Maike Cruse, recently appointed as the Director of Art Basel, Basel, brings a unique blend of artistic passion and strategic insight to the table. She has extensive art fair experience, having previously led the Gallery Weekend Berlin, Art Berlin (2016-2019) and Art Berlin Contemporary (2012-2016). Having worked as Communications Manager for Art Basel from 2008 to 2011, Cruse is well acquainted with the fair and the city of Basel’s cultural landscape.

In her new role, Cruse oversees the fair’s operations and cultivates a vibrant network of relationships with the world’s leading galleries, collectors and artists, ensuring Basel remains a critical hub for the global art scene. Samsung Newsroom spoke with Cruse about the history of Art Basel and its ambitious future ahead of The Frame’s debut at the fair.

▲ Maike Cruse, Director of Art Basel, Basel

Leadership and Vision at Art Basel

Q: What are your key responsibilities at Art Basel and what motivated you to take on the role of director in Basel?

As Director of Art Basel in Basel, I am leading our flagship fair, overseeing the Basel-based team and working closely with the fair’s network of galleries, collectors and artists as well as nurturing strong relationships with the city’s leading museums, institutions and cultural partners. I’m also collaborating closely together with the Directors of our other three fairs in Paris, Hong Kong and Miami Beach.

When I rejoined as Director of Art Basel in Basel last July, I was thrilled by the opportunity to work with an exceptional, international team. Over the nearly past 20 years, I attended every Art Basel show and maintained an ongoing dialogue with the fair in my previous position as Director of Gallery Weekend Berlin. I am honored to lead this premier event in the vibrant art and culture hub of Basel and look forward to guiding its next chapter.

Q: Could you share how you appreciate art in your daily life, both through your job and outside work?

One great advantage of my job is that I am constantly surrounded by art – something I truly appreciate. Art continually inspires me, and I’m always seeking to discover new artists and projects. I am especially looking forward to all the discoveries I will make at this year’s fair in Basel, where over 250 galleries from 40 countries will once again showcase works of the highest quality.

Q: Art Basel is such a pivotal event for artists and enthusiasts. Can you tell us a bit about the show and its significance? 

Art Basel, established in 1970 by gallerists from Basel, has evolved into the pinnacle of Modern and contemporary art exhibitions worldwide. Our engagement has expanded beyond art fairs through new digital platforms and initiatives like The Art Basel and UBS Global Art Market Report, reflecting our commitment to innovation and the global art community.

 “I would advise our visitors to explore The Frame in Art Mode and observe the distinctions among various techniques and textures displayed on the screen.”

Art Basel X The Frame: Offering New Ways of Accessing Artworks

Q: How do you feel about The Frame becoming the first official visual display for Art Basel in Basel? 

In my view, the digital domain has the potential to enrich the tangible experience of art within our fairs. As fair organizers, our aim is to deliver the best possible fair experience for our international community of galleries, partners, visitors and collectors. This not only entails a rigorous selection process to ensure that the artworks meet our quality standards but also our commitment to integrating new technologies and services into our show.

I am thrilled about this partnership and look forward to the first edition of Art Basel in Basel with The Frame as the official visual display. In addition to its ability to serve as a digital canvas, showcasing artworks from renowned artists and museum collections, The Frame accurately displays vivid color. The Frame’s minimal light reflection is a big bonus as well, ensuring a realistic and immersive presentation of art’s beauty.

I am confident that our partnership with Samsung The Frame will elevate the show experience for our diverse audiences. The technology is remarkable, offering different perspectives on artworks and introducing new methods of displaying information, thereby improving wayfinding and minimizing paper consumption.

▲ Samsung The Frame became the first official visual display for Art Basel in Basel 2024.

Q: Can you tell us about the The Frame Lounge? What can visitors expect from visiting the lounge?

I am excited to see the lounge setup myself. It will feature The Frame in action amidst our bustling show floor. Especially the ‘Find The Frame’ section will be interesting – I’m curious to see how visitors react to this concept¹ where original pieces of art and The Frame will be installed together. The Samsung lounge presenting the frame is to create an open space for exchange, experience and enjoyment, bringing new perspectives to today’s technological innovations.

I would advise our visitors to explore The Frame in Art Mode and observe the distinctions among various techniques and textures displayed on the screen. The thematic selections on display in The Frame Lounge will enable visitors to dive into different scenarios of displaying art with Samsung The Frame. Of course, it is a great opportunity to experience classic Masterworks, but what is interesting to me too is that you can discover so many talented upcoming artists.

“The growing intersection of technology and art is an interesting topic that is also widely discussed in the artworld now.”

Expanding Creative Boundaries in the Digital World

Q: How do you perceive technology’s impact on art, and what future trends do you foresee in this evolving field?

Technology already has a profound impact on art and the art world. For example, technology has made art more accessible to a wider audience through various channels, such as the Samsung Art Store. Viewers can experience art in immersive ways, allowing them to interact and engage with it.

Technology will continue to shape the ways the art world sees, presents and engages with art. Digital innovations have changed the way artists create art, as they increasingly use technology as a medium for their practice, incorporating software or even artificial intelligence. That’s what I love about art – it constantly evolves, with artists experimenting, tapping into new industries and pushing boundaries.

The growing intersection of technology and art is an interesting topic that is also widely discussed in the art world now. As part of this year’s Art Basel in Basel Conversations program, we will host a panel between Ben Davis, National Art Critic Artnet News, New York and artist Cécile B. Evans to discuss the matter, taking place on Wednesday, June 12, at the Auditorium in Hall 1.0 with free admission to the public.

Q: Looking ahead, what do you expect from The Frame and Samsung Art Store?

I believe that technological initiatives have the potential to foster cultural exchange and inspire art enthusiasts worldwide. Through The Frame, Samsung has already established partnerships with renowned museums and cultural institutions, but also artists, thereby building bridges between various forms of artistic practices and mediums. I think collaboration with a diverse range of artists and art professionals is key to further establishing technological initiatives in the art industry.

Unique Features and Programs at Art Basel in Basel

Q: What are the distinctive features of Art Basel in Switzerland compared to Hong Kong, Paris and Miami Beach?

Each of our shows is closely tied to its host city and region, creating distinct, localized experiences. Art Basel in Basel is our largest fair, featuring 285 galleries and an extensive public program. Paris has a strong French influence, Hong Kong showcases 50% Asian galleries and Miami Beach has a significant portion of the galleries coming from North and South America. These fairs complement each other, expanding our international network.

▲ A street view of Basel, Switzerland during Art Basel in Basel 2023

▲ Visitors take in the world’s latest and greatest works at Art Basel in Basel 2023.

Q: What unique aspects set Art Basel in Basel apart from other art fairs?

Our fair in Basel is our flagship fair, the mothership – it is where galleries showcase their finest works, thanks to the very precise selection process of the selection committee. Basel remains a beloved and important city for arts and culture. It offers first-class exhibitions and unique museums and institutions, which leads to an intense and concentrated art experience. It has one of the oldest art museums in the world, the Kunstmuseum, as well as leading private foundations, notably the Fondation Beyeler and the pathbreaking Schaulager. The city’s intimate setting also allows for a close and immersive experience of the fair and all the cultural programming surrounding it.

Q: Do you have any specific programs or content you would recommend for visitors?

Our aim is to address a diverse audience, which is why we offer a generous public program besides our main fair. Our Parcours sector and the Merian are free to the public and very close to the fairground. Curated for the first time by Stefanie Hessler, Director of Swiss Institute (SI) in New York, Parcours will unfold along Clarastrasse up to the Middle Bridge, connecting the Messeplatz with the Rhine. Hessler’s concept for Parcours is a curated exhibition that meanders through empty stores and operational shops, a hotel, a restaurant, a brewery and other quotidian spaces on Basel’s Clarastrasse. Our Conversations program is celebrating its 20-year anniversary this year and will again bring together thought leaders across the art world to discuss the current issues of our time.

Besides our show program, the local institutions host exhibitions that cannot be missed, such as the Summer Show at the Fondation Beyeler or the special exhibition of 100 years of Pan-African art in the Kunstmuseum. This is one of the unique features of Basel – you find first-class exhibitions and cultural events across the city within walking distance or at most a tram ride away.

This year, Art Basel in Basel will run from June 13 to 16 at Messe Basel. Visitors are invited to explore the latest masterpieces from around the world, as well as remarkable works of Modern and contemporary art at Samsung The Frame Lounge, as industry tastemakers share their ideas.

¹ Visitors can experience the challenge of distinguishing between original art pieces and The Frame. Thanks to The Frame’s Matte Display and artful color expressions, visitors can appreciate the details of the artwork. While artworks in the real frame stay still, the artworks on The Frame changes, and visitors will be able to notice it’s a TV.

– Erin Hanson, painter

Erin Hanson’s artistic journey is as vivid as the landscapes she paints. Drawing from the dramatic hues of Red Rock Canyon in Nevada and the Pacific coast, Hanson uses bold colors and textured brushstrokes in her signature style of “Open Impressionism.”

Through Samsung’s long-standing partnership with Saatchi Art, customers can access her unique works and access her colorful world on Samsung Art Store. Samsung Newsroom sat down with Hanson to discuss the scenery that inspires her and hear how technology is blurring boundaries in the art world by merging the physical with the digital.

▲ Erin Hanson

Letting Creativity Bloom

Q: Tell us a bit about your artistic journey. When did you begin painting?

For as long as I can remember, I’ve always wanted to be an artist. I started with oil paintings when I was 8 years old and explored other mediums — but I was always drawn back to oils since that’s what the masters painted in. When I hold a brush full of buttery paint and breathe in the smell of oils, I feel directly connected to the great painters of the past.

Q: Please tell us more about Open Impressionism.

People kept telling me that my paintings were distinctive and instantly recognizable, so I formed the term Open Impressionism after I had crafted about 400 paintings in this unique style. My focus is on color, light and the feeling of being surrounded by beauty in the outdoors. I call my style “open” because my inspiration comes from open-air landscapes. I use the impasto technique and keep my impressionistic paintings highly textured without smearing or blending colors. Through decisive brushstrokes, I let the underpainting peek out to give my works the appearance of stained glass or a mosaic.

▲ Dawning Saguaro (2021)

Q: Your paintings often feature stunning natural landscapes. What are your favorite locations? How have they influenced your creative process?

My first muses were the rocky landscapes of Nevada and southern Utah — the saturated colors of the scenic desert gave me endless subject matter whenever I went rock climbing at Red Rock Canyon. I’ve now explored many national parks and monuments including Zion, Bryce Canyon, Arches, Monument Valley, the Grand Canyon and Canyon de Chelly.

When I moved back to California, I started exploring Carmel and Mendocino on the Pacific coast. I fell in love with painting the vineyards, oak trees and rolling hills of California’s wine country. Yosemite and Lake Tahoe always draw me in with their dramatic colors and seasons.

“When I hold a brush full of buttery paint and breathe in the smell of oils, I feel directly connected to the great painters of the past.”

Framing Nature’s Beauty

Q: Your painting “Coastal Poppies II” is a favorite among users of The Frame. How did you translate this captivating piece for a digital platform?

“Coastal Poppies II” is inspired by one of my favorite coastal views in California, near Heart Castle and Big Sur. The painting brings me back to a time when the poppies were in full bloom, and I was standing alongside Highway 1 on the edge of the Pacific Coast — looking down into the rich aquamarine water with the salty ocean air blowing into my face. The contrast in colors and textures was so breathtaking that I completed four paintings in this series. The most recent was “Coastal Poppies IV” in 2022.

▲ Coastal Poppies II (2020)

“I formed the term Open Impressionism after I had crafted about 400 paintings in this unique style. My focus is on color, light and the feeling of being surrounded by beauty in the outdoors. I’ve [now] painted more than 3,000 oil pieces in [this] style”

Q: Can you share how you feel about your work being displayed on The Frame?

I like The Frame because the art is displayed on a wall, right where a real painting would hang. My fans and collectors can experience the brushstrokes and rhythms of texture within the painting which can be difficult to see on smaller displays.

I am also amazed at how well the Frame recreates the vibrant colors of my artwork. My impressionist paintings are all about color, and I love how the Frame captures the colors so accurately!

*Editor’s note: In 2024, The Frame became the first in the industry to earn the Pantone® Validated ArtfulColor certification. The Matte Display also minimizes light reflection to help viewers admire art under overhead room lights or even daylight.

Q: Out of all your pieces that users can display on The Frame, which are your top three picks?

My favorites are “Coastal Poppies II,” “Apple Blossoms” and “Cherry Blossoms.”

▲ Apple Blossoms (2023)

“Apple Blossoms” was inspired by a 30-year-old apple tree on my property. Since I moved up to the Willamette Valley in the Oregon wine country, I’ve been attracted to the four seasons in the Northwest.

▲ Cherry Blossom (2023)

“Cherry Blossom” captures a grove of blooming cherry trees near my gallery in McMinnville, Oregon. With pink cherry blossoms against a perfect blue sky, the painting is truly a harbinger of spring.

Q: “Apple Blossoms” will be part of Samsung Art Store’s April curated collection, “Spring in Bloom.” What can users expect?

The “Spring in Bloom” collection will capture everything there is to love about springtime. I live in Oregon, where spring arrives after a long, cold and wet winter. It feels like that moment in “The Wizard of Oz” when the world turns to technicolor — almost like someone flipped a switch one night, and the world is suddenly full of daffodils, mustard fields and flowering plum and cherry trees. I hope users get to experience that same kind of wonder and magic when they see this collection.

“My dream is to create an immersive Erin Hanson experience where people can step right into my paintings [in a digital environment] and be surrounded by moving pictures of my artwork”

Embracing Immersive Art Through Technology

Q: Can you share more about what drew you to work with Saatchi Art, a longtime partner of the Art Store?

Beyond showing its works on The Frame, Saatchi Art is the best online hub for showcasing original artwork. The art collection is well-curated, and there is an amazing variety of styles and mediums. The fact that there is something for everyone makes it a great way for collectors to find new artwork, again and again. I have been selling my work through Saatchi Art for over a decade now. The Saatchi team is always helpful and easy to work with.

Q: Traditional art galleries allow viewers to experience paintings in person and fully appreciate the texture, brushstrokes and scale. How do you think digital formats impact the way people engage with art?

I’ve painted more than 3,000 oil pieces in my Open Impressionism style — and truthfully, I struggled to find ways to share my work with fans and collectors. Although I have several coffee table books and many paper prints, the best way to share my collections is through digital formats.

For digital formats, we typically look for compositions that work well on a long, horizontal layout. To obtain such high-resolution images of my paintings, we use a large scanner in my gallery that takes up the entire room. The scanner photographs the paintings from above using five different light angles, so we can control the amount of shadow that is visible in the final images. This variation gives the illusion of three dimensions, so you can almost reach out and feel the brushstrokes.

In addition, we map my oil paintings to produce high-resolution, three-dimensional textured prints. They’re so lifelike that most people can’t tell the difference between the replica and the original.

My dream is to create an immersive Erin Hanson experience where people can step right into my paintings and be surrounded by moving pictures of my artwork. In a digital environment like this, visitors can appreciate a larger quantity of art than the dozen or so pieces they might see hanging in a gallery or festival setting.

Q: Do you see technology playing an increasingly significant role in the art world? If so, how do you anticipate this trend to unfold in the years to come?

I am sure technical innovators will continue to find new ways to create and share artwork. For example, bigger The Frame TVs would allow art lovers to display even larger works of art on their walls. I know my pieces are influencing AI models and millions of digital paintings. While I’m not sure where this trend will lead, I do know that original art created by humans will always be the basis of any technology in the future. A computer may be able to alter and combine different paintings to create a new piece, but the original images were all created by individual artists who viewed the world in their own distinct ways.

Q: Can you tell us about any upcoming projects?

This year, I am traveling to France to follow the footsteps of the impressionists and visit all the famously painted locations in Paris, trailing the Seine to Arles and Le Havre in southern France. I will be visiting the windowsill where Van Gogh sat and painted “Starry Night” and exploring the gardens Monet so famously painted. This has been a dream of mine for several years, and it is finally coming true. Afterward, I plan to create a collection of French-inspired works in homage to the 150th anniversary of the first impressionist exhibition.

The works from this collection, “Reflections of the Seine,” will be released in September. You can read more here: erinhanson.com/Event/ReflectionsoftheSeine.

His photography, which has traversed continents and cultures, is now available for The Frame, Samsung’s lifestyle TV. Through Samsung Art Store, his visual narratives find a place in homes around the world.

Samsung Newsroom sat down with McCurry to talk about his inspiration and how technology can immortalize the stories told through his photography.

Finding Universality Through a Camera Lens

Q: Do you have any significant moments or experiences that have influenced how you approach your work as a photographer?

I have always had a desire to travel and push boundaries. After graduating from Pennsylvania State University and working at a newspaper for two years, I bought a one-way ticket to India with the money I had saved. I spent two years traveling throughout India and Nepal, photographing for a variety of magazines.

In the spring of 1979, I stayed at a small hotel in Chitral, Pakistan — where I met some Afghan refugees from Nuristan who explained that many of the villages in their area had been destroyed. I told them I was a photographer, and they insisted that I come and capture the civil war. I had never photographed an area of conflict before and wasn’t sure how to react.

After a few days, I walked with them over the mountains into Afghanistan and spent nearly three weeks photographing life there. I was astonished to see so many villages that had been virtually destroyed and abandoned. The roads were all blocked or under government control, so we had to walk everywhere. During this time, I met some people who I became close to.

I was touched by the culture and beauty of the country. It was a different way of life with no modern conveniences, and I was drawn to the simplicity of that lifestyle. Everything was reduced to the basics — and that has made me return to Afghanistan time and time again.

Q: You are well known for capturing raw emotions and intimate moments. How do you establish trust with your subjects, especially in culturally diverse settings?

In my experience, most people are approachable. I find that once you explain what you are doing and how you can bring them into your process, people will open up and let you take their pictures.

My photographs are how I observe the world and my surroundings. For me, the goal is to find some sort of universality among people across a huge variety of conditions. If I am successful, my artwork should be universally understood by anyone who has experienced the human condition, regardless of their circumstances.

Q: Among your photographs, do you have a favorite?

I took one of my favorite pictures when I was in an old part of Rajasthan, India. The whole city is painted in a wonderful blue color. I came across a corner and discovered children had left handprints on the wall during a festival. I thought, “What a great picture it would be if I could get people walking in or out of the frame.” After standing for about two hours, one little boy dashed through, and I caught him mid-stride. I was — and still am — happy with the picture.

▲ “Boy Playing,” Jodhpur, India (2007)

From Lens to Living Room

Q: How have users reacted to your work on The Frame this year?

The response has been excellent. Users are excited to have such a wide range of artwork available on The Frame to keep their home interiors fresh.

The Frame allows users to discover and appreciate new artists and artwork. It is amusing to see my work alongside classic masterpieces by Van Gogh and da Vinci, as well as many other up-and-coming artists.

Q: Does displaying your art on The Frame differ from displaying your art in museums and galleries?

The Frame allows users to transform their television into a dynamic art display. They can exhibit images in their home that they may not be able to see in person at museums. Although nothing beats seeing artwork in person, The Frame is a great way to experience art from the comfort of your own home.

Q: What pieces would you recommend users display on The Frame? Please give us a brief explanation of each.

For centuries in Tibet, prayer flags embellished with sacred writings have been hung with the belief that goodwill and compassion will be spread to all living beings as the wind passes over them.

▲ “Prayer Flags,” Tibet (2005)

I spent two weeks with flower vendors as they plied their wares along the shores of Dal Lake in Kashmir, India. The act of buying and gifting flowers is deeply embedded in the region’s traditions and integral to the aesthetic and economy. Their shikaris,¹ filled with blooms, offered a deep sense of tranquility and provided a welcome contrast to the hustle and bustle of the surrounding town.

▲ “Dal Lake,” Srinagar, Kashmir (1999)

▲ “Boat in India,” Srinagar, Kashmir (1999)

Photography in the Digital Age

Q: Could you describe if and how technology has changed how you work over the years?

I worked exclusively with film for most of my career, but I have fully embraced digital technology these days. While it hasn’t changed the way I see my work or the way I photograph, technology has undoubtedly altered the process — allowing me to work in much lower light and more complex situations than I could in the past. Nonetheless, the same truths apply to any image regardless of the technique that went into crafting it. There’s impermanence about all things and nostalgia about things in the past — but I prefer to look to the future.

Q: How does the digital format of The Frame compare to other platforms where you have shared your work, such as galleries, museums or even magazine covers?

Each medium has its advantages. Digital art is virtually permanent, and exposure to heat and light doesn’t affect color — but the medium can be a matter of personal preference. Many museums are supplementing their exhibitions with multi-media presentations, merging different formats. It will be interesting to see what the future holds since technology is evolving every day.

The Frame is a wonderful way to see pictures in a more intimate home setting. I remember getting off a plane and seeing one of my pictures on a huge screen at JFK Airport in New York. It was surreal to see my work enjoyed by thousands of people passing through the terminal. Similarly, The Frame allows people to view art more comfortably — adding a new dimension to the experience.

Q: In this digital age where most people use their phones as cameras, how do you see the role of professional photographers evolving?

The medium, platform or technology — whether it’s Instagram, digital or film — is not important. Successful photography has to be about telling stories and being creative, having your own interpretation and voice to say what is important to you and conveying those emotions through your photographs.

Q: What is next for you in the coming year?

I will soon be traveling to Antarctica and working on a new book of short stories.

Visit the Samsung Art Store in The Frame to see more of Steve McCurry’s work.

¹ (In Kashmir) A light, flat-bottomed houseboat.

Samsung Electronics, a global leader in the display industry, today announced the launch of a new collection of Keith Haring’s renowned work to Samsung Art Store,¹ starting on December 1. The collection features 12² of the legendary artist’s most notable pieces from the 20th century, introducing his indelible legacy to homes across the globe.

“We’re thrilled to bring the power and vitality of this contemporary master to the Samsung Art Store,” said Seline Sangsook Han, Executive Vice President of the Visual Display Business at Samsung Electronics. “Keith Haring created a visual language that is recognizable around the world and we’re delighted to provide these artworks on a digital platform for our global audience to enjoy at home.”

Keith Haring, one of the most renowned young artists of his time, was a quintessential representation of New York urban street culture in the 1980s. Inspired by the street art that characterized the city, Haring began exhibiting his work in galleries and museums around the world. He also participated in social awareness projects, including literacy campaigns and anti-AIDS initiatives.

Samsung Art Store users can now display works such as “Radiant Baby,” “Retrospect” and “Untitled (Dancing Dogs)” making these iconic Haring artworks more widely available to consumers worldwide. The selection is also specially curated and optimized for The Frame’s 16:9 screen ratio.

“Working with Samsung Art Store felt like a great opportunity to share Keith Haring’s iconic artwork with a global audience,” said David Stark, the Founder and President of Artestar, an international brand licensing and consulting agency representing the Keith Haring Studio. “Keith lived by the ethos of ‘art is for everybody,’ and The Frame allows his work to enter the homes of fans and newcomers alike. We hope this collection will spark interest in Haring and his legacy.”

Throughout his career, Haring produced art not just as a creative outlet, but also for the betterment of his community. He created numerous murals, sculptures and paintings to benefit hospitals, underprivileged children’s groups and various community health organizations. His foundation is committed to working with museums, galleries, publishers and art education program curators to commemorate his work. Haring has been the subject of several international retrospectives and his work is featured in major private and public collections, including the Museum of Modern Art, the Whitney Museum of American Art and much more.

Since the inception of Samsung Art Store in 2017, Samsung has partnered with notable artists, museums and art galleries to make it possible for users to view masterpieces and invaluable collections from the comfort of their own homes. Alongside this collection, Samsung Art Store houses thousands of additional digital artworks from masters — such as Gustav Klimt, Kandinsky and Van Gogh — and digital art collections from major global institutions — including Tate in London, the Prado Museum in Madrid and the Belvedere Museum in Vienna.

For more information on The Frame and Samsung Art Store, please visit samsung.com.

¹ Samsung Art Store subscription is required.
² The number of works available may vary depending on region.

The Frame goes beyond conventional TVs, providing a range of customisable bezels and a unique Matte Display that effortlessly integrates with any interior design style, enhancing the aesthetics of any space. Whether your decor is contemporary, modern, traditional, minimalist, scandinavian, bohemian, farmhouse, or eclectic, here’s how The Frame can complement it flawlessly:

1. Art Gallery at Home

Consisting of more than 2100 artworks from around the world, The Frame adds an aesthetic value to your living room. From Indian folk artists to the masterpieces from the iconic Louvre, choose art that best represents your mood and taste to showcase in your living room. You can create a personal photo album as well and reminisce sweet, old memories with your family and friends by putting it on display on the television.

2. Experience Real Art with Ani-Reflection Matte Display

The Frame is equipped with anti-reflection technology and a high-quality matte display film that provides a premium matte finish, reducing light interference on your screen by minimizing glare. This feature makes the art displayed on The Frame appear almost real.

3. Enjoy Breathtaking Picture with 100% Colour Volume

Samsung’s proprietary QLED technology allows you to enjoy a billion shades of colour in 100% volume. The Quantum Dot technology renders a mind-blowing picture clarity by converting light into a vivid colour that stays true for bold details, even as the scene brightens.

The intelligent Quantum HDR comes with a stunning spectrum that brightens whites and deepens blacks, enabling you to see every intricate detail of your favourite movies, shows or live sports at HDR level.

Watch this video to know more:

Samsung, global No.1 television brand for 17 years, has added Indian contemporary artwork to the art store of its lifestyle TV, The Frame, which is a TV when it’s on and art when it’s off.

To bring these beautiful contemporary artworks to its consumers, Samsung has collaborated with Terrain.art, a blockchain-powered online platform that aims at building a global ecosystem underlining the best art practices from South Asia.

Available on all The Frame TV models, the collection of artworks from Terrain.art has been added to the existing art store that offers more than 2100 artworks. Created by young Indian artists, these newly added artworks are a contemporary take on Indian monuments, folk art, textile traditions, diversity and more. Made with bold brush strokes, vibrant colours, and carefully drawn lines, the artworks present the themes of ecology, futurism, migration, and hope, etc. expressed in a variety of artistic languages.

Designed with customisable bezels and slim edges, The Frame TV lends a luxury aesthetic appeal to consumers’ living rooms by offering a real-life art gallery-like experience at home. Its matte display and accurate exhibition of colours allow consumers to enjoy fine detail of the art pieces with sheer precision.

“Along with the expression and medium of art, the way art is displayed has also been transforming. With The Frame TV, we have revolutionised the way art is brought alive in living spaces or art galleries through digital display.  The Frame TV allows consumers to display their favourite art, which looks incredibly real on the screen and elevates the design quotient of any space. The QLED technology that powers The Frame TV delivers brilliant picture quality for an immersive in-home entertainment experience. Our collaboration with Terrain.art is a demonstration of our vision of bringing together art lovers, and local and global artists via technology,” said Mohandeep Singh, Senior Vice President, Visual Display Business, Samsung India.

“Expression of art has evolved over the years, with today’s artists gladly embracing innovation to showcase their work. They are not daunted by the change, they are in fact thrilled because technology has made it possible and easier for artists to reach a wider audience and be a part of a larger creative community. By partnering with Samsung, a leader in the global television industry, we strive to make India’s varied art forms adorn the homes of every individual. It is a beautiful way to showcase the rich culture and heritage of our country, and an outstanding blend of art and technology,” said Aparajita Jain, Founder, Terrain.art.

About The Frame TV

Samsung’s lifestyle The Frame TV is an artistic marvel that lets consumers frame it their way by offering a range of customizable, magnetic bezels for easily choosing or even changing their favourite colour to appropriately match their interior space. Boasting remarkable picture clarity and 100% colour volume with QLED technology that enables life-like colours, augmented contrast and exemplary details, The Frame TV also features Samsung’s proprietary Quantum Dot Technology, a powerful Quantum Processor 4K, 4K AI upscaling capabilities, and Q-Symphony that allows The Frame TV to perfectly synchronize with Samsung soundbar for an elevated surround sound effect without muting the television speakers. The matte display of The Frame TV omits reflections, making the art piece appear truly lifelike.

With an art store on The Frame TV, consumers have limitless access to a collection of over 2,100 modern, classic, and contemporary artworks from renowned and emerging artists. That’s not all, consumers can also display their collection of personal photos and reminisce fond memories on The Frame TV when it’s not in use.

Key features:

Anti-Reflection Matte Display

Anti-reflection matte display of The Frame TV limit light distraction on your screen by reducing the effects of glare. This makes the difference between art displayed on the television and real art almost negligible.

Create the Right Mood with Customisable Bezels

Whatever your aesthetic, mood, or occasion, choose from the Modern or Beveled bezel in 4 varied colours. The magnetic bezel is easy to snap on, making design updates a breeze.

Life-like Picture Quality with 100% Colour Performance

The QLED technology ensures consumers are bedazzled by a billion shades of brilliant colour at 100% colour volume. Quantum Dot technology brings forth a sublime picture quality by transforming light into a vivid colour that stays true for bold detail, even as the scene brightens.

Scintillating Picture Clarity with Quantum HDR

The Frame TV renders an opportunity to enjoy an expanded range of colour and contrast with the intelligent Quantum HDR. Coming with an impressive spectrum that brightens whites and deepens blacks, consumers can see every fine detail of movies and shows with HDR.

Smart Display with Motion Sensors

When The Frame TV is off, Art Mode is activated using the built-in motion sensors that turn the television into an exhibition of art collection. These intelligent sensors allow consumers to display their personal art collection or favorite photos from the art store.

Samsung, India’s largest consumer electronics brand, announced ‘Big TV Days’ offers with wowsome deals on premium, 55-inch and above big-screen televisions such as Neo QLED 8K, Neo QLED, QLED, OLED, The Frame and Crystal 4K UHD TVs.

Between June 15 and July 25, 2023, consumers can get assured gifts such as free Galaxy S23 Ultra worth INR 124,999 (12/256GB variant), The Freestyle projector worth INR 69,990, and Soundbar worth up to INR 51,990 on purchase of select big screen televisions. These attractive deals will be available at all leading retail stores across India and on Samsung.com. Consumers can also get additional cashback of up to 20% and maximum cashback of INR 20,000 along with easy EMI schemes during the offer period.

Consumers buying the 98-inch TV to build a home cinema experience, will get the flagship Galaxy S23 Ultra worth INR 124,999 (12/256GB variant) free during the offer period.

With 85-inch and 75-inch Neo QLED 8K TVs, 77-inch OLED TV, 85-inch Neo QLED TV and a few more big screen TV models, consumers will get The Freestyle projector worth INR 69,990. The Freestyle, a must-have device for gen Z and millennials, is a portable projector.

On purchasing the 75-inch Neo QLED 8K & 4K TV, and 77-inch OLED TV, consumers will get free HW-S800B Soundbar worth INR 51,990. The S800B Soundbar is unbelievably sleek and delivers high quality audio in a super slim package.

On purchase of the 85-inch Crystal 4K UHD TV, 65-inch Neo QLED and 8K TVs, 65-inch OLED TV, and 75-inch The Frame, consumers will get free HW-Q600B Soundbar worth INR 28,990. Further, consumers buying the 55-inch Neo QLED TV and 55-inch OLED TV, will get a HW-B450 Soundbar worth INR 15,490 free.

“Indian consumers love larger-than-life and premium content viewing experience from the comfort of their homes. Be it a house party, game night, or a movie marathon, big screen televisions are at the center of entertainment in living spaces. Our premium televisions offer breathtaking picture and sound quality, stunning aesthetics, and act as a hub for seamless connected living experience while also being eco-conscious. ‘Big TV Days’ offers are meant to give our consumers an opportunity to upgrade their TVs and get great deals,” said Mohandeep Singh, Senior Vice President, Visual Display Business, Samsung India.

Neo QLED 8K and 4K TVs

The magnificent Neo QLED TV lineup is designed to be much more than a television. Besides offering a prefect viewing experience, these TVs can be your immersive gaming screen, beautiful centerpiece of your home or even a Smart Hub to control other devices in your home. The Neo QLED TVs come with Quantum Matrix Technology powered by Quantum Mini LEDs, which are 40 times smaller than regular LEDs, thus rendering immaculate picture clarity and colour volume. These TVs also support Dolby Atmos featuring Q-Symphony 3.0 and Object Tracking Sound Pro (OTS Pro) for ultimate 3D surround sound home theatre experience. The televisions come with built-in IoT hub that lets you control all your smart devices, seamlessly. With SlimFit camera, you can use your TV to make video calls.

Crystal 4K UHD TVs

Samsung’s Crystal 4K iSmart UHD TVs offer distinctive features and guarantees a premium experience. Driven by Crystal technology, the TV aims to deliver colours with unmatched sharpness and contrast levels. With a host of features such as Crystal 4K Display, Video calling, Smart IoT Hub, Adaptive Sound, Tap View, Screen Mirroring, and Lag Free Gaming, these TVs empower consumers to enjoy enhanced picture quality and superior content consumption capabilities.

Samsung QLED TVs

Samsung’s QLED TV breaks new ground for premium televisions and in-home entertainment, delivering a beautiful design supported by the most advanced picture clarity. Powered by Quantum Dot technology, the television optimizes brightness levels and delivers brighter and deeper colours as intended by the creators. The QLED TVs also feature Object Tracking Sound (OTS) and Active Voice Amplifier (AVA) for unprecedented cinematic experience at home.

You can attach SlimFit camera to your QLED TV to make video calls. Easy on your eyes, it comes with EyeComfort mode that automatically adjusts the screen’s brightness and tone based on built-in sensors.

Offering ‘100 percent colour volume’, QLED TV showcases all colours of the DCI-P3 color space regardless of differing levels of brightness, ensuring that HDR images can be viewed in the original way the content was produced.

The Frame TV

An asset for art connoisseurs, Samsung’s lifestyle The Frame TV is a technological marvel as it is art when turned off, and a television when on. Equipped with customizable bezels and matte display, you can select different colour bezels to complement your interior design statement. You can choose from a diverse collection of more than 1,400 pieces of art to showcase and enliven your space with an elegant piece of painting.

The Frame TV isn’t just beautiful; it offers superior picture quality with QLED technology that enables life-like colours, enhanced contrast, and impeccable details with 100% colour volume. It also comes with the unique Quantum Dot technology, powerful Quantum Processor 4K, 4K AI upscaling capabilities and SpaceFit Sound that auto-optimizes sound settings after analyzing the room’s environment.

OLED TV

The striking OLED TV comes with Neural Quantum Processor 4K for ultimate entertainment experience that delivers incredible detail and unbelievable screen brightness. It allows content displayed on the screen to be automatically transformed to breathtakingly sharp 4K resolution irrespective of the original level. The processor utilizes AI-based algorithms to evaluate content on a scene-by-scene basis, and HDR OLED+ optimizes each frame so that you can enjoy extraordinary details.

With the rise of digital platforms, the art world has become more accessible than ever before. Samsung Art Store is at the forefront of this revolution, providing a platform for art lovers to enjoy an extensive library of stunning artwork in the comfort of their own homes.

Samsung Newsroom sat down with Cristina Alovisetti, General Manager of Museo Nacional Del Prado Difusion (Museo del Prado’s commercial company), to explore the relationship between in-person art experiences and digital displays. The Prado Museum is one of the most renowned art galleries and the longest standing partners of the Art Store.

In this Q&A, we will dive into how art enthusiasts and institutions can benefit from digital art platforms and ultimately, how a combination of in-person art experiences and new technologies can inspire and offer new avenues of approach for artist and creatives.

▲ Museo Nacional Del Prado

Samsung Art Store X Prado Museum: An Enduring Partnership

Q: For those who are not familiar with the partnership, can you tell us a bit about Museo Nacional Del Prado and your role at the museum?

The Prado Museum is one of the most prestigious art galleries in the world. Its permanent collection is essential in comprehending the evolution of European art and its most notable artists such as Velázquez, Bosch, Rubens and Titian. The museum’s international presence is also evident via its collaborations with other international institutions as well as its global digital footprint — including its website, social media channels and apps.

As the general manager of the museum’s commercial company, I am proud to be a part of this institution since its creation in 2006. Our company’s primary goal is to promote the Museo del Prado brand, its collection and intellectual property rights while also contributing to the museum’s funding. We strive to establish a consistent and robust identity while creating partnerships that help us reach broader audiences.

Q: Can you tell us more about how the partnership with Samsung Art Store came about and what benefits you see in the collaboration?

We began collaborating with Samsung Art Store at the start of our gallery project upon the invitation from the Samsung Electronics Spain team. We were lucky enough to have participated in the 2017 inaugural presentation of the Frame’s partnerships in Berlin. Since then, we have continued to work together, updating and enriching our partnership.

I believe the Art Store is an intelligent and respectful concept that values the artwork and the institution responsible for it. It represents a digital advancement that seamlessly harmonizes with our daily lives and habits. With this platform, I can discover and appreciate art in a convenient and accessible way. I can learn about the artists and their work and share my discoveries with others, which is a great benefit to the end users.

Assessing the Current State of Digital Art Platforms

Q: Digital art platforms have been gaining popularity as they provide accessible and enjoyable ways for users to own and appreciate artwork in their own homes. What direction do you see this trend taking and how do you think it will impact the art industry?

The Samsung Art Store is an innovative platform that offers users a unique way to enjoy and access works of art from the comfort of their own homes. By providing a platform to view images of artwork, paintings, photography and more, the Art Store has made it easier for collectors to own and appreciate art.

This technology could potentially have a significant impact on the art industry by providing new avenues for individuals to access and engage with art. The Art Store has the potential to integrate with personal environments and provide new opportunities for art collectors to showcase their collections.

Overall, the increasing popularity of digital art platforms like the Samsung Art Store is likely to have a positive impact on the art industry by making art more accessible and enjoyable for a wider audience.

Q: What differences do you see between showcasing the artwork in-person vs. digitally on the Frame?

That is a great question. First, I think it’s important to note that we are talking about displaying images of artwork, not the artworks themselves. The way in which the viewer experiences the artwork will depend on whether it can evoke the same emotions as the original piece. While digital displays cannot replace the experience of seeing a Velázquez painting in person, it does offer the convenience of accessing and displaying high-quality images of these artworks in our own homes.

Furthermore, being able to integrate digital artwork into our living spaces, just as we do with furniture or decorative objects, adds a new dimension to the way we experience and appreciate art. It offers new possibilities for enjoying and sharing art in our everyday lives and this is a great thing.

Q: Have you observed any noteworthy trends or patterns in the way people engage with the museum’s online collections?

It is fascinating to see how the public responds to the images displayed in the Art Store. The audience seems to be drawn towards decorative aesthetic and current trends influenced by other media, mirroring the purchasing patterns observed in our museum shops.

Q: Can you share with us some of the most memorable pieces from your collection that are currently featured in the Art Store?

Here are some carefully selected works from a diverse range of works from various painters, styles and themes spanning across different decades. These pieces showcase a range of subjects, from powerful portraits and mythological dances to exquisite details of flower catalogues, offering a glimpse into the beauty and richness of art history.

▲ Las Meninas (1656) by Diego Rodríguez de Silva y Velázquez (cropped for detail)

Las Meninas is undoubtedly the best-known painting in the Museo del Prado and Velázquez’s most famous work. It is also the one which best sums up the characteristics of his art. In a large room of the Alcázar in Madrid, we see the Infanta Margarita, whose detail we can see in this image, flanked by two maids of honor or meninas.

The picture has been interpreted in several ways. The centrality of the infanta Margarita and the reflection of the king and queen in the mirror appear to point to a political and dynastic significance. The presence of Velázquez in the same environment as the king, queen and infanta, and bearing the cross of the Order of Santiago and the chamberlain’s key as attributes of his social status, presumably constitutes a validation of his nobility and that of painting itself.

▲ The Garden of Earthly Delights Triptych (1490-1500) by Hieronymus Bosch

The Central panel, with the four rivers of the world on the horizon, situates the scene on Earth. Carnal desire, represented by beautiful naked women and symbolized by an array of red fruit, becomes mankind’s driving force. The various earthly pleasures to which mankind yields instinctively and unconsciously are illustrated symbolically or specifically. The central panel depicts a Paradise that deceives the senses, a false Paradise given over to the sin of lust.

▲ Dance of Mythological Characters and Villagers (1630-1635) by Pieter Paul Rubens

A group of peasants dance in agitated frenzy, accompanied by a flutist in a tree. The scene takes place in a landscape that recalls Italy, especially the villa in the background, whose shapes resemble those of the architect, Andrea Palladio.

▲ Hollyhocks (1872-1873) by Mariano Fortuny y Marsal (cropped for detail)

Fortuny enjoyed painting flowers in bloom in his scenes. Attracted by their colors, he also made separate studies of them. His favorites were hollyhocks on account of their pleasing hues and the elegant verticality of their stalks, which is accentuated by the format used here. As the background is devoid of references, their corollas appear to float in an indeterminate space, with varying degrees of finish, and the ground layer is visible in some areas of the canvas.

Exploring the Intersection of Art and Technology

Q: What impact do you think recent technological advancements have had on artists, their creative process and the finished artwork?

From my perspective, artists have been introduced to a whole universe of new technological tools, which may influence their creative process to varying degrees, depending on their individual preferences. There are some exceptional artists who have embraced digital tools to create amazing works. In my view, these advancements offer endless opportunities for artists, whether through new artwork or collaborations or both.

Q: How can technology be used to make art more accessible and inclusive to a wider audience?

Undoubtedly, digital technology has the potential to greatly expand the reach of art beyond physical spaces, allowing it to be appreciated in different languages and contexts. For example, many people who are unable to attend exhibitions can still appreciate works of art through digital access. Further, digital art platforms such as Samsung Art Store enable individuals to build their own “collection” at home, making art more accessible and inclusive to a wider audience.

Visit the Samsung Art Store in The Frame to explore more of Prado Museum’s collection.

Street art — which often incorporates elements of its surroundings and nature — has been finding its place in digital media as display technology and picture quality have rapidly evolved in recent years. Through partnerships with artists like Logan Hicks, Samsung Art Store has been bridging the gap between public art and everyday consumers, bringing intricate details, expressions and impressions closer to users than ever.

Samsung Newsroom had the privilege of connecting with Logan to discuss his creative process and inspiration and how his partnership with Samsung Art Store helped push the boundaries of his craft.

▲ Logan Hicks’ artistic process (video courtesy of Logan Hicks)

Inspiration and Influences: From Baltimore to California and Beyond

Q: Could you tell us a bit about yourself and your career as an artist? How did you come to work with stencils?

After running a successful commercial screen printing business, I decided to focus on my art and moved from Baltimore to California. I tried hand-cut stenciling and fell in love. The process is similar, but stencils are painstaking and not exact. I embraced this challenge and learned to create deep detail with multiple layers.

▲ Logan Hicks

Q: What is your passion that inspires your art?

Travel is both my inspiration and antidepressant. Seeing new countries, people, places and cultures has always helped keep my eyes open to how utterly fantastic the world is. After I travel, I am always excited to get back into the studio.

I also find a lot of inspiration in New York City. The way the city changes throughout the day and year — it has a life of its own. During the pandemic, it was especially interesting to see a vibrant city empty. It was eerily beautiful.

Q: Could you walk us through your artistic process from the photographs you start with to the final product?

I don’t usually go into detail about my process just because it’s easy to confuse the process for the product. About 75% of my time making art is the laborious process of image preparation, stencil cutting, bridging the stencils, etc. To explain briefly, I take photos, break them down into various levels of contrast, cut them out, spray them on top of each other and then carefully paint the lights. My stencils aren’t the kind that you can just roll over a solid coat of paint — I slowly bring out the image with small sprays of paint that I build up.

Q: What is your favorite step in your artistic process?

My favorite step is creating and choosing a mood for my artwork. Will my scene be exacting or painterly? Will it depict the solitude of the evening or the vibrancy of a bright day? One set of stencils can be painted in many ways, and I like figuring out which one is best.

Q: What partnerships have you worked on over the years that stand out to you?

I find that the most successful partnerships are the ones that have the least direction, at least for me. Finding a company that grants freedom to do what I want is paramount for a successful collaboration. A few that come to mind are the Bowery Wall I painted for the Goldman family in New York and a partnership with Porsche for their electric car at Scope Art Fair.

Logan Hicks X Samsung Art Store

Q: Why did you choose to partner with the Art Store?

An artist only has two reasons to continue: to make art and to present the art to an audience. For me, Samsung Art Store was an outlet to showcase my art — it was a new approach to displaying my art, and for that reason, I found it interesting. Living spaces these days continue to get smaller and smaller, so I saw this as a way of sharing multiple artworks instead of hanging them on limited walls.

Q: How does displaying your work on The Frame compare to other media you’ve worked with (e.g., canvas, brick/concrete walls, billboards)?

Good art should be able to translate to various mediums: canvas, walls or digital. The Frame was an interesting platform just because you don’t have control over where it will be hung or what household will download what artwork — it was fun to find out which of my pieces had the most universal appeal. When you make work for a specific location (like with a mural), you have to consider the neighborhood, lighting, surface of the wall, etc. The success of a mural is based on your ability to adapt to the environment. With The Frame, though, it was a case of plucking those works off the wall and putting them into a digital space — the attention was 100% on the artwork that was created instead of the environment that it lives in.

Q: How does your signature technique of blending colors through aerosol contribute to the visual appeal of your work when displayed digitally?

I hope the audience can appreciate my work on multiple levels. For example, you only observe the subject matter at a distance before you start noticing the details as you get closer. Once you’re inches from it, the execution becomes clear — from the way the colors blend to the tiny dots of aerosol paint that make up the surface of the image.

My work has nuances that are difficult to see on traditional digital displays. I’ve been happy with how the matte display of The Frame picks up details of the spray paint and the subtle color changes. The display offers the opportunity to experience the work from various distances as if it exists on a wall or canvas.

Q: You already have experience in creating large-scale murals worldwide in places like Istanbul, Miami, Baltimore, New York, Tunisia, Paris, etc. How does the Art Store partnership expand the global reach and accessibility of your work to audiences beyond that?

I easily forget that 99.9% of the world won’t have the opportunity to see my work in person. When I paint a mural, it’s usually in larger metropolitan areas and in cities where I already have some sort of connection. So, I like to extend my reach to people who may not live in the places I paint. With this approach, someone in the rural outback of Australia has access to my pieces just as someone in the heart of Manhattan does.

Q: What are your top three picks you would recommend to consumers to display on The Frame? Please give us a very brief explanation of each.

▲ The Entrance, 2019

This painting is the front of Monet’s house. I visited Monet’s Garden for the first time and instantly felt like I was in a different land — flowers surrounded me like a green fog, and the smell of flowers filled the air. Standing in front of Monet’s house, I imagined what it would have been like to live there. I think about how this was what Monet saw every morning as he walked the garden and returned to his house.

▲ Giverny, 2019

This piece is also from Monet’s Garden. What I loved the most about the garden is that it’s very rare that you can stand in the same place where a masterpiece was created. I’ve grown up seeing Monet’s paintings in my art history books, on TV and in movies. But when I visited the garden, I realized that I was in the painting. I was standing where Monet once stood as he painted, and suddenly his artwork made more sense to me. Of course, he painted his garden! How can you visit heaven and not memorialize it in a painting?

▲ Axon, 2018

I have a soft spot for Paris: the culture, food, art and architecture. I love it all. This painting is a scene that you see when you walk outside the Gare De Lyon train station. I can remember when I took the photo that I used as inspiration for this piece. My friend asked me, “Why would you take a picture of the street? It’s ugly. It is the train station that is beautiful.” The wonderful thing about being a tourist is that everything is new and fresh. To me, the street was just as beautiful as the train station. That is the power of a good painting — it can enchant the most boring scenes.

The Intersection of Technology and Creativity

Q: As an artist known for your traditional artistic techniques, how do you navigate the intersection between traditional art forms and the digital world?

Art is a language, and learning to speak it in different arenas is critical to the success of an artist. I don’t put too much thought into what is traditional and what isn’t. I just try to consider what the work will look like scaled down to the size of The Frame. I try to think about what pieces have enough complexity to remain on the screen in someone’s space for an extended period.

Q: What unique opportunities does the digital art platform offer for artists like yourself?

The main opportunity I see for the digital space is access to a new audience. Someone may not spend thousands on my painting, but they may download an image of it. I’d like to think that sometimes that may even translate into someone then going out and buying a physical copy of a painting.

It’s also a great way to reach an audience that does not traditionally go to galleries. Art is most successful when people can see a little bit of themselves in it, regardless of whether that is a feeling, experience, thought or mood. That isn’t limited to an art museum attendee. Finding people and connecting with them through art is something that can be done on a much larger scale through a digital platform.

I love the opportunity to reach new audiences who may not have appreciated art before. The art world can sometimes be guarded; The Frame gives new fans an opportunity to consider living with art.

Visit the Samsung Art Store in The Frame to explore more of Logan Hicks’s collection.

Look how Samsung’s collaboration with The Upside Space came as an ideal screen partnership for the digital art display on The Frame. The Frame, a TV when it’s on and art when it’s off, has been designed for art enthusiasts to adorn their living spaces with tastefully curated artwork from all around the world.

Watch Lisa Ray, an art connoisseur and the co-founder of The Upside Space explaining the marvels of digital art and a lot more.