Angelle Siyang-Le, Director of Art Basel Hong Kong, is a seasoned art professional with a deep understanding of the Asian and global art markets. For over a decade, she has been instrumental in shaping and defining the fair’s vision by fostering connections with galleries, collectors, institutions and the broader arts ecosystem.

Since her appointment as director in 2022, Art Basel Hong Kong has continued to evolve and grow — reflecting the vibrant art scene in Hong Kong and the Asia-Pacific region at large. Her passion for building community has been a driving force throughout her career in the arts, aligning perfectly with Art Basel’s mission to bring people together through meaningful and inspiring art experiences.

Samsung Newsroom sat down with Siyang-Le to explore how Art Basel Hong Kong fosters creativity and collaboration through technology.

▲ Angelle Siyang-Le, Director of Art Basel Hong Kong (Image courtesy of Art Basel)

Vision and Future of Art Basel Hong Kong

Q: What is the vision behind Art Basel Hong Kong?

Art Basel is dedicated to connecting and nurturing the global art ecosystem. Art Basel Hong Kong places a strong emphasis on the Asia-Pacific region, with over 50% of participating galleries coming from this area. We actively support the local art scene through collaborations with various institutions and cultural organizations.

Each of our shows — in Hong Kong, Basel, Paris and Miami Beach — is uniquely shaped by its host city, an influence reflected in the gallery lineup, artwork and parallel programming developed in collaboration with local institutions.

Q: What role does Hong Kong play in the Asian art market?

Hong Kong serves as a pivotal gateway to the broader Asian art market. With its established auction houses, vibrant gallery scene and international collector base, the city remains a key hub for both Western and Asian art. As Asia’s leading art hub, Hong Kong continues to bridge art communities across the region and beyond.

Q: How has Art Basel Hong Kong evolved over the years?

Our fair has evolved alongside Hong Kong’s vibrant art scene, with both continuously inspiring and impacting each other. The city’s cultural landscape has expanded significantly during my time here — invigorated by a new generation of collectors, the opening of world-class institutions like M+ and the Hong Kong Palace Museum and a dynamic surge of commercial, non-profit and artist-run spaces. Internally, we have introduced numerous initiatives and programs as well. I am proud that Art Basel Hong Kong has become a cornerstone of the city’s arts community, with widespread recognition of the fair’s presence this month.

▲ Art Basel Hong Kong 2024 (Image courtesy of Art Basel)

Samsung x Art Basel: Redefining Art Appreciation

Q: As the official visual display partner for Art Basel, how is Samsung Electronics driving the integration of art into everyday life through Samsung Art Store?

The global collaboration between Art Basel and Samsung presents an exciting opportunity to merge world-class art exhibitions with cutting-edge innovations. Technology has transformed the way people engage with art, making it more accessible through platforms like Samsung Art Store. Advancements in display technology enable viewers to experience art in new and immersive ways — bringing it into their daily lives and fostering deeper connections.

▲ The Samsung Art Store is home to 3,000+ works from world-renowned museums, galleries, and artists. Subscribers can explore expertly curated masterpieces in stunning 4K resolution. While previously exclusive to The Frame and MICRO LED, the Samsung Art Store will soon be available on 2025 Samsung AI-powered Neo QLED and QLED TVs.

Q: How do you see this partnership impacting the way people perceive and appreciate art?

Technology-driven initiatives have the power to expand cultural exchange and inspire audiences worldwide. With The Frame, Samsung has already built strong partnerships with leading museums, institutions and artists — bridging diverse artistic practices and mediums. I believe that growing these collaborations will be crucial to further integrating technology into the art world and redefining how people experience and appreciate art in their homes.

Q: What has your experience been like using The Frame in Art Mode?

I had the opportunity to explore The Frame during Samsung’s activation at our Basel and Miami Beach shows last year, and I was truly impressed by how artwork is presented on the screen. I encourage visitors to experience The Frame in Art Mode and observe how various artistic techniques and textures are rendered digitally. While The Frame offers a stunning way to enjoy classic masterpieces, what excites me most is how Samsung Art Store enhances the experience by showcasing emerging artists and fresh artistic perspectives.

▲ A comparison of The Frame Pro’s TV Mode and Art Mode

The Role of Technology in the Evolving Art World

Q: How is technology influencing the presentation and consumption of contemporary art?

Technology plays a crucial role in expanding the global reach of contemporary art and transforming how we experience and connect with it. Digital platforms have redefined accessibility, while AI and blockchain are revolutionizing how art is created, traded and authenticated. Last year at Art Basel Miami Beach, we introduced an AI-powered mobile app to make exploring the fair more intuitive and engaging. Our use of technology is all about enhancing the visitor experience — offering audiences fresh, innovative ways to discover new artwork, navigate the fair seamlessly and connect with galleries.

Q: What changes have you noticed in the art world?

Collector interests are shifting. There is a growing demand for emerging artists and increased recognition of local artists, whose presence in private collections is rising. Additionally, a generational shift is underway as younger collectors take on a more active role in shaping the market.

▲ “Enduring as the universe (天長地久, 2024)” by Ticko Liu displayed on The Frame Pro

Q: What opportunities excite you most about Art Basel Hong Kong’s future?

I’m excited to continue deepening collaborations within Hong Kong’s dynamic arts community and contributing to Asia’s art ecosystem. Strengthening regional and global connections not only enriches the fair but also fosters a broader dialogue around contemporary art. Through meaningful partnerships such as Art Basel’s collaboration with Samsung, we can continue to progress while staying true to our core mission — delivering world-class art fairs for our global community of galleries, artists, partners and collectors.

This year, Art Basel Hong Kong will take place from March 28 to 30 at the Hong Kong Convention and Exhibition Centre. Visitors are invited to explore premier galleries from around the world and discover diverse artistic perspectives through modern and contemporary artwork.

To learn more, please visit: www.samsung.com.my

▲ Zhu Jinshi’s This Triptych is as Gorgeous as the Autumn in a Scented Room (2023) shown on Neo QLED 8K by Samsung.

Samsung Electronics Co., Ltd., the Official Art TV of Art Basel, today announced that it is bringing contemporary masterpieces from galleries exhibiting at Art Basel Hong Kong 2025 to a global audience. Starting today, subscribers of the Samsung Art Store, a premium digital art platform exclusively available on Samsung TVs, will have access to a curated collection of 23 select works from Art Basel’s galleries, some of which will be displayed at the highly anticipated fair, taking place from March 28-30[1], 2025 at the Hong Kong Convention & Exhibition Centre.

The Samsung Art Store is home to 3,000+ works from world-renowned museums, galleries, and artists. Subscribers can explore expertly curated masterpieces in stunning 4K resolution to bring the program of Art Basel galleries into their homes. The Art Basel Hong Kong collection includes renowned artworks such as Zhu Jinshi’s “This Triptych is as Gorgeous as the Autumn in a Scented Room,” Ticko Liu’s “Enduring as the Universe,” Jimok Choi’s “Shadow of the Sun,” Bae Yoon Hwan’s “Green Bear,” and more.

“Samsung Art Store is making fine art more accessible than ever, bringing the premier artworks presented by leading international galleries at Art Basel Hong Kong directly into people’s homes,” said Bongjun Ko, Vice President of Samsung Electronics’ Visual Display Business. “We are proud to expand this experience to more Samsung TV owners worldwide, allowing them to enjoy world-class artwork in stunning 4K quality with just a few clicks.”

Bringing the Art Basel Experience to Samsung TVs

▲ Ticko Liu’s Enduring as the Universe (2024) shown on Neo QLED 8K by Samsung.

Art Basel stages the world’s premier art shows for modern and contemporary art, sited in Hong Kong, Basel, Paris, and Miami Beach. Through the Samsung Art Store, a curated selection of these masterpieces is now available beyond the exhibition halls, allowing art lovers worldwide to experience select artworks presented by leading international galleries at Art Basel – all from the comfort of their homes.

To further highlight the intersection of art and technology, Samsung will present an interactive lounge, titled ArtCube[2], at Art Basel Hong Kong on March 28-30. The showcase will demonstrate how The Frame, MICRO LED, and Neo QLED 8K redefine digital art experiences by displaying artwork, including those from the Art Basel collection in breathtaking detail. Under the theme “Borderless, Dive into the Art,” ArtCube visitors will engage with Samsung Art Store’s exclusive collections, bridging the gap between physical and digital art.

In addition to its ArtCube Lounge experience, Samsung presents a series of panel discussions highlighting influential voices from the contemporary art scene. Daria Greene, Head of Content and Curation at Samsung leads each engaging one-on-one dialogue. The conversations feature Hayley Romer, Chief Growth Officer of Art Basel, and Marc Dennis, an American artist known for his hyper-realistic paintings.

Expanding Samsung’s Digital Art Leadership

While previously exclusive to The Frame and MICRO LED, the Samsung Art Store will soon be available on 2025 Samsung AI-powered Neo QLED and QLED TVs[3], as part of Samsung’s mission to bring world-class art to an even bigger audience. In addition to the Art Basel Hong Kong collection, Samsung will continue its partnership with one of the world’s most prestigious art fairs by introducing exclusive artworks from Art Basel’s Basel and Paris collections later this year.

“We are proud to partner with Samsung Art Store on the 2025 Art Basel Hong Kong collection – extending Art Basel Hong Kong’s best-in-class cultural experience beyond the halls of the show, and creating new, year-round opportunities for ever broader audiences to engage with Art Basel’s distinguished international program of galleries and their artists,” said Noah Horowitz, CEO of Art Basel.

The Art Basel Hong Kong collection features works from 17 globally acclaimed artists, including Jimok Choi, Bae Yoon Hwan, Stephen Wong Chun Hei, Ticko Liu, Alasie Inoue, Tromarama, Damian Elwes, Zhu Jinshi, Nakai Katsumi, Cao Yu, Hamra Abbas, Nabil Nahas, Owen Fu, Sophie von Hellermann, Chow Chun Fai, Gillian Ayres, and Gongkan.

For more information, please visit: https://www.samsung.com/my/

[1] Event is open to the public from March 28-30, after VIP opening from March 26-27.

[2] Samsung Lounge ‘ArtCube’ will be located in L3, the main exhibition floor inside the Hong Kong Convention and Exhibition Center.

[3] For models Q7F and above.

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

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

Pantone Validated ArtfulColor evaluates if displays can faithfully simulate a range of physical Pantone Color cards and Pantone SkinTone color cards under CIE[2] standard illuminant D65, which portrays illumination that is more-or-less equivalent to that of the average midday light in Western or Northern Europe. The Frame is the world’s first display in the industry to meet this stringent validation, reaffirming Samsung’s leadership in color fidelity that was first recognized by previous Pantone Validated status across all QLED TVs in 2022.[3]

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

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

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

For more information on The Frame, visit https://www.samsung.com/my/ 

[1] Pantone company provides a universal language of color, called Pantone Matching System(PMS), that enables color-critical decisions through every stage of the workflow for brands and manufacturers.

[2] Commission Internationale de l’Éclairage or International Commission on Illumination, in English.

[3] https://news.samsung.com/global/2022-samsung-qled-and-lifestyle-tvs-recognized-by-top-global-certification-institutes-for-eye-comfort-safety-and-color-accuracy

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

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

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

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

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

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

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

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

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

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

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

Thinking Outside the Box: The Sero for Millennials

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

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

Expanding to Other Spaces: The Premiere

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

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

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

Welcome to part two of our series spotlighting the artists and institutions behind The Frame’s one-stop art shop, the Art Store.

In part one, we met illustrator Hyun Kim, who discussed how The Frame has helped his playful illustrations find a wider audience. Here, we turn our attention to the curation process in a wide-ranging interview with the Store’s official curator: a world-renowned art advisor who’s spent the last 15 years creating bespoke art experiences, Elise Van Middelem.

Q: What are your main responsibilities as The Frame’s Art Curator & Advisor?

My responsibilities range from researching and recommending artists, to contacting the right partners, selecting specific artwork, and defining key categories.

Q: How long have you been curating art for The Frame?

In 2016, Samsung and [Swiss designer] Yves Béhar reached out to me to collaborate on The Frame, and I was immediately attracted by the possibility of demystifying the art experience. For me, art is a second language – a lens that has helped me understand people from all backgrounds and cultures. Our goal was to make The Frame’s art collection accessible to anyone in this way, which is why it includes artists from the four corners of the world – from Southeast Asia to Canada, and from South Africa to Europe.

We decided to start with a wide selection of artworks covering a variety of categories, including Landscapes, Architecture, Wildlife, Drawings, Digital Art, Action, Still Life, Patterns, Urban Abstract and From Above. This offered The Frame users the feeling that they owned a curated art collection of museum quality.

The names of the categories speak for themselves. However, within each one, my goal was to find artwork that transcends the experience of traditional wallpaper or stock photography, and to replicate the feeling of entering a digital gallery exhibition in which every artwork has been carefully selected. The curation and integration of an Art Store within The Frame came at a later stage.

Q: How have the artists and partners you’ve collaborated with responded to The Frame?

The artists I’ve worked with see it as a great idea that could really change people’s perceptions about how art can be displayed. They’re excited by how it invites art into your home so it can affect you in your own space, at your own pace, and in your own time.

Q: How do you come up with themes for new collections?

The initial set of themes for the Art Store grew naturally out of the creation of The Frame’s art collection. It was a wonderful base to work with and expand from.

Today, themes come with moods. Ideally, we would want anyone to be able to find artwork that fits their mood of the day.

If you take a look at the Art Store’s most popular pieces, you’ll find that the majority of users are drawn to images depicting tranquil scenery, and to the works of the Old Masters. Examples of the former include the Art Store’s most viewed piece, Julia Contacessi’s “Odyssey,” as well as Liesl Marelli’s calming “Ripples of Low Tide II” and Sandy Dooley’s playfully colorful “Painting for Mary.” Classic pieces like Vincent van Gogh’s “The Starry Night” and “Almond Blossom” have also struck a chord, which shows that users are most interested in artwork that brings a bit of Nature, or beautiful scenery, into their homes.

Q: Is there a collection in the Art Store that you’re particularly proud of?

I hold the experience of curating the first collection of artworks for The Frame very close to my heart. It was a unique opportunity to collaborate with various artists from around the world to create the most comprehensive, accessible, and stunning museum-quality art collection, exclusively for The Frame.

Through the hands-on experience of curating that collection, I learned what works really well on The Frame. In that way, each collection feels very personal, and each means a lot to me.

Q: In a word, how would you describe your curation process?

Adventurous!

Q: What do you find most exciting about helping people discover incredible works of art?

Like many of my colleagues in the art world, what I find most exciting about The Frame is that it lets art affect you in your own space and in your own time. The Frame has the potential to change our perception of viewing art – how it is approached, collected, and displayed. It allows anyone to learn about art through living with it.

Q: What kinds of artwork would we find on your Frame?

I love to display the drawings of Clare Rojas and ruby onyinyechi amanze, which are available in The Frame’s art collection. Moreover, there are also some wonderful works of art that allow us to bring nature into our homes! Decorating your living space with the landscapes of Cody Cobb, the ‘natural world’ photography of the BBC, and the V&A’s beautiful wallpaper patterns is a fun way to ‘rewild’ yourself during these extraordinary times!

Q: Could you offer any details on what you’re curating right now?

The goal with The Frame was always to create collections that would transcend cultures and backgrounds, amongst other things. These extraordinary times have left us wanting to bring nature closer to our homes. That’s the main idea behind a collection we’re launching soon, called “Biophilia.”

Nature-based collections – for example, artworks depicting flowers in spring or the sea in the summer – have proven particularly popular with Art Store users. I am very much looking forward to seeing our newest nature-inspired collection make its debut.

Illustrator Hyun Kim has been working as an artist for 18 years now, bringing to life the joy found in the everyday with his art – but nowadays at the forefront of his mind are questions about what could be next for him in getting his art to new audiences and how to keep the process exciting. Then Samsung’s lifestyle TV, The Frame, came along.

Kim’s works are imbued with a sense of warmth relatable both to adults and children, conveying fairy-tale-like stories to users of The Frame all over the world.

In order to learn more about how Kim’s work and The Frame came together in such harmony, Samsung Newsroom visited Kim’s workshop.

Creating Magical Worlds for All Ages

Kim’s work expresses those universal childhood experiences that both children and adults cherish, including the beauty of nature, time spent playing with friends and the magical world of children’s toys. “I always try my best to portray the world as seen through the eyes of children, a world of warmth and lovely things,” explained Kim. “I want those who view my art to find comfort in it – just as they would in an embrace from their mother.”

‘Gooly Gooly Friends’ by Hyun Kim. This artwork tells the story of friends having an adventure deep in a forest

This distinct warmth to Kim’s style is how his collaboration with The Frame came about. Since the living room, where many users’ TVs are situated, is the heart of the home and the center of the family space, Kim’s work is capable of appealing to both children and adults at the same time. Users can even choose which specific illustrations of Kim’s are showcased onscreen, so as to make it atmosphere suitable for a mealtime, a child’s birthday party or just a relaxing weekend.

As an artist open to new experiences, this collaboration was particularly meaningful for Kim. “I, myself, had purchased The Frame TV because I was interested in the way it allows users to bring artworks straight into their living room,” said Kim. “I was particularly pleased to then be asked to collaborate with The Frame’s Art Mode artwork collection – it fills me with awe to imagine that there might be someone on the other side of the world taking in my art in their living room.”

QLED Color Quality with an Artist’s Stamp of Approval

Following the invitation to collaborate, the artists involved, including Kim, got to work selecting which pieces were to be included in The Frame’s gallery. Given the wide range of users The Frame has, the artists had to carefully consider how to appeal to all tastes. “As I wanted to choose works of mine that could be enjoyed by all members of the family, I visited many families with children to see which works appealed most,” explained Kim. “The artworks of mine that I ended up choosing are subsequently ones that are easy to understand and very family-friendly.”

In order to ensure that the original feeling of his artworks was delivered through the screen of The Frame, Kim also worked on his artworks’ digital optimization process. When creating physical copies of his artworks, such as prints or exhibition versions, Kim had often been limited with accurate color rendering as print colors can only be realized using the four ink colors of magenta, cyan, yellow and black. However, digital colors have no such limitations, meaning the coloring of the digital versions of Kim’s artworks can be rendered more accurately.

Kim’s artworks were realized for The Frame using QLED Quantum Dot technology which is able to realize 100% of the artwork’s original color, detailing and texture. “When my artworks are printed on paper, the colors often end up being slightly different to my original work,” said Kim. “However, The Frame delivers my artworks colored as I originally did, ensuring that my original intention is conveyed to users. Artists like myself are often very sensitive about the coloration of their artworks in reproduction, but The Frame’s 4K Ultra High Definition has left me very satisfied.”

Getting Closer to Art Without Leaving Your Living Room

“With The Frame, you will find yourself encountering more and more art on the regular,” noted Kim. “As a result, you’ll be able to discover your own personal taste based on the works that you enjoy the most.”

Kim hopes that users of The Frame find his artworks peaceful when they encounter them on The Frame’s Art Mode. “You don’t need a lot of time or thought to understand my artwork,” he noted. “I want to make art pieces that give users the same feeling as comfortable clothing does; I hope my illustrations provide a moment of relaxation in the midst of users’ busy days.”

The homely world of Hyun Kim’s artworks is waiting for viewers in The Frame

* Users looking to discover Kim’s Gooly Gooly Friends in The Frame’s Art Store artwork collection can head to Partner > TONYBUNNY or Artists > GOOLYGOOLY.