experience

The Music Studio Series integrates seamlessly with Samsung’s SmartThings app, allowing users to control sound settings, manage group playback, and access music streaming services effortlessly. With Q-Symphony, users can pair up to five sound devices with a Samsung TV, optimizing channel distribution for a more immersive experience.

Price, Offers & Availability

Samsung’s Music Studio series is now available at Samsung.com, leading offline retailers, and major e-commerce platforms, starting at a price of INR 27900.

▲ Athene Galiciadis is a Zurich-based artist featured in the new Art Basel in Basel digital collection on Samsung Art Store. Photo courtesy of the artist.

Galiciadis’ “Stillleben (Reflection on Longings and Belongings)” and “Stillleben (Window)” have been selected for theArt Basel in Basel (ABB) 2026Collection on Samsung Art Store. The works were chosen for their strong use of color and pattern, qualities that translate naturally to the digital viewing experience on Samsung Art Store. Created in partnership with Art Basel, the digital collection features works by Switzerland-based artists from participating galleries and brings contemporary art from the fair to Samsung Art Store subscribers worldwide. Samsung Newsroom spoke with Galiciadis about form, color, the ideas behind the selected works and how digital presentation can bring art into the home.

A Personal Language Through Patterns

Q. Your work has a distinct language of shapes, colors and materials. How did this visual system develop?

I began developing this visual language while studying Fine Arts at ECAL(École cantonale d’art de Lausanne) in Lausanne. At the time, many artists in the Lausanne art scene were working with Neo-Geo aesthetics. I admired the rigor of that language, but I never fully connected with its precision. Rather than adopting it directly, I tried to translate it into something that felt closer to me.

▲ No two hand-painted patterns are exactly the same, with small variations giving Galiciadis’ geometric forms a sense of movement. Photo by Malle Madsen, courtesy of von Bartha Copenhagen.

I started working with geometric forms, patterns, repetition and symmetry, but I deliberately embraced the handmade. Every shape was drawn or painted by hand, making it unique and slightly different from the one beside it. The patterns shifted subtly across the surface, not through a predetermined system, but through the small variations that naturally arise from manual repetition.

Q. How do you think about rhythm, variation and change within a composition?

Repetition has always been central to my practice, but I have never been interested in repetition as exact duplication. Because my forms are drawn and painted by hand, no element is ever completely identical to another. A line becomes slightly thicker, a shape shifts, a color changes in intensity. These differences accumulate and create a sense of movement across the surface.

I often think of repetition in terms of rhythm rather than pattern. A pattern suggests a fixed system, whereas rhythm allows for fluctuation, pauses, accelerations and unexpected turns. In that sense, my compositions are perhaps closer to biology than to geometry. They are structured, but never entirely predictable. They repeat, but never in exactly the same way. Over time, this visual language has become more than a tool. I see it as a placeholder for “in-betweenness,” a way to hold ambiguity, transition and multiple meanings at once.

▲ (From left) Galiciadis stands beside her ceramic works, the installation shows how repeated forms create rhythm and movement across the space. Photo by Malle Madsen, courtesy of von Bartha Copenhagen.

Q. How much of a work is planned before you begin and how much is decided through the act of making it?

I usually begin with a very clear image in my mind. I think visually, so many works start as an almost complete mental picture rather than a concept expressed in words. What fascinates me is that the finished work never looks exactly like that initial image. The image has to pass through materials, gestures, scale, time and the realities of the studio. In that translation, things inevitably shift.

I do not see these deviations as mistakes or compromises. On the contrary, they are often where the work becomes most interesting. While the starting point is often highly defined, the final work is always shaped through the act of making. It is a conversation between intention and discovery, between what I envisioned and what the work itself asks for along the way.

Q. Are there certain materials, colors or forms you find yourself returning to over time? If so, what keeps drawing you back to them?

Yes, there are certain forms, colors and motifs that keep returning: snakes, spirals, pinks, triangles, zigzags and many others. I do not consciously decide to revisit them; rather, they seem to reappear on their own, as if they still have something to teach me.

I often think of artistic research as a spiral rather than a linear progression. You engage with something, move away from it, explore other directions and then return to it later. But when you come back, neither you nor the motif is quite the same. Perhaps this is why I am drawn to recurring forms. They become companions in a long-term conversation. Each time they reappear, they carry traces of previous works while opening up new questions and possibilities.

The Meaning of “Stillleben”

“The same structures that provide comfort and a sense of home can also become mechanisms of separation and exclusion.”

Q. Your palette often moves between soft pinks, greens and yellows, with darker blues and blacks adding contrast. How do you think about color as a way to shape tension, depth or atmosphere?

For me, color is something deeply personal. I do not approach it primarily as a decorative element or as a way of illustrating an idea. Rather, color is a way of thinking and a form of artistic research.

In many ways, this process replaces language. Instead of formulating thoughts through words, I compose with layered colors. Through this slow accumulation, I search for nuances, tensions and relationships that are difficult for me to articulate verbally. The depth that emerges is not only visual but also emotional and conceptual.

Q. What can you share about the works selected for the Art Basel in Basel 2026 Collection on Samsung Art Store and the moment in which they were made?

This work emerged within a larger constellation of paintings that I was developing simultaneously in the studio. I rarely work on a single canvas at a time. Instead, several works evolve alongside one another, creating a kind of conversation. What appears on one canvas often migrates to another; a color, form, rhythm or idea that begins in one painting may find a different articulation in the next.

▲ From left. “Stillleben (Window)” (2023) by Athene Galiciadis. Photo by Malle Madsen.  “Stillleben (Reflection on Longings and Belongings)” (2021) by Athene Galiciadis. Photo by Andreas Zimmermann.

Both works were created within such a process. They carry traces of multiple explorations and conversations taking place across different canvases at the same time. Looking back, I see each work as part of an ongoing reflection on questions that continue to occupy me: belonging, displacement, memory, inheritance and transformation. Rather than offering answers, the painting became a space where these themes could coexist and interact.

Q. How did the title “Stillleben (Reflection on Longings and Belongings)” come to the work and what does it add to the viewer’s understanding of the piece?

The title emerged from two conditions that often feel inseparable. Questions of migration, displacement, in-betweenness, transformation, inheritance and identity run throughout my practice and shape how I understand the world. What does it mean to belong? Who is included and who remains outside? Belonging can offer shelter, care and nourishment, but it can also produce boundaries and exclusions.

Longing is particularly difficult to describe. For me, it is often connected to a desire to bridge a gap that is always present but was never entirely my own. It can be inherited across generations, carried through stories, silences, memories and cultural interruptions. It is a longing for connection, continuity and understanding, while knowing that some distances can never be fully overcome.

The same structures that provide comfort and a sense of home can also become mechanisms of separation and exclusion. For me, “Stillleben (Reflection on Longings and Belongings)”inhabits this space of contradiction. It reflects on the simultaneous desire to belong and the awareness that belonging is never simple, fixed or innocent.

Where Art Finds New Meaning at Home

Q. Samsung Art Store gives people a way to encounter world-class art in the spaces where they live. What interests you about that everyday relationship with artwork?

What interests me most is the possibility of creating an everyday relationship with art. Some of the most meaningful encounters with artworks happen not in museums, but in the spaces where we live and spend our time. When you encounter an artwork repeatedly, it becomes part of your daily life and the relationship deepens over time to become a piece of your memories and personal history.

This resonates with my interest in collaboration, participation and community building. I enjoy forms of access that allow art to enter everyday environments. Through projects such as Actioning, I have explored how meaning emerges through shared experiences and sustained engagement. I see art as something that can create connections and become part of a shared cultural life.

Q. How do you think the experience of viewing art changes when a work becomes part of a home environment?

I think the experience becomes slower and more intimate. In a museum, we often encounter artworks briefly and alongside many others. At home, the relationship unfolds over time and the artwork becomes part of everyday life.

You might notice it while drinking your morning coffee, passing through a room or returning home after a difficult day. Sometimes you look closely; other times it simply exists in the background. Yet it continues to shape the atmosphere of a space.

▲ “Stillleben (Reflection on Longings and Belongings)” (2021) by Athene Galiciadis is displayed on the 2026 OLED TV S95H.

The work becomes an ongoing relationship. Meanings can shift over time and details that initially went unnoticed may suddenly become important. As the viewer changes, the work changes too. This reflects how I understand art: not as a fixed message, but as something open that continues to generate new associations.

“Some of the most meaningful encounters with artworks happen not in museums, but in the spaces where we live and spend our time.”

Q. For viewers who may discover your work for the first time through Samsung Art Store, what would you hope they take time to notice?

I would invite them to spend a little time with the work and allow their eyes to wander. At first glance, my paintings may appear structured, repetitive or geometric. But if you stay with them for a while, small shifts, irregularities and transformations begin to emerge.

I hope viewers notice that nothing is ever entirely fixed. Forms repeat, but they also change. Colors overlap, reveal and conceal one another. What may initially seem stable gradually becomes more fluid and complex.

Perhaps most of all, I hope people allow themselves to experience the work without feeling the need to immediately understand or interpret it. Much of my practice is concerned with things that exist between categories: between belonging and displacement, order and unpredictability, memory and imagination. These are experiences that cannot always be translated into words.

If viewers take the time to notice the rhythms, layers and subtle variations within the work, they may discover that the painting is less about providing answers than about creating space for reflection, curiosity and personal associations. I hope everyone can find their own point of entry and build their own relationship with the work over time.

▲ Samsung’s 2026 Art TV lineup offers digital collections of curated artworks through Samsung Art Store. (From left) 2026 OLED S95H, The Frame Pro and Micro RGB.

Samsung Art Store is an art subscription service available on Samsung Art TVs. The service offers more than 5,000 artworks in 4K quality from over 800 artists through more than 80 partners. Available across Samsung’s expanded 2026 Art TV lineup, Samsung Art Store brings curated artwork into everyday spaces through Samsung’s display technology and design.

Samsung Electronics Co., Ltd. today announced a global partnership with Warner Bros. Pictures and DC Studios to mark the theatrical release of this summer’s epic new superhero adventure “Supergirl” on June 24. Through the partnership, Samsung is bringing fans closer to the film through Samsung Art Store, a Samsung Micro RGB TV sweepstakes in collaboration with electronics retailer Best Buy and select U.S. and U.K. experiences in support of its global release.

“Samsung’s display business has long been shaped by the way people engage with film, sports, games and art,” said Hun Lee, Executive Vice President of Visual Display (VD) Business at Samsung Electronics. “Through this partnership with Warner Bros. Pictures and DC Studios, we are bringing together the exciting, intergalactic visual world of ‘Supergirl’ with Samsung’s bold display experiences at home.”

Samsung Art Store, the leading digital art platform on Samsung Art TVs, is giving users a new way to experience DC-inspired art at home with a limited-time “Supergirl” collection, available now through March 8, 2027. Featuring 15 digital artworks from DC Comics, the collection brings the character’s comic legacy to life across Samsung’s expanded 2026 Art TV lineup.[1]

In the U.S., Samsung and Best Buy are launching “Supergirl” sweepstakes at more than 600 participating Best Buy stores nationwide from June 22 through July 19. Special “Supergirl” content will play on Samsung Micro RGB TV displays in each store, where the display’s precise color expression will reveal a hidden riddle. The answer to this riddle will unlock additional entries to the sweepstakes.

As part of the film’s global press tour, the Supergirl Rest Stop pop-up at Phonica Records in London on June 20 featured Samsung 2026 TV and home audio lineups throughout film-inspired spaces, including Supergirl’s bedroom, Kara’s Ship, the Intergalactic Bus Stop and Space Bar.

“The compelling visual world that Craig Gillespie and his teams bring to life in ‘Supergirl’ is unlike anything we’ve seen in the DC Universe, and Samsung, through their innovative Art Store, brings consumers together with their singular technology to deliver that experience on their screens,” said Julie Moore, Head of Global Brand Partnerships at Warner Bros. Pictures. “Having partnered with them on ‘Superman,’ we were eager to work with them again to see how brilliant their ‘Supergirl’ experience would be, and they delivered.”

As the global TV market leader for 20 consecutive years,[2] Samsung continues to work across film, retail and home entertainment to connect audiences with the stories they follow on screen.

For more information, visit www.samsung.com.

About DC Studios
DC Studios, a newly formed division of Warner Bros. Discovery, is committed to building a long-term creative architecture to realize the power and wonder of the DC Universe across film, TV, animation and gaming under a single banner. Fueled by eight trailblazing decades of DC Comics, the Company is collaborating with key divisions throughout the WBD family – and innovative artists and storytellers from around the world – to bring DC’s rich trove of powerful stories and globally beloved characters to life within a single unified DCU that spans every platform and medium worldwide. Kicked off last summer with James Gunn’s acclaimed blockbuster Superman, the next chapter of this dynamic, all-new DCU will bring a range of stunning new characters and worlds to screens across the globe – from the intergalactic cops of Lanterns, to the chilling Gotham anti-hero of Clayface, to the compelling young hero at the heart of this summer’s hugely anticipated big-screen epic Supergirl – inviting fans and newcomers alike to experience a bold new vision of one of the biggest, most enduring and grandest stories ever told.

[1] Samsung Art TVs include all 2026 models with Samsung Art Store above the M80H, except S90H and S85H.

[2] Source: Omdia, Feb. 2026. Results are not an endorsement of Samsung.

▲ Visitors explore the Samsung Lounge at Art Basel in Basel 2026, where Samsung Art Store was presented as a physical exhibition.

Each June, Basel, Switzerland becomes a meeting point for the global art world, with Art Basel’s flagship fair drawing leading galleries, artists, collectors and institutions to Messe Basel and cultural sites across the city.

From June 18 to 21, this year’s fair brought together 290 galleries from 43 countries and territories presenting works ranging from historical foundations to the most progressive contemporary and digital practices, reaffirming its place at the center of the international art calendar. As the Official Art TV provider of Art Basel, Samsung Electronics presented an experience that connected personal taste with digital curation, showing how Samsung Art Store can bring art discovered at the fair into everyday spaces through screens designed for the home.

A Living Gallery of Personal Aesthetic

Samsung Art Store is a digital art platform on Samsung Art TVs, where users can explore curated works from leading museums, galleries and artists. At Art Basel in Basel (ABB), the Samsung Art Store Lounge translated that experience into a physical exhibition, showing how digital curation can make art discovery more personal.

▲ Through a survey order form, artworks are matched to each visitor’s personal art preferences.

The experience began with a short order form. Visitors answered survey questions about what first drew their eye, what they looked for in art, and what kind of piece would add meaning in their home. Their responses were scanned through a tablet, then matched to one of four curated themes: Geometric, Surreal, Vibrant or Painterly.

▲ (From left) Custom badges showed each visitor’s art theme, turning their results into a keepsake from the experience.

At the center of the lounge was the Art Wall, a gallery-style installation composed of Micro RGB, OLED[1], The Frame Pro and The Frame displays from Samsung’s 2026 Art TV lineup. Once each order form was scanned, the Art Wall displayed artworks from the theme matched to the participant’s results.

“The Frame is so stylish, and I loved how clearly you could see the artwork from every angle,” said an attendee.

The experience continued into the Giveaway Zone, where visitors received a custom warranty card and badge tied to their theme. The card playfully certified their art style, while the badge carried the result beyond the Art Wall, sparking conversations around shared tastes, contrasting preferences and the kinds of art guests imagined living with at home.

▲ (From left) Visitors see their personalized art theme appear on Samsung Art TVs inside the lounge.

One attendee said, “I was surprised by how well the Vibrant theme matched my taste. The colors looked so rich on the Samsung Art TVs. I could picture one of those pieces bringing so much energy into my home.”

Between visitor sessions, the Art Wall shifted to highlight the city’s artistic identity, previewing Samsung’s new ABB 2026 Collection, curated exclusively for Samsung Art Store. Featuring 24 works by Swiss and Swiss-based artists from eight galleries exhibiting at this year’s fair, the collection offered a regional view of Basel through different generations, styles and ways of seeing.

An Artifact of Time, Framed by Daniel Arsham

As Samsung’s 2026 Art TV Ambassador, visual artist Daniel Arsham brought one of contemporary art’s most recognizable visual languages to The Frame Pro. Based in New York, Arsham is known for his concept of “fictional archaeology,” creating sculptures, drawings, films and architectural works that imagine present-day objects as relics from the future.

▲ Artist Daniel Arsham, Samsung’s 2026 Art TV Ambassador, stands with The Frame Pro featuring his custom bezel.

In collaboration with Samsung, Arsham created a custom bezel for The Frame Pro that brings his sculptural language to the television frame. Made with stone-like material, the bezel features a raised texture that recalls topographical maps and the erosion patterns seen throughout his work. The surrounding wallpaper was developed from ultra-high-resolution 3D scans of sculptures from Arsham’s studio, enlarging their crystalline and weathered surfaces into an immersive installation around the screen.

▲ Arsham’s custom bezel for The Frame Pro features a raised texture inspired by topographical maps and erosion patterns.

Together, the bezel and wallpaper gave The Frame Pro the feeling of an object already marked by time.

To mark his role as Samsung’s 2026 Art TV Ambassador, Arsham joined visitors at the Samsung Art Store Lounge for a June 17 book signing, giving guests a closer look at his practice and his collaboration with Samsung Art TV.

▲ Arsham meets visitors during a book signing at the Samsung Art Store Lounge on June 17.

“An artist’s job is to interpret everyday life through their own lens. When viewers see that perspective, it creates a shared experience and a deeper connection,” said Arsham.

A Conversation on Discovering Your Artistic Sensibility

Samsung’s Basel story continued, moving from the fair floor to Gare du Nord for a special event, “Art Night with Samsung Art TV.” During the event, invited guests gathered for a conversation about finding art in everyday spaces and how Samsung Art TV brings curatorial instinct into the home.

▲ Daniel Arsham, Karim Crippa and Daria Greene discuss individual preference, art and Samsung Art TV during Art Night with Samsung Art TV.

The evening’s talk brought together voices from across art, curation and digital display. Moderated by content creator Daniel Fanslau, Arsham spoke alongside Karim Crippa, Director of Art Basel Paris, and Daria Greene, Head of Content and Curation for Samsung Art Store, how artistic sensibility is shaped by everyday experiences, and how art can be curated, discovered and lived with.

▲ Guests exchange thoughts on personal taste and the artworks they would choose for their own spaces.

The conversation returned to a simple idea: art can have a place in the home without losing its presence. Through Samsung Art TV and Samsung Art Store, artistic sensibility becomes something people can choose, display and return to every day.

▲ A guest poses in front of Micro RGB as it displays artwork by Athene Galiciadis from the Art Basel in Basel 2026 Collection.

Where Art Becomes Part of Home

Samsung Art Store brings more than 5,000 4K artworks from 800+ artists and 80+ partners into a single subscription service. Available across Samsung’s expanded 2026 Art TV lineup, the platform gives users access to museum and gallery works on screens designed for the home. The Art Basel in Basel 2026 Collection is available for Samsung Art TV users through Samsung Art Store.

▲ A visitor takes in the vibrant work of Raphael Hefti on display.

▲ Samsung’s Art TV lineup brought together art lovers, creators and collectors around a shared appreciation for art at home.

In Basel, where the art world gathers around what comes next, Samsung Art TV offered a firsthand look at the future of art at home. On screen, a collection can grow with personal curation, new discoveries and the rhythms of daily life.

[1] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.

In 2017, The Frame combined Samsung Electronics’ advanced display technology with an elegant design to fit seamlessly into living space. Resembling a picture frame, The Frame featured customizable bezels[1], the Invisible Connection, and the One Connect Box which neatly organizes all cables, giving the living room a clean, clutter-free look.

Moreover, Samsung Art Store, the art subscription service for Samsung Art TVs, brought renowned and captivating artworks into homes worldwide, continuously expanding its collection to over 5,000 pieces.

Last year, Samsung introduced The Frame Pro, featuring Wireless One Connect and a Neo QLED 4K display. This year, the premium art experience has been further elevated with the introduction of the Vision AI Companion, which offers a more personalized experience, along with various setup options. Check out the infographic below to explore The Frame’s innovative journey in bringing art into everyday life.

[1] Customizable bezels sold separately and options may vary by market.

To meet these changing expectations, Samsung Electronics introduced Vision AI Companion (VAC), an integrated AI platform designed for TVs. Exclusive to Samsung TVs, VAC delivers AI-powered services that present relevant information without disrupting viewing and seamlessly connect users to related content.

In May, Samsung updated the VAC user interface and accelerated the service’s global rollout. Previously available in 38 countries including Korea, VAC has since expanded worldwide,[1] with support extended to more TV models. The company plans to bring the service to additional products and markets, giving more users access to AI-enhanced screen experiences.

Samsung Newsroom spoke with Donghee Han of the Experience Planning Group, Visual Display (VD) Business to learn more about how VAC is shaping the future of TV viewing.

▲ Powered by Samsung’s advanced AI technology, VAC optimizes content experiences for TV viewing.

AI Designed for the TV Screen

As AI becomes increasingly integrated into everyday life, consumers have naturally come to expect new AI-powered capabilities from their TVs. Yet questions remain about what role AI should play on TVs and which functions provide meaningful value.

“Building on Samsung TV’s longstanding technology leadership, we focused on making a wide range of AI features, content and apps easy to access, so users can enjoy them without navigating complex menus,” said Han. “Rather than simply showcasing technology, the goal was to bring together genuinely useful features that offer practical support while watching TV and make them available in one place.”

The starting point for VAC was the unique nature of TV as a device — one that differs from smartphones or PCs. “Because TV is designed primarily for viewing content on a large screen, AI interactions must be seamlessly connected to what is on screen without disrupting that experience,” he added.

▲ VAC helps users find answers in real time without leaving the content they are watching or turning to another device.

When watching a movie, viewers may wonder, “Where was this film shot?” or “Who directed this?” Instead of reaching for a smartphone, they can simply ask questions about what they are watching and get answers instantly. “Conversational search allows users to resolve questions in the moment and continue exploring related content,” said Han. “It’s a fast, intuitive capability that only Samsung TVs can offer and a key differentiator.”

Natural Conversations, Smarter Discovery

VAC’s greatest strength is its natural language capabilities, allowing users to find content through conversations that feel as intuitive as speaking with another person. While traditional TV voice search typically requires an exact title or predefined genre, VAC interprets both the context and intent behind a viewer’s request.

“Even without knowing the exact title, users can describe a mood, actor or plot point that comes to mind — such as ‘Find me a movie where justice is served in a satisfying way’ or ‘Find me an animated movie about K-pop stars’ — and the AI understands the context to surface the most relevant results,” Han explained. “Because entering search terms with a TV remote can be cumbersome, the ability to find something by saying what comes to mind is an innovative leap in the viewing experience.”

▲ VAC recognizes user intent through natural-language conversations and helps users discover relevant content without manually searching with a TV remote.

VAC goes beyond providing information. “Since video is at the heart of the TV experience, we designed the service so conversations don’t end with a single answer,” he said. “By presenting related videos that users can watch immediately, VAC creates a direct connection between discovery and viewing.”

Han also explained the rationale behind developing an integrated platform tailored for TV. “We believed that simply bringing existing global AI services to TV would not be enough to create a truly optimized viewing experience,” he said. “Drawing on Samsung’s extensive expertise in smart TV platforms, we built a dedicated environment where viewing, conversation, information discovery and AI-generated content come together.”

AI-Curated Updates and Content

With the latest update, VAC introduces enhanced lifestyle features. Today’s Topic, for example, uses AI to summarize top news, lifestyle updates and sports highlights — eliminating the need to search for them manually.

“Today’s Topic was inspired by a simple question — what if AI could proactively find and summarize information users might be interested in?” Han said. “Beyond providing text-based information, the feature also recommends related videos worth watching.” As a result, viewers can quickly catch up on key developments and dive deeper into subjects of interest through related content.

▲ The updated Today’s Topic feature uses AI to summarize key news, lifestyle and sports updates on screen while recommending related videos.

Samsung also introduced the zero-depth user interface, designed to minimize unnecessary navigation. By displaying topic-based conversations directly on the home screen, users can explore AI features without moving between multiple screens.

“We focused on making AI features easier to access while preserving the natural flow of TV viewing,” he added.

Responsible AI for the TV Screen

Bringing AI services to a screen as familiar and ubiquitous as the TV presented challenges beyond the technology itself. Establishing strong policies and safeguards — particularly around copyright, privacy and data use — was a top priority.

“There was no clear roadmap for applying rapidly evolving AI technologies to the TV screen,” Han recalled. “Throughout the planning and development process, we had to make decisions and define principles ourselves.”

▲ Prioritizing safety, privacy and responsible AI use was essential to ensuring that Samsung TVs could be used with confidence by millions of people worldwide.

“There was certainly pressure to introduce new features quickly in a global AI landscape where new services emerge almost daily,” he continued. “But as a platform offered to households around the world under the Samsung name, building user trust mattered more than the speed of implementation.”

To support that goal, the team worked closely with Samsung’s legal department from the earliest stages of development, conducting a thorough review to ensure that every feature met company standards and was introduced responsibly. The result reflects not only technical innovation but also a commitment to earning user trust through robust policies and protections.

The Future of TV, Powered by AI

VAC focuses not only on implementing AI technology but also on integrating it naturally into the TV experience. This philosophy underpins Samsung’s vision for the future of screens. Unlike traditional smart TV services limited to predefined features and fixed interfaces, VAC is designed to adapt alongside changing user needs and market trends.

“Samsung TVs will move beyond menu-based navigation to become platforms that understand user intent and proactively connect users to relevant content,” Han explained. “By combining AI-powered conversations with the immersive experience of a large screen, everything from information discovery to content viewing can become part of a single journey.”

▲ VAC is expanding the possibilities of TV viewing by enabling screens to converse, understand and connect users with content.

“TVs will continue to evolve toward a future where they better understand user intent and significantly broaden the viewing experience,” he continued. “Through VAC, we will keep enhancing both features and usability so more users can enjoy intuitive AI experiences on TV.”

Moving beyond screens that simply display content, Samsung TVs are becoming more intuitive companions. With VAC, Samsung is expanding the possibilities of smarter screen experiences by helping users discover information and content more naturally.

[1] Excluding Belarus, China, Cuba, Iran, Russia and Syria

S95H, the latest flagship OLED TV, recently earned Pantone Validated ArtfulColor certification, a designation awarded to TVs, displays, cameras and printers that reproduce color with a high degree of fidelity under controlled lighting conditions. That means stunningly precise colors when watching content and a realistic, museum-like experience when displaying art.

2026 OLED TV S95H has earned Pantone Validated ArtfulColor certification for faithful color reproduction. S95H displays The Pink Cloud by Henri Edmond Cross.

The certification is a particularly significant milestone for Samsung OLED, as S95H is engineered to deliver deep contrast, precise color expression, and an unparalleled, distraction-free viewing experience. The TV’s deeper blacks and Glare Free technology help preserve textures and tonal variation, making art feel more immersive on screen.

To learn more about what this means for the art-viewing experience, Samsung Newsroom spoke with Ed Hattenberger, OEM Senior Color Scientist, and Matt Knoll, OEM Technical Director, at X-Rite Pantone. They share how Pantone Validated ArtfulColor is evaluated, why color fidelity matters for viewing art, and how display performance can shape the way artwork is experienced at home.

Q. Could you tell us a bit about your role at Pantone and the work you do?

Hattenberger: As an OEM Senior Color Scientist at X-Rite Pantone, I’ve spent more than 15 years specializing in Pantone color development standards and in bringing real-world colors into the digital realm. I also led the innovation of various digital color products at Pantone, including the Pantone Validated program.

Knoll: I’m an OEM Technical Director for X-Rite Pantone. I have more than 20 years of experience in hardware and firmware development at X-Rite, with much of my work focused on reflective color measurement and display calibration products.

Pantone evaluates display performance under controlled lighting conditions as part of the Pantone Validated ArtfulColor process.

What Art Can Reveal About a Display

Q. What does Pantone Validated ArtfulColor evaluate and what does the validation mean for a display?

Hattenberger: Pantone Validated ArtfulColor evaluates the ability of displays to faithfully render on-screen colors to match an extensive range of physical Pantone Colors and Skin Tones under controlled lighting conditions. For displays, Pantone Validation means that a product’s color reproduction has been measured against Pantone’s reference color data and meets defined performance thresholds for color fidelity and consistency.

Knoll: Displays that earn ArtfulColor status reproduce the test colors with a high degree of visual accuracy, resulting in a close perceptual match between the on‑screen image and the physical color sample.

Pantone ArtfulColor certification tests and confirms that the display can reliably reproduce real-world Pantone colors under controlled lighting conditions, similar to actual exhibition environments.

Q. What differences can viewers actually see when viewing a Pantone Validated ArtfulColor TV versus one that is not?

Hattenberger: A Pantone Validated ArtfulColor TV delivers more precise, trustworthy visuals, especially for artwork and photography. Viewers can expect cleaner neutrals, more lifelike skin tones and color saturation that better reflect the artist’s intent. These displays also preserve shadow detail, so every brushstroke and color appear more natural and consistent.

Q. Why does color fidelity matter more when a TV is used to display art and photography?

Knoll: In creative work, color is never incidental. Color, balance and slight variation all shape how a piece is experienced. That is why color fidelity matters so much. Even slight shifts can alter the mood, depth and overall intent of the original work.

Pantone’s validation process measures how faithfully a display reproduces color under standardized viewing conditions.

The Science Behind Color Fidelity

Q. How does the ArtfulColor validation process work from start to finish?

Hattenberger: The process evaluates a display’s ability to match Pantone Colors under controlled lighting conditions. This involves measuring a set of Pantone colors and skin tones in a light booth, then assessing how faithfully the display reproduces them on screen under those same conditions.

Q. Why does controlled lighting matter when evaluating a display for art?

Knoll: Reproducing true real-world colors on screen depends on matching the light source, color sample and rendered content for the intended observer. Displays are typically measured against D65, an industry-standard white point that approximates neutral daylight, so it gives Pantone a consistent point of reference.

It also helps reduce the influence of warmer or cooler room lighting, which can change how white, contrast and color are perceived. Using controlled lighting helps ensure the display is evaluated as accurately and consistently as possible.

By comparing digital images with physical color references, Pantone helps verify faithful color reproduction across a range of hues.

Q. How does Pantone make sure the results apply to real artwork and photography, not just lab test patterns?

Hattenberger: Pantone goes beyond digital test patterns by using physical color samples that behave more like real artistic media. That helps verify whether a display can accurately reproduce gradients, subtle tonal transitions, textures and near-neutral tones across artwork and other visually complex content.

At the same time, the home viewing environment can influence how color is perceived compared with a controlled test setting. Ambient light, reflections, viewing angle and even wall colors can all affect perception, so while validation confirms the display’s underlying performance, the room still plays an important role in what people see.

How Samsung OLED S95H Helps Art Look Its Best at Home

Q. From Pantone’s perspective, what makes Samsung OLED S95H well-suited to display art with high color fidelity?

Knoll: OLED is particularly well-suited to high-fidelity art reproduction because its pixel-level luminance control delivers true blacks and very high contrast, preserving fine detail critical to art. S95H’s wide color gamut supports accurate reproduction of saturated pigments, paints and digital art colors, while stable viewing angles help color and luminance remain consistent across the screen.

S95H displays Apples and Cloth by Paul Cézanne.

Q. Samsung OLED S95H features award-winning Glare Free technology that eliminates distracting reflections. How do glare and reflections affect the way art is seen on screen?

Hattenberger: Glare and reflections can interfere with the way art is seen on screen. They lift black levels and soften contrast, which can reduce depth and color fidelity, especially in darker parts of an image. They can also introduce color casts from the surrounding environment, affecting neutrals and shifting hues.

When people view art, they expect a clear, unobstructed image. Reducing reflections helps preserve tonal accuracy and the integrity of the work.

Q. How has Pantone’s validation approach evolved alongside newer display technologies like OLED, HDR, and wide color gamut?

Knoll: Pantone’s evaluation approach has evolved with display technology itself. With OLED, that includes evaluating pixel-level luminance control, deeper contrast, wider color reproduction and consistency from bright highlights to near-black areas.

Q. When viewers see the Pantone Validated ArtfulColor mark on a Samsung TV, what does it say about the viewing experience?

Hattenberger: The ArtfulColor mark signifies that S95H has been carefully evaluated to confirm a high level of color fidelity, including consistent hue rendering, stable grayscale performance, and repeatable color behavior under controlled lighting conditions.

Ultimately, it gives viewers greater confidence that the art they see on screen is being presented faithfully to the original work.

S95H newly joins The Frame Pro and The Frame in receiving the certification, as Samsung remains the only TV brand to offer Pantone Validation ArtfulColor and continues to expand Samsung Art Store[1] across more screens. S95H features the new FloatLayer Design, with a slim metal bezel that mounts flush to the wall for a floating effect. This gallery-inspired look makes the display a striking centerpiece, particularly when displaying art. For the first time on a Samsung OLED TV[2], Samsung Art Store subscribers can access over 5,000 works by more than 800 artists, including exclusive collections from MoMA, Musée d’Orsay, Art Basel, and others.

[1] Samsung Art Store is available only on select OLED models: S95H globally and S99H in Europe.

[2] S95H and S99H only.

Samsung India is driving awareness and action around responsible e-waste disposal through employee engagement, consumer outreach and sustainability partnerships.

As electronic devices have become an integral part of everyday life, much of this electronic waste remains stored in homes or is disposed of improperly, making it an often-overlooked environmental concern.

This World Environment Day, Samsung India is encouraging consumers and employees to take action through a nationwide awareness campaign focused on responsible e-waste disposal and recycling.

As part of the initiative, Samsung has partnered with authorized recyclers to organize e-waste collection drives across its head office and branch offices in eight major cities. Employees and consumers are being encouraged to responsibly dispose of unused electronic items and contribute to a more sustainable future. Participants will also receive a plant sapling as a symbol of environmental stewardship.

What is e-waste?

E-waste, or electronic waste, refers to discarded electrical and electronic devices such as mobile phones, laptops, televisions, refrigerators, washing machines, chargers, batteries, cables, and other electronic accessories that are no longer in use, broken, or have reached the end of their life.

Awareness Campaign

To further build awareness, Samsung is organizing drawing and quiz contests for employees around the theme of environmental sustainability and responsible recycling.

Samsung is also reaching consumers through a digital awareness campaign that highlights the importance of proper e-waste disposal. The campaign showcases Samsung’s Care for Clean India initiative, which offers free doorstep pickup of bulky end-of-life appliances, making responsible recycling easier and more convenient.

In addition, Samsung has partnered with sustainability advocates and digital creators to amplify awareness around e-waste management and encourage environmentally responsible practices.

This World Environment Day, Samsung India invites everyone to make the invisible visible by responsibly recycling old electronics and helping build a cleaner, greener future.

What happens to my personal data if I hand over my device?

Before handing over your device for e-waste recycling, we recommend backing up and deleting all personal data. Samsung does not access, store, or recover personal data from devices collected for recycling. Users are responsible for ensuring that all personal information is removed from their devices before disposal.