▲ The Frame displaying “Metamorphosis of Narcissus” by Salvador Dalí

Samsung Electronics Co., Ltd. announced the addition of 15 new artworks from Tate to Samsung Art Store. This expansion builds on the platform’s existing partnerships with renowned institutions like the Art Institute of Chicago, the Museum of Modern Art (MoMA), Thyssen-Bornemisza National Museum and many more. By integrating Tate collection, Samsung Art Store continues to bridge the gap between world-class museums and cultural institutions, bringing masterpieces directly into homes.

The new Tate collection includes iconic modern masters such as Henri Matisse, Salvador Dalí, Mark Rothko and Roy Lichtenstein — the first pop art artists to appear on the Art Store — as well as leading contemporary artists like Peter Doig and Beatriz Milhazes.

Among the highlights are some of Tate Modern’s most celebrated works: Roy Lichtenstein’s “Whaam!” Henri Matisse’s “The Snail,” a must-see in the Tate’s permanent collection; and Jackson Pollock’s “Yellow Islands.” The collection also offers a glimpse into the breadth and energy of modern and contemporary art by showcasing British painter Howard Hodgkin, alongside Peter Doig’s dreamlike “Echo Lake” and “Ski Jacket.”

▲ Samsung Neo QLED displaying “Dinner at West Hill (1964-6)” by Howard Hodgkin

With these new additions, Samsung Art Store further expands its mission to democratize access to art, making it possible for anyone to enjoy museum-quality works from home, with ease. By bringing together partners from across the globe — from New York, to Madrid to London — the platform offers a unique opportunity to experience the depth and versatility of modern and contemporary art. And with Tate now joining the lineup, art lovers can enjoy a collection that speaks to both heritage and innovation.

“Samsung Art Store is dedicated to providing people with the opportunity to experience world-class art in the comfort of their living rooms,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “By expanding our offerings to pieces from Tate, we are taking another step in supporting the irreplaceable experience of seeing art in person.”

Discover Exclusive Artwork Across Samsung TVs

With Samsung Art Store available across the 2025 Samsung TV lineup — such as its QLED TVs and the award-winning The Frame and The Frame Pro — art from the world’s leading artists, museums and galleries is more accessible than ever.

As Samsung’s most advanced art TV yet, The Frame Pro features an upgraded Neo QLED screen for brighter colors, sharper contrasts and deeper blacks. Its Wireless One Connect Box[1] makes installation seamless, enabling users to keep cables out of sight up to 30 feet away so they can truly enjoy the TV’s gallery-worthy picture. Plus, it’s designed with an Anti-Reflection Matte Display that makes art look true-to-life and is fully customizable — from its bezels[2] to its size — offering the perfect complement to any décor.

This year, Samsung Art Store also expanded to the Neo QLED 8K, Neo QLED 4K and QLED series, unlocking even more ways for users to enjoy art in their homes.

To learn more, visit: https://www.samsung.com/my/lifestyle-tvs/the-frame/art-mode/

[1] Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by the surrounding environment and may not connect when enclosed or blocked by metal (e.g., from inside a metal cabinet) or by other physical objects such as walls. TV and Wireless One Connect require separate power cord connections.

[2] Bezels sold separately.

The collaboration merges the elegance of Samsung Art TVs with Liberty’s world-renowned archive, making the stunning designs available as digital artworks for the first time. Samsung curators worked closely with the in-house Liberty team to select patterns that would translate beautifully into a large-scale digital display that is alive with detail, light and color.

“This partnership was driven by a shared desire to celebrate British design in new ways,” said Rachael Roberts, Partnerships Manager at Samsung UK. “With no other British design houses currently represented on Samsung Art Store, it felt like the perfect opportunity to bring Liberty’s unique voice to our global audience.”

▲ One of the most celebrated designs from Liberty named Artemis (2023), shown on 2025 The Frame by Samsung.

Founded in 1875, Liberty has long been a symbol of British creativity and craftsmanship. Known for its distinctive prints and established history of design innovation, the brand’s influence spans art, fashion and interiors. For this partnership, the collection is introduced with Artemis as the featured design — a bold, botanical take on a classic Liberty design. Spanning over a century of heritage and creativity, the collection includes everything from the whimsical Enchanted Wood to the vibrant Jungle Trip design.

“At Liberty, we’ve always believed in design that tells a story, and stories that evolve with time,” said Pere Bruach, Design Manager at Liberty. “Partnering with Samsung allowed us to reimagine our most iconic prints as living art, infusing them with a new dimension. These works, once found on silk and paper, are now reinterpreted for the home — bringing the spirit of Liberty and the timeless beauty of pattern and print into people’s everyday spaces.”

▲ 2025 The Frame Pro showcases ‘Marina’s Tea Garden,’ from Liberty’s Autumn/Winter 2025 collection. This bold floral pattern has been meticulously recreated to capture the rich colors and subtle tones of gouache brushstrokes. Available as a digital artwork tailored to Samsung Art Store, it brings character, history and a touch of British charm to living spaces everywhere.

Among the 20 Liberty designs featured, standout works include “Artemis,” “Marina’s Tea Garden,” “Fantasy Land,” and “My Grown Up Star,” from Liberty’s Autumn/Winter 2025 collection. Each design is presented as a digital artwork tailored to Samsung Art Store, bringing character, history and a touch of British charm into living spaces everywhere.

“When selecting the right pieces for Samsung Art Store, we were drawn to those that best encapsulate Liberty’s visual language,” Bruach added. “From nostalgic 1930s florals and hand-painted botanicals to eclectic geometric designs and enchanting landscapes, the collection reflects the full spectrum of our creative heritage. Artemis, for example, felt like a natural fit for The Frame — it speaks to the blend of tradition and modernity that defines both our brands.”

“Liberty’s legacy of storytelling makes them a dream partner,” said Roberts. “Our vision for the Art Store has always been to make art and design that brings meaning to people’s lives accessible, and Liberty’s prints bring exactly that — a daily joy and a sense of place.”

This new collaboration underscores Samsung Art Store’s mission to democratize access to global art, with a growing archive of over 3,500 artworks from the world’s most renowned museums and art institutions. Now, with the addition of Liberty’s British classics, a new chapter in which printmaking heritage meets innovation begins.

About Liberty 
Liberty is a movement dedicated to discovery, animated by arts, culture, design and the pursuit of beauty. Liberty is famed for its original curation, directional design and celebration of craftsmanship. In the spirit of our founder, Arthur Lasenby Liberty, we remain unapologetically eccentric and committed to bringing good design to all.

[1] Liberty artworks are available through the Samsung Art Store in all service countries except India.

▲ Hedi Mertens’s Gruppo di quadrati sulla base di un quadrato (1966) shown on Neo QLED by Samsung.

Samsung Electronics, the Official Art TV of Art Basel, today announced the launch of the Art Basel in Basel (ABB) Collection, an exclusive curation of digital art available across Samsung TVs with Samsung Art Store[1]. Representing the most extensive Art Basel collection to date, the ABB Collection introduces 38 curated works from globally renowned artists and galleries—marking a new milestone in Samsung and Art Basel’s mission to bring world-class art to a wider audience.

The ABB Collection stands apart for its emphasis on diversity, with works that span continents, mediums, and voices. For the first time, the collection features representation from an Africa-based gallery, deepening the global reach and cultural richness of the Samsung x Art Basel initiative. Some of this collection will be displayed at the Art Basel, from June 19-22, at Messe Basel in Switzerland[2].

A Curated Vision of Global Expression

Handpicked from over 100 submissions, the 38 pieces in the ABB Collection were carefully curated with a focus on artist diversity, medium variety, and geographic representation. The collection celebrates both emerging talent and established visionaries, aligning with Art Basel’s dedication to championing contemporary art from all corners of the world.

Highlights include:

• Roméo Mivekannin, “Young woman with peonies after Frédéric Bazille” (2023): A compelling reimagining of classical portraiture from a postcolonial perspective.
• Basim Magdy, “An Intergalactic Messenger Teleported us to a Cave Settlement Ruled by Shared Compassion and Humility” (2022): A vibrant exploration of utopian futurism.
• Zandile Tshabalala, “Pink Blossoms” (2024): A powerful portrait celebrating Black femininity and nature.
• Antonia Kuo, “Willo” (diptych) (2024): A striking dual-panel composition that fuses digital manipulation with analog techniques.

The collection also includes works by iconic names such as Jo Baer, Kibong Rhee, and Lynn Hershman Leeson, further enriching the visual and thematic depth of this year’s selection.

Art Cube: An Interactive Hands-on-Experience at Art Basel

▲ Jo Baer’s Untitled (1961-1962) shown on Neo QLED by Samsung.

To further highlight the intersection of art and technology, Samsung will present an interactive lounge titled ArtCube[3] at Art Basel. This immersive showcase will demonstrate how The Frame, MICRO LED, and Neo QLED 8K redefine digital art experiences by displaying artwork—including selections from the Art Basel Collection—with breathtaking detail and depth.

ArtCube invites visitors to engage with the Samsung Art Store’s exclusive collections and freely experience the premium picture quality. Visitors can also make customized portraits of moving art pieces only available through ArtCube’s tailored curation. In addition to the ArtCube lounge experience, Samsung will host a series of panel discussions featuring influential voices from the contemporary art scene, sparking conversations around technology’s expanding role in artistic expression and accessibility.

Strengthening a Cultural Partnership

Samsung and Art Basel have partnered to introduce curated digital collections that began with the 2024 Art Basel Miami Beach, 2025 Art Basel Hong Kong, and now includes the 2025 Art Basel in Basel. Artworks from Art Basel Hong Kong, launched in March, have gained global popularity among Art Store users, ranking them in top 10 most-viewed art pieces[4]. This ongoing collaboration highlights the shared vision of expanding the role of displays as vibrant platforms for storytelling and artistic dialogue.

“With the launch of a new collection in the Samsung Art Store for Art Basel in Basel 2025, we’re thrilled to offer our global audiences new ways to engage with our show,” said Maike Cruse, Director of Art Basel in Basel. Our global partnership with Samsung extends the visitor experience beyond the Messe and into people’s homes—creating new entry points to discover the exceptional artists and galleries that define our flagship fair in Basel.”

Completing a Unique Art Experience on Samsung Art TVs

▲ Lynn Hershman Leeson’s Seduction (1985) shown on Neo QLED 8K by Samsung.

Samsung Art Store offers the best way to transform your TV and elevate your home decor with the perfect piece of art for every season, holiday and mood. You can choose from 3,500+ works of art spanning over 800 artists, including the ABB Collection.

Spanning the Neo QLED 8K, Neo QLED, QLED, The Frame and The Frame Pro, which are powered by Samsung Vision AI for AI-enhanced picture and sound, Samsung Art Store is newly available across the Samsung 2025 TV lineup. These TV models also come with new personalized features that bring users closer to all the shows, movies and sports they love. Across the lineup, Samsung offers more ways than ever to transform TV screens into personalized art galleries.

The Art Basel in Basel Collection is now available exclusively on the Samsung Art Store to all Samsung Art TV users.

For more information, visit www.samsung.com.

About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong and Paris. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms including the Art Basel App and initiatives such as the Art Basel and UBS Global Art Market Report and the Art Basel Awards. Art Basel’s Global Lead Partner is UBS. For further information, please visit artbasel.com.

[1] Samsung Art TV includes MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED, and QLED models starting from Q7F and above.

[2] Event is open to the public from June 19-22, after VIP opening from June 16-18.

[3] Samsung Lounge ‘ArtCube’ is in Halle 1, the main exhibition floor inside Messe Basel.

[4] The information provided is based on the results collected during April 2025.

Samsung Malaysia today announced the nationwide availability of its groundbreaking 2025 AI TV lineup, featuring advanced Vision AI technology that transforms televisions into intelligent home ecosystems. Following strong consumer response during the pre-order phase, the complete range is now available across authorized retailers and Samsung Online Store, with exclusive launch gifts worth up to RM5,017 available from June 2-30, 2025.

The 2025 lineup represents a significant leap in home entertainment technology, with AI-powered features that automatically adapt to viewing conditions, content types, and individual family preferences, effectively transforming Malaysian homes from simple living spaces into intelligent environments that anticipate and enhance daily life.

Whether it’s family movie night, quiet time with your favorite K-drama, or simply setting the right ambiance in your living room, today’s home is more than just space—it’s a reflection of your lifestyle. With the right technology, it can be smarter, more beautiful, and seamlessly in tune with your daily routine.

Intelligence That Adapts to Your World

Powering this transformation is Samsung’s most advanced Vision AI[1] technology, which combines machine learning with computer vision to create viewing experiences that feel naturally intuitive. The system recognizes scenes, faces, objects, and text in real-time, then intelligently adjusts contrast, brightness, sharpness, and sound based on who’s watching, what’s playing, and where your TV lives in your home.

Imagine AI Picture and AI Sound Pro working together to ensure every family member enjoys their content exactly as intended—whether your teenager is gaming with friends or grandparents are catching up on their favorite K-drama. The technology makes content-aware adjustments that keep every scene immersive yet comfortable for the eyes.

The Adaptive Picture Pro feature becomes particularly valuable in Malaysia’s dynamic lighting conditions, automatically fine-tuning visuals as natural light shifts throughout the day. Combined with Glare Free technology that minimizes reflections and distractions, you can enjoy clear, comfortable viewing regardless of room lighting. No more getting up to adjust settings when the afternoon sun hits your screen or when evening falls during your favorite show.

For busy Malaysian families juggling work, school, and social time, the Smart Hub creates personalized spaces for every family member. Each person gets their own curated content recommendations and privacy settings, while EyeComfort Mode automatically reduces blue light during evening hours—perfect for those late-night viewing sessions before bed.

Designed for How Malaysians Really Live

From compact Kuala Lumpur apartments to spacious family homes in Petaling Jaya, the 2025 lineup offers ultra-slim designs and flexible sizing that complement any Malaysian living space. The multi-view options support everything from parents working from home while kids study nearby, to those memorable family karaoke nights that bring everyone together.

Choose the NeoQLED 8k (Q990F/Q900F) for picture clarity so detailed you’ll feel like you’re stepping into the screen, or explore the vibrant OLED models (S95F/S90F/S85F) that make every colour pop with lifelike intensity. For those who appreciate form as much as function, The Frame Pro doubles as stunning wall art when you’re not watching, seamlessly blending technology with your home’s aesthetic.

Complete your entertainment sanctuary by pairing any TV with Samsung’s Q-Series soundbars featuring Q-Symphony technology. This creates surround sound that syncs seamlessly with your TV’s audio, transforming your living room into a private cinema where every whisper and explosion feels precisely balanced.

Buy Now, Thanks Us Later

Samsung’s 2025 AI TVs are now available across authorized retailers and the Samsung Online Store nationwide. To celebrate bringing this intelligent entertainment to Malaysian homes, Samsung is offering exclusive gifts worth up to RM5,017[2] with the purchase of selected 2025 models from June 2-30, 2025.

These aren’t just promotional add-ons – every reward enhances how you experience Vision AI technology:

• Galaxy Tab (worth up to RM4,299)[3] enhances your ecosystem for on-the-go productivity, gaming, or controlling your smart home devices right from your couch.
• Slim Fit Wall Mount (worth RM499)[4] provides sleek, flush mounting that completes your TV’s clean aesthetic and maximizes your living space.
• 1-Year Art Store Subscription (worth RM219)[5] for unlocks over 2,000 pieces from world-class galleries across The Frame, Neo QLED, and QLED models, letting you refresh your display art as often as you change your mood.
• Customizable Bezels (worth up to RM899)[6] for The Frame allow you to swap styles to match seasons, special occasions, or interior updates.

The Ideal Time to Transform Your Home

There’s never been a better time to reimagine your home entertainment experience. The 2025 Samsung AI TVs don’t just offer industry-leading technology—they provide genuine lifestyle value, seamless design, and intuitive experiences that evolve with your family’s needs.

With limited-time gifts worth thousands of ringgit available during this launch window, Malaysian families can get more intelligence, more immersion, and more elegance in their homes while enjoying exceptional value. Your living room is waiting to become smarter, more beautiful, and perfectly tuned to the way you really live.

To purchase, please visit : https://samsung.com/my/tvs/launch/

[1] Samsung Vision AI features are available on 2025 Neo QLED, OLED, QLED (excluding Q6F model) and The Frame as of Q1 2025. Supported models may vary depending on the feature.

[2] The promotion is on a first come first served basis, while stocks last. Terms and conditions apply.

[3] The promotion is on a first come first served basis, while stocks last. Terms and conditions apply.

[4] The promotion is on a first come first served basis, while stocks last. Terms and conditions apply.

[5] The promotion is on a first come first served basis, while stocks last. Terms and conditions apply.

[6] The promotion is on a first come first served basis, while stocks last. Terms and conditions apply.

Samsung Malaysia Electronics today unveiled its 2025 AI TV and premium soundbar lineup, setting a new benchmark for immersive entertainment and connected living. Powered by the advanced Samsung Vision AI platform, the new range delivers hyper-personalised, intuitive experiences – redefining the TV as more than a screen, but as a true smart companion in the home.

“Samsung has always innovated with purpose. With Vision AI, we’re introducing a new era of intelligent screens that learn, adapt, and seamlessly fit into your daily life,” said Mr. Charles Kim, President of Samsung Malaysia Electronics. “This year’s lineup focuses on delivering personalised, immersive, and energy-efficient experiences – all from the comfort of your home.”

Introducing Vision AI: Samsung’s Smartest TV Platform Yet

At the heart of Samsung’s 2025 TV portfolio is Vision AI, the brand’s most intelligent platform yet. Built with deep learning capabilities, Vision AI allows the screen to sense its environment, understand content and user behaviour, and respond with contextual actions in real time.

From gesture recognition to Generative Wallpaper[1] that turns your screen into a personalized art canvas, Vision AI enhances both function and form. With Universal Gesture powered by the Galaxy Watch7, you can navigate your TV without a remote. Shake your wrist to activate pointing mode, pinch to select, make a fist to go back, or rotate the bezel to scroll — all with simple, intuitive movements. Whether you’re relaxing or multitasking, the TV sees, thinks and responds — adjusting brightness to match ambient lighting, reading facial expressions for emotional nuance, and offering seamless control in every moment.

Neo QLED 8K: Intelligent Performance at Its Peak

Leading Samsung’s 2025 lineup is the Neo QLED 8K, headlined by the QN990F. Powered by the NQ8 AI Gen3 processor – Samsung’s most advanced yet – it features 768 neural networks and enhanced on-device AI to analyse and optimise video and audio in real time. This delivers incredible detail, clarity, and immersion in every scene, whether you’re watching native 8K content or upscaled sources.[2]

AI-powered features such as 8K AI Upscaling Pro[3], AI Motion Enhancer Pro, and Real Depth Enhancer Pro deliver sharp visuals, smooth motion, and three-dimensional realism. The TV also features a premium Infinity Air Design with an ultra-slim 13.1mm profile and floating stand. Intelligent modes like AI Customisation Mode, AI Auto Game Mode, and AI Energy Mode further personalise the experience while maximising performance and efficiency.

Expanded Vision AI Across Neo QLED 4K, OLED and QLED TVs

Samsung is extending the power of Vision AI to more homes through its wider Neo QLED 4K, OLED, and QLED lineups. The Neo QLED 4K QN90F, powered by the NQ4 AI Gen2 processor, delivers ultra-precise contrast through Quantum Matrix Technology and Pantone-validated colour accuracy, available in sizes from 65” to 98”. In the OLED range, the S95F features a glare-free OLED panel[4] with 2,000 nits peak brightness and a 165Hz refresh rate, while the S90F offers Motion Xcelerator 144Hz for fluid motion and immersive viewing. The 2025 QLED series brings vibrant colour, rich contrast and personalised smart features — all enhanced by Vision AI — at a more accessible price point for everyday homes.

The Frame Pro 2025: Where Art Meets Innovation

The new The Frame Pro combines artistic elegance with advanced display technology. Featuring Neo QLED Mini LED and powered by the NQ4 AI Gen3 processor, it delivers deeper contrast, brighter highlights, and intelligent upscaling. The Wireless One Connect Box now includes an omnidirectional wireless solution, allowing devices to be connected from any direction — even when placed up to 10 metres away — for a clean, minimalist setup that enhances its art-like design.

With a dynamic refresh rate that adapts to content type, The Frame Pro optimises energy usage whether displaying static artwork or fast-moving scenes. Now enhanced with Neo QLED technology and powered by the NQ4 AI Gen3 processor, it delivers rich contrast and intelligent upscaling – all in a design that looks like a real frame.

Paired with the expanded Samsung Art Store, which now offers over 3,000 curated pieces from global icons like MoMA, Magritte, and Basquiat, The Frame Pro transforms your TV into a personalised gallery. Users can also enjoy 30 refreshed artworks monthly through Art Store Streams, plus access to over 70 complimentary ambient content pieces throughout the year – now accessible across The Frame, MICRO LED, Neo QLED, and QLED models.

Q-Series Premium Soundbars

The 2025 Q-Series soundbar lineup featuring the HW-Q990F, HW-Q930F, HW-Q800F, and HW-QS700F — delivers cinematic audio with Wireless Dolby Atmos and Q-Symphony, which orchestrates your TV and soundbar in harmony for rich, multidimensional surround sound. With AI-driven sound optimisation and seamless TV pairing, Samsung soundbars remain the gold standard for immersive audio.

This year’s updates include a 50% smaller subwoofer for greater placement flexibility — without compromising deep, powerful bass. The HW-QS700F introduces Convertible Fit with a built-in gyro sensor that detects whether it’s on a wall or tabletop and adjusts output accordingly. Its speakers also adapt between front- and up-firing channels for consistent Dolby Atmos quality. Combined with SpaceFit Sound Pro, which calibrates audio to your room’s acoustics, the Q-Series ensures optimised performance in any environment.

Vision AI + SmartThings: Making Life Simpler

Samsung TVs now serve as control centres for smart living. Powered by the updated Tizen OS Home, users benefit from tailored profiles, intuitive navigation, and secure connectivity through Samsung Knox Vault. Plus, with a free seven-year OS upgrade, your TV stays smart and future-ready for years to come.

With SmartThings integration, Vision AI-enabled TVs act as smart hubs, connecting to compatible devices — including those using Matter and HCA protocols. The new 3D Map View gives you a visual layout of your connected home at a glance, while real-time alerts keep you informed. Smart features like Home Insights deliver household updates and safety notifications, and Pet and Family Care adjusts settings for added comfort — like dimming the lights when your child falls asleep. It’s intelligent living, made effortless.

Pre-Order Now and Unlock Exclusive Rewards

Pre-order from 13 May – 1 June 2025 and transform your home with Samsung Vision AI. Enjoy a premium soundbar (worth up to RM6,499)[5] with pre-order selected Samsung AI TVs or a Customisable Bezel (worth up to RM899) with pre-order selected The Frame models[6] — the ideal combination of performance and style.

If you’ve secured a Samsung Reservation+ voucher (RM100) during the registration of interest period, now’s the time to redeem it for up to RM800 in additional savings[7]. Better yet, it stacks with the pre-order deal — making this the ultimate upgrade opportunity.

Here’s how to pre-order:

1. Visit the Samsung Online Store or participating retail outlets nationwide
2. Select your 2025 AI TV model
3. Apply your SR+ voucher (if applicable) and proceed to checkout
4. Redeem your complimentary gifts via the Samsung Redemption Portal from 13 May to 15 July 2025[8]

Experience It Live at the Samsung 2025 AI TV Roadshow

Be the first to witness the future of smart entertainment at the Samsung 2025 AI TV Roadshow, happening from 21 to 25 May 2025 at 1 Utama Shopping Centre (Lower Ground Oval Concourse).

Get hands-on with Samsung’s cutting-edge AI TVs and soundbars, explore Vision AI in action, and enjoy exciting on-ground promotions, hands-on sessions, and personalised consultations designed to help you discover the screen that fits your life best.

Don’t miss your chance to elevate your entertainment setup – visit us and see how smarter viewing begins with Samsung.

[1] Viewing experience may vary according to types of content and format.* Upscaling may not apply to PC connection and Game Mode.

[2] Viewing experience may vary according to types of content and format.* Upscaling may not apply to PC connection and Game Mode.

[3] Viewing experience may vary according to types of content and format.* Upscaling may not apply to PC connection and Game Mode.

[4] UL’s verification validates the ‘Glare Free’ claim by assessing the products against Unified Glare Rating (UGR) testing standards set by the International Commission on Illumination (CIE) and testing standards set by the International Organization for Standardization.* Results based on test conducted under indoor lighting conditions.

[5] The Promotion is on a first come first served basis, and while stocks last. Terms and conditions apply.

[6] The Promotion is on a first come first served basis, and while stocks last. Terms and conditions apply.

[7] The Promotion is on a first come first served basis, and while stocks last. Terms and conditions apply.

[8] The availability of Free Gift is on a first come first served basis, and while stocks last. Terms and conditions apply.

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