“A Storm (Shipwreck)” by Joseph Mallord William Turner on The Frame Pro

Samsung Electronics announced on 6 October 2026 the addition of an exclusive collection of 30 artworks from the British Museum to Samsung Art Store.^[1] Available on compatible Samsung Art TVs, the curated selection features works by John Constable, Joseph Mallord William Turner, and other renowned artists.

Part of the collection are Constable’s English countryside vistas, famous for the artist’s rare ability to portray shifting weather patterns in the sky. Turner’s watercolours, on the other hand, range from stormy seascapes to views of Venice, Rome, and Zurich.

“Samsung is committed to using our technology to make world-class art more accessible to everyone,” said Gwiho Lee, Executive Vice President of the Visual Display (VD) Business at Samsung Electronics. “By welcoming these iconic British Museum pieces to our platform, we are proud to offer our global audience an effortless way to appreciate historic art at home.”

“Fisherton Mill” by John Constable on The Frame Pro

Samsung Art Store subscribers will have access to the British Museum collection and will be able to browse the selection, choose a work to display on their TV, or switch to another art piece whenever they like.

“We’re delighted to work with Samsung to make more of the Museum’s collection available to people at home,” said Lisa San Martin, Interim Commercial Director of the British Museum. “We hope it encourages viewers to explore works they already know and discover others for the first time.”

The launch builds on Samsung’s relationship with the British Museum. Samsung is also a corporate partner of the museum’s “Korea” exhibition which runs from 1 October 2026 to 31 January 2027.

The British Museum collection is now available on the Samsung Art Store in Singapore.

About The British Museum

Founded in 1753, the British Museum was the first national public museum in the world. From the outset it was a museum of the world, for the world, and this idea still lies at the heart of the Museum’s mission today. The collection tells the stories of cultures across the world, from the dawn of human history, over two million years ago, to the present. Objects range from the earliest tools made by humans and treasures from the ancient world to more recent acquisitions from Africa, Oceania and the Americas, the Middle East, Asia and Europe, as well as the national collections of prints and drawings, and coins and medals.

The British Museum  communications@britishmuseum.org

_{^[1] Samsung Art Store subscription required. Subscription fees apply. Artwork availability and collection contents are subject to change at any time without notice or user notification.}

Between managing energy bills, keeping the fridge stocked, and staying on top of household chores, running a home can sometimes feel like a full-time job. But what if your home could help manage those tasks for you?

Powered by SmartThings^[1], Samsung TVs and Bespoke AI appliances come together to deliver a smart home experience through one connected ecosystem. This single platform allows you to monitor devices, automate routines and optimise everyday tasks, creating a home that adapts to your lifestyle so you can fully enjoy moments at home without worrying about the next task.

Whether you’re looking to reduce energy consumption or simplify chores, SmartThings work quietly in the background to enable better living.

What’s the best way to reduce energy use and effort on household chores?

The Bespoke AI Laundry Combo automates washing and drying for your laundry, with effective energy use through AI Energy Mode in SmartThings Energy^[2]

Laundry is one of the most time-consuming household chores, often requiring a lot of attention while draining significant amounts of energy. Samsung’s Bespoke AI laundry solutions are designed to simplify laundry care while optimising energy consumption throughout the washing and drying process.

Do the Smart Thing with SmartThings: Activate AI Energy Mode^[3] on your Samsung Bespoke AI Laundry Combo to automatically reduce energy consumption by up to 60%^[4] per wash cycle and by up to 30% per drying cycle^[5].

While you get on with other tasks, your Bespoke AI Laundry Combo takes care of the laundry efficiently:

• Smarter laundry with less effort: AI Wash & Dry on the Bespoke AI Laundry Combo automatically detects the weight of each load and adjusts water usage, detergent dosage, and cycle duration accordingly^[6].
• Intelligent, laundry care: Heatpump Drying Technology on the Bespoke AI Laundry Combo recycles warm air during drying, reducing unnecessary energy usage up to 75%^[7].

How can I keep groceries fresh and stay on top of my kitchen?

Keep your groceries fresh and save energy with the Bespoke AI Refrigerator Family Hub

We’ve all been there – finding ingredients in the fridge that are no longer fresh when you finally need them. With the Bespoke AI Refrigerator Family Hub and SmartThings, homeowners gain greater visibility and control over one of the major appliances in their home.

Do the Smart Thing with SmartThings: Enable SmartThings notifications such as Door Open Notification^[8] to receive alerts whenever the refrigerator door is accidentally left ajar, helping prevent cold-air from escaping unnecessarily and affecting freshness of any food inside.

From keeping ingredients fresh to providing convenient access to recipes and connected devices, your Bespoke AI Refrigerator Family Hub supports everyday life in more intelligent ways:  

• Always ensure your food stays fresh: AI Precise Cooling on the SmartThings app^[9] monitors door-opening frequency throughout the day and schedules defrost cycles during low-traffic periods, reducing internal temperature fluctuations to keep food fresher for longer.
• Get recipes and all other information you need: The built-in 9″ Family Hub^[10] extends the SmartThings experience by providing access to connected Samsung devices, apps, recipes and home controls directly from your refrigerator door.

How do I stay cool all day without worrying about electricity costs?

Enjoy all-day, energy-efficient comfort with the Bespoke AI WindFree Air Conditioner

When temperatures rise, staying comfortable often means relying more heavily on air conditioning. The challenge is keeping your home cool constantly without worrying about electricity consumption.

Introducing the Samsung Bespoke AI WindFree Air Conditioner, a split-system air conditioner that gently and evenly disperses air to cool the room, creating a comfortable environment without the unpleasant feeling of cold wind on your skin^[11].

Do the Smart Thing with SmartThings: Set up Away Mode^[12] within SmartThings to automatically switch off selected connected appliances when you leave home. Using geofencing technology, SmartThings can detect when household members are away and help prevent unnecessary energy consumption.

While you are relaxing comfortably, your Bespoke AI WindFree Air Conditioner keeps high costs at bay:

• Intelligent energy use savings: AI Energy Mode^[13] continually analyses usage patterns and environmental conditions to optimize compressor operation, making efficient adjustments for all-day comfort while reducing excessive energy use.

Can I set up a smart home easily with just my TV?

Seamless control of your smart home, from your Samsung TV

When you think about smart homes, you might imagine additional hubs, sensors and expensive setups. In fact, your smart home journey can begin with a device you already have at home.

Other than the SmartThings app on your mobile phone, many Samsung TVs enable users to control and optimise compatible Samsung devices for a more tailored and smarter lifestyle^[14].

Do the Smart Thing with SmartThings: Open the SmartThings app on your Samsung TV to expand your TV’s role in managing connected Samsung devices throughout your home, directly from the dashboard.

The true value of a smart home is not simply having more smart devices. It is having devices that work together seamlessly. With SmartThings at the center of the experience, your Samsung TV and Bespoke AI appliances become part of a connected ecosystem that helps automate everyday chores and simplify household management.

Whether you’re looking to elevate life at home, or find smarter ways to manage everyday routines, Samsung’s connected devices and appliances work seamlessly behind the scenes to simplify household management, so you can spend less time working on tasks and more time enjoying life at home.

_{^[1] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.}

_{^[2] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.}

_{^[3] Available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required. Can be applied when the selected washing temperature is 20~40°C. Based on internal testing on the WW11BB944AGB model in normal usage conditions. Results: Power consumption without AI Energy Mode = 0.539 KWh. Power consumption with AI Energy Mode = 0.145 KWh. Results may vary depending on the actual usage conditions.}

_{^[4] Based on internal testing of the cycle time when drying an IEC 3 kg load with Cotton cycle. Results: Bespoke AI Laundry Combo model with a heat pump (WD*0****H***) = 78 minutes vs. WD21B6400KV/** combo model with a condenser = 202 minutes, which is a reduction of 60%. Individual results may vary based on actual load contents.}

_{^[5] Based on internal testing and verified by KATRI with IEC 3kg on AI Wash & Dry cycle with AI Energy Mode ON.}

_{^[6] AI Wash & Dry+’s detection and sensing capabilities are based on our deep learning models trained using predefined set of data and may yield inaccurate or incorrect results. New datasets may be introduced to our learning models from time to time to enhance its accuracy.}

_{^[7] Based on internal testing and verified by KATRI (Korea Apparel Testing Research Institute) of the cycle energy consumption when drying an IEC 3kg load with Cotton cycle. Results: BESPOKE AI Laundry Combo model with a heat pump (WD21B6400KV) = 0.8kWh vs.  WD21B6400KV/** combo model with a condenser = 3.6kWh, which is a reduction of 75%. Individual results may vary based on actual load contents.}

_{^[8] Available on Android and iOS devices. Wi-Fi connection and login to Samsung account required.}

_{^[9] When the AI precision cooling is activated, the refrigerator usage pattern is analyzed, and the defrosting is initiated when the doors are not opened frequently to help minimise the refrigerator’s temperature fluctuations and ensures optimal performance. Actual results may vary depending on individual use.}

_{^[10]  A Wi-Fi connection and a Samsung account are required to access the AI Home, our network-based service, including apps, and other smart features available through your refrigerator. You may need to use a separate device e.g., your laptop/desktop or mobile device, to create/log into a Samsung Account. If you choose not to log-in, you will not be able to enjoy any features available on the AI Home, such as the services available on the SmartThings App and the phone call features. Recipe recommendations and Bixby accessible through the AI Home utilise AI (based on deep learning models, which may be updated periodically to improve accuracy). To access your AI recipe recommendations, click on the ‘Food’ service within the SmartThings App in the AI Home menu. The AI Home screen activates only upon touch. Appliances must be connected to the refrigerator via the SmartThings App and using the same Samsung account. Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.}

_{^[11] Based on internal testing. Tested on the AR12TXCAAWKEU model compared with the Samsung conventional AQ12EASER model, measuring the time taken to reduce the room temperature from 33°C to 25°C. **Based on internal testing. Tested on the AR12TXCAAWKNEU model. WindFree mode generates only 23dB of noise, compared to 26dB with the Samsung conventional model.}

_{^[12] The Welcome & Away Care (energy saving notification) function uses smartphone Geofencing and GPS to determine whether you are close to your personal set location.}

_{^[13] Based on internal testing on the AR07D9181HZ3 model. The compressor’s indicated frequency is reduced by 27% using the compressor’s lowest output control, which is reduced from the existing 15rps to 12rps (may differ by model).. Requires the use of the SmartThings App and a Samsung account. Actual savings may vary by usage patterns and environment.}

_{^[14] Available technology, functions and features may vary by country, service provider, network environment or product, and are subject to change without notice. Requires a Wi-Fi, Bluetooth or other wireless network connection and login to Samsung account. Connected devices are sold separately. UI is subject to change without prior notice.}

Samsung Electronics Singapore today announced that it has entered a collaboration with Fraser Residence River Promenade in Singapore to pilot AI-enabled hospitality experiences.

Guests can experience Samsung-powered smart rooms – from room and lighting settings to supporting everyday chores – thanks to the latest Samsung devices powered by SmartThings. These rooms will be available for booking from 1 October 2026 via Frasers Residence River Promenade website.

From smart homes to smart, intuitive hospitality experiences

As technology becomes increasingly integrated into everyday routines, consumers are moving beyond standalone smart devices towards connected experiences where products work seamlessly together.

Such experiences are also what draws travelers into making a booking with a property. In a recent study by Amadeus, 74% polled were said to be keen to have their trips personalised. They are also more willing to spend on room elements or add-on services that appeal to their travel needs. Through this pilot, Samsung aims to showcase a connected living adapted for hospitality environments.

In addition, Singapore’s strong digital connectivity and consumers’ readiness to embrace new technologies offers an opportunity to pilot connected hospitality experiences and explore how these innovations can enhance everyday guest stays

“At Samsung, our vision is to bring AI to all, where our technology and solutions work seamlessly together to help simplify everyday experiences. Through this pilot with Frasers Hospitality, we want to be able to showcase our vision of AI Living in a thoughtful and meaningful way, where guests can experience how connected experiences powered by SmartThings can transform their stays,” said Jeffrey Hahn, President, Samsung Electronics Singapore.

Samsung smart rooms deliver smart, personalised experiences

 The pilot comprises three smart rooms across One-Bedroom Deluxe and Studio Deluxe units. Designed around Samsung’s connected ecosystem, the rooms bring together Samsung TV and audio products, home appliances and Galaxy devices through SmartThings, alongside compatible connected technologies.

Guests will experience a range of Samsung products, including The Frame Pro and Mini LED TVs, Galaxy Tab S11, Music Studio 5 speakers and Bespoke AI laundry appliances. Together, these products and connected devices are designed to work as one ecosystem, supporting different moments throughout a guest’s stay.

At the heart of the experience is a series of connected routines designed around key guest moments. From welcoming guests upon arrival and helping them ease into the day, to creating the right ambience for entertainment or winding down at night, SmartThings enables connected devices across the room to work together seamlessly in the background.

Rather than functioning as standalone products, the smart ecosystem responds to different guest needs throughout their stay, demonstrating how connected living can potentially enhance convenience and comfort in a hospitality setting.

Book your smart stay today

For consumers interested in experiencing the pilot smart rooms at Fraser Residence River Promenade, they can book their stays via https://www.frasershospitality.com/en/singapore/fraser-residence-river-promenade-singapore/samsung-smart-rooms from 1 October 2026.

Samsung Electronics today announced that aespa’s “2026-27 aespa LIVE TOUR – SYNK : COMPLæXITY in SEOUL” will premiere 26 September on Samsung TV Plus across Korea, Singapore, India, the Philippines, Thailand, Australia, and New Zealand. The concert content will air every Saturday at 7pm KST (6pm SGT) through Oct. 24 as part of the Monthly SM Concert series.^[1]

“K-pop concerts bring together powerful performances, striking visuals, and the energy of fans, and the viewing experience should reflect all of those elements,” said Gwiho Lee, Executive Vice President of the Visual Display Business at Samsung Electronics. “Through the Monthly SM Concert series, Samsung is combining premium entertainment with our TV technologies to give fans a more immersive way to experience the artists and performances they love from home.”

Samsung TV Technology Makes Every Seat Feel Like Front Row

Samsung TVs are equipped with Samsung Upscaling technology to enhance lower-resolution content for sharper, more detailed viewing. For the aespa concert, the technology helps bring greater clarity to the scale of the stage production, choreography, and visual effects.

Complementing the picture, Eclipsa Audio, the 3D audio technology developed by Samsung and Google, optimises spatial sound for the playback environment to deliver a more immersive listening experience.^[2] From music and vocals to the energy of the audience, Eclipsa Audio adds greater depth and dimension to the performance, helping bring the atmosphere of the concert into the home.

Together, Samsung’s picture and audio technologies elevate the at-home concert experience, bringing viewers closer to the feeling of being at the performance.

Samsung TV Plus Brings aespa’s Latest Concert to Fans at Home

The aespa premiere marks the latest instalment of Monthly SM Concert, Samsung TV Plus’ collaboration with SM Entertainment that brings a new SM artist concert to viewers each month. Launched earlier this year, the series creates a recurring destination for K-pop fans to experience concert premieres and encore programming from home.

Samsung TV Plus offers the series subscription-free, expanding access to SM Entertainment performances on the big screens at home. With aespa featured from 26 September through 24 October, Monthly SM Concert continues to build a regular Saturday viewing experience for K-pop fans across participating markets.

For more information on Samsung TV Plus, visit here.

_{^[1] The aespa concert will air from 26 September 2026 through 24 October 2026, every Saturday at 7 p.m. KST. The concert broadcast will be available on STN (Samsung TV Network) in Korea and the SMTOWN channel in Korea, Singapore, India, the Philippines, Thailand, Australia, and New Zealand.}

_{^[2] Eclipsa Audio is a 3D audio technology jointly developed by Samsung Electronics and Google and based on the Immersive Audio Model and Formats (IAMF) open standard. Eclipsa Audio playback requires supported content and a compatible Samsung TV.}

Across Southeast Asia and Oceania, consumers have been quick to embrace technology that makes everyday life simpler. From digital commerce and mobile payments to super apps and connected services, digital experiences are now integral to how people shop, communicate, work and manage daily life.

That same expectation is shaping how people approach artificial intelligence. As the world commemorates AI Appreciation Day this July, the shift is clear: AI is moving from experimentation into everyday use. People are beginning to expect AI to help them work, communicate, make decisions and move through daily life with greater ease.

The more embedded AI becomes in our lives, the more its value will be measured by how meaningfully it improves everyday experiences. The next phase of AI, which we will be unveiling at Unpacked on 22 July in London, will not be defined by technical capability alone, but by how naturally it fits into different lifestyles, understands individual needs and removes friction from daily routines.

From AI Tools to Connected Experiences

For years, technology evolved device by device. Each served a specific role: mobile phones for communication and productivity, wearables for health and activity insights, televisions for entertainment, and appliances for household routines.

Each device only supports one part of the user’s day. But when connected through AI, they can work together in ways that are more responsive to context and easier to act on.

SmartThings is central to making this possible. By bringing devices, services and partners into one connected ecosystem, it helps turn the intelligence offered by individual features into seamless experiences that are more natural and relevant in real-world scenarios.

Consider a young professional managing a fast-paced day, where even small decisions can add to the mental load. With AI Vision, our Bespoke AI Refrigerator Family Hub can help track fresh produce and packaged goods^[1], alert users^[2] when frequently used items are running low, and make grocery planning easier.

That same support extends to well-being. SmartThings integrates with Samsung Health to provide sleep environment insights through Galaxy devices like the Galaxy Ring, while Galaxy Watch features such as Running Coach can analyse running performance data and customise training programmes for users working towards their fitness goals. And as the user unwinds after a long day by watching their favourite shows on TV, Samsung Vision AI extends intelligence to the screen, helping the TV adapt to viewer preferences and make entertainment easier to discover, personalise and enjoy.

Together, these experiences show the broader promise of AI: making daily life easier not through one device acting alone, but through an ecosystem that understands context and can offer personalised responses to people’s needs.

Mobile as the Primary Gateway

Although AI now connects more devices across daily life, mobile remains the primary gateway. The mobile phone links people to the services, content, devices and relationships they rely on daily.

This is where agentic AI becomes especially important. As intelligence grows more contextual, mobile devices are evolving from a tool people use to search, message and browse, into an interface that helps them understand what matters, suggests the next step and completes everyday actions with less effort.

Galaxy AI is designed for this next phase of mobile AI. Instead of asking users to manage every task manually, it can surface suggestions for what comes next^[3]. Mobile AI becomes most useful when its intelligence is built directly into the device experience itself.

Consumers in Southeast Asia and Oceania welcome the benefits and recognise the potential of AI but their trust needs to be earned. To deeply embed AI into daily life, consumers must be assured that their data stays safe and that they are in control. Galaxy AI is designed to protect personal information by keeping sensitive data close to the user, while giving users clear visibility and choice over how their data is used to power AI experiences. As AI expands across the connected ecosystem, Samsung has also extended Knox Matrix, its cross-device security platform, to provide a unified layer of protection across home appliances, mobile devices and TVs.

We are still in the early stages of this transformation. With AI becoming more widespread in daily life^[4], new form factors will shape how people see, use, and act on information. Foldables are an important part of that future. A screen that flexes and unfolds gives AI greater flexibility to support multiple tasks, richer content and more contextual experiences at once.

At the upcoming Galaxy Unpacked, we will share more on how this vision is coming together.

The next chapter of AI will not be defined by how much more technology people must manage. It will be defined by how naturally intelligence fits into everyday life, helping people live, work, and connect more easily.

_{^[1] A Wi-Fi connection and Samsung Account are required. Service availability, supported functions, and accuracy may vary by country, language and device model. If a food item is not recognisable, it may be listed as an unknown item. AI Vision cannot identify or list any food items in the freezer. Recognition uses AI models that may be updated periodically to help improve performance. User may need to manually check and adjust the list to ensure its accuracy.}

_{^[2] Available through the SmartThings app, available on Android and IOS devices. A Wi-Fi connection and Samsung Account are required. Both devices must be signed in with the same Samsung Account.}

_{^[3] Features may require a Samsung Account login. Available functions and features may vary by country, region, and language. May change without notice. Accuracy of results is not guaranteed.}

_{^[4] Samsung Youth survey on AI use: https://news.samsung.com/sg/samsung-insights-youths-in-southeast-asia-are-high-adopters-of-ai}

Entertainment is no longer confined to a single place. Today’s viewing journeys unfold across different screens, moments and contexts.

A show may begin with a clip, a trailer shared in a group chat, or a recommendation that arrives mid-scroll. This is not fragmentation. It is how modern viewing works. The more interesting question is not how many screens we use, but what each screen does best, and why despite the plethora of display options made available to consumers, the TV continues to hold a special place in how people experience entertainment at home.

According to Samsung’s 2025 Southeast Asia and Oceania (SEAO) TV Awareness Survey^[1], 65% of the region’s consumers watch TV daily. It’s clear that even as viewing journeys happen across more screens, TV remains part of the everyday rhythm in many households.

From Discovery to Presence

Mobile plays an important role in the viewing journey. It is always within reach, making it suitable for discovery, quick viewing, social sharing, and entertainment on the go.

At the same time, some viewing moments are especially suited for the big screen as TV brings scale, comfort and shared presence to entertainment experiences at home.

For instance, watching a live sports match on the big screen can bring the excitement from the stadium into living rooms. With features like AI Soccer Mode^[2], sound and picture are optimised so viewers can enjoy every single bit of the gameday action from the comfort of their homes. This is why close to 40% of SEAO Smart TV users mirror, cast or stream from their phone to the TV1, showing how consumers value the flexibility of mobile viewing while appreciating the big screen experience.

Rather than choosing between screens, consumers are moving fluidly across them. Mobile devices offer mobility and immediacy, while TV brings scale, comfort, and presence.

A Smarter Way to Navigate Entertainment

Modern viewing no longer begins only when someone turns on the TV. It often starts elsewhere, before making its way there. The role of the Smart TV is to make that transition feel seamless, intuitive and coherent.

That is why the interface matters as much as the display. Viewers should be able to move easily between entertainment, apps and experiences.

Samsung’s One UI Tizen^[3] reflects this shift by making everyday entertainment smoother to navigate. Viewers can easily access apps, customise the home screen, stream content, and enjoy gaming through built-in smart features, creating a TV experience that feels intuitive, personal and connected. With up to seven years of OS upgrades^[4], our TVs are future-proof and kept up to date with security enhancements and performance improvements.

Furthermore, Samsung Smart TVs support the way people move between screens. They allow users to conveniently mirror mobile content on the TV, use Multi View to watch TV and mobile content at the same time, display personal photos, and use the phone as a remote control.

Where the Moment Comes to Life

Once the journey reaches the TV, the screen determines how the moment lands. This is where picture, sound and intelligence work together.

Features^[5] such as Glare Free, HDR10+, and Object Tracking Sound+ (OTS+) help shape how entertainment feels on the big screen. For instance, whether with daylight or indoor lighting, our advanced anti-glare technology reduces reflections to a barely noticeable level, so that viewing experiences stay clear, comfortable, and uninterrupted. Meanwhile, HDR10+ uncovers delicate details across deep shadows to vibrant highlights, bringing greater dimension and immersion to each scene. Additionally, OTS+ helps sound follow on-screen movement for a more immersive audio experience.

Samsung Vision AI^[6] adds another layer by enabling the TV experience to adapt more intelligently to content and environment. Through AI Customisation Mode, AI Optimised Mode and AI Sound Controller, the TV can enhance visual detail, fine-tune audio and adjust settings to better match what viewers are watching and where they are watching it.

As a result, films feel more cinematic, with light, shadow and colour carrying greater depth. Live matches feel more immediate, as motion and sound bring the room closer to the action. Gaming feels more immersive when the screen keeps pace with every moment. At its best, TV quietly enhances the experience, helping viewers stay immersed in the content and the moment.

On TV models^[7] supporting Vision AI Companion^[8], users can easily pull up related information and content recommendations, activate AI-powered picture and sound enhancements, and access AI apps and features directly on the TV with a long-press of the Home button on the remote control.

The journey does not have to end when viewing stops. Samsung’s The Frame extends the role of TV beyond entertainment by allowing the screen to remain an integral part of the room when not in use.

The Frame can display renowned pieces that transform the screen into a personal gallery, reflecting individual tastes and complementing the style of the home. Through the Samsung Art Store^[9], users can access more than 5,000 selections from world-famous artists and institutions, with collections that continue to evolve and expand across different genres and themes.

Recent collaborations include the partnership with the San Francisco Museum of Modern Art, which bring celebrated works by artists such as Diego Rivera and Piet Mondrian into the home. The Art Basel Hong Kong 2026 Collection also features works from emerging and established contemporary artists, imbuing the energy and creativity of their work into everyday living spaces.

This makes The Frame more than a screen for watching content. It becomes part of how people shape their spaces and appreciate art as another form of everyday entertainment.

The Right Screen for the Right Moment

The modern viewing journey does not depend on one screen doing everything. It is contingent on each screen playing its role at the right moment. Mobile helps the journey begin through discovery, immediacy and spontaneous moments. TV is where that journey becomes more focused, immersive and present.

In the multi-screen era, the TV complements the way we use devices. It gives entertainment a place to land and its presence can elevate a space. The journey may start anywhere and the big screen is where it all comes together.

_{^[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025}

_{^[2] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region.}

_{^[3] One UI Tizen: Content and services may vary by region and are subject to change without notice. Agreement to Smart Hub Terms and Conditions and Privacy Policy is required before use. Some content and services require registration and subscription. Requires Samsung account.}

_{^[4] Tizen OS upgrades will be supported for up to 7 years starting from release year, for TVs released in the year 2026. Please note that this upgrade does not cover the TV’s hardware performance, features or durability. Upgraded features may vary depending on the specifications and model. Requires internet connection. Data charges may apply. Due to hardware specifications, the 7-year OS upgrades apply only to Samsung TVs released after 2023. Accordingly, support may vary depending on model, region, product launch year and other factors.}

_{^[5]Features and availability may vary by model and region}

_{^[6] Supported models may vary depending on the feature.}

_{^[7] Samsung Vision AI Companion is integrated across nearly Samsung’s entire current 2026 and 2025 TV line-up, including Micro RGB, OLED, Neo QLED, Mini LED TVs and The MovingStyle, and Smart Monitors line-up. Availability of Vision AI Companion may vary depending on market and model.}

_{^[8] Feature available in certain regions and models. Availability, supported features, and user interface may vary by country, region, model and viewing conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. This feature provides AI-created content, with accuracy not guaranteed — please check results. Requires certain Bluetooth remote (sold separately on some models). In-box remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible via the AI button, or the Home button (long press) on remote control without an AI button. Go to feature}

_{^[9] Paid subscription required. Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate [connected] computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.}

Designed to seamlessly blend art, technology and design, the 2026 Samsung The Frame Pro and The Frame transform the TV from a screen into a statement piece. Whether displaying artwork from a world-renowned exhibition, showcasing personal photographs, or delivering immersive entertainment, Samsung’s Art TVs are designed to complement modern living spaces while elevating everyday experiences.

Curious how an Art TV can transform your living space? Here are three ways Samsung’s 2026 The Frame Pro and The Frame bring together premium display technology, world-renowned art and thoughtful design to elevate the modern home.

1. A Personal Gallery with World-Renowned Art

Bringing art into the home has never been easier. Homeowners now have more opportunities than ever to discover, curate and enjoy artwork without leaving their homes.

According to Samsung’s 2025 Southeast Asia and Oceania TV Awareness Survey^[1], 78% of regional consumers familiar with The Frame agree that it is equipped with the latest technology. Samsung’s 2026 The Frame Pro and The Frame go beyond traditional television experiences with innovative Art TV features that bring world-renowned artworks directly into the home:

• The Samsung Art Store features more than 5,000 works from over 800 artists and more than 80 global partners — including collaborations with Moomin and Art Basel 2026.
• Art Store Streams^[2] deliver a curated collection of 30 complimentary artworks every month, refreshed around new themes and artistic styles.
• The new The Frame 98” bring a new scale of immersion with its majestic screen, transforming living spaces into private galleries.

2. Premium Entertainment for Every Home

While The Frame is known for its artistic appeal, it is also designed to deliver premium entertainment experiences for everyday viewing. The survey found that 76% of consumers aware of The Frame associate it with exceptional picture quality, while 75% view it as a premium and high-end TV.

The 2026 line-up delivers on these expectations through a combination of advanced display technology and intelligent experiences.

Exceptional Picture Quality

• Neo QLED 4K and Neo Quantum HDR on The Frame Pro bring every image to life with brilliant colour, remarkable depth and ultra-precise contrast.
• Quantum Mini LEDs that precisely control light for deeper contrast and sharper detail.
• Real Quantum Dot technology that produces more vibrant, true-to-life colours.

Smarter Viewing with Samsung Vision AI Companion

Beyond picture quality, The Frame Pro and The Frame are equipped with Samsung Vision AI Companion, Samsung’s integrated AI platform designed to make the TV more intuitive and context aware.

Through a dedicated AI button or a long-press of the Home button^[3] on the Samsung smart remote, users can interact with content in new ways, from learning about characters and plotlines to controlling playback through voice commands.

Designed for Art and Entertainment

Whether displaying artwork or streaming a movie, both The Frame models are designed to deliver a comprehensive viewing experience.

• Glare Free display^[4]keeps distractions to a minimum, reducing reflections while preserving vivid colour and brightness.
• Q-Symphony, which synchronises compatible Samsung TVs and soundbars for richer audio experiences.
• Samsung TV Plus, Samsung’s free ad-supported streaming service provides access to over 4,300 channels across 30 countries^[5], allowing users to enjoy diverse content at no additional cost.

3. Designed to Elevate Every Living Space

A television is more than an entertainment device these days, it is also part of the home’s overall design. 75% of consumers familiar with The Frame associate it with an elevated look and feel. Designed to complement modern interiors, the TVs seamlessly blend form and function through:

• Modern Frame Design that resembles a framed artwork.
• Customisable magnetic bezels^[7] that snap on easily to suit different interior styles and personal preferences.

With the Wireless One Connect^[8], The Frame Pro connects wirelessly to a separate box that can be placed up to 30 feet away from the TV, keeping cables out of sight and creating a cleaner, more refined set up.

Both TVs can also be mounted nearly flush against the wall using Samsung’s Slim Fit Wall Mount, helping it resemble a framed artwork rather than a traditional television.

Whether serving as a statement piece in the living room, displaying artwork throughout the day, or providing immersive entertainment for movie nights, Samsung’s 2026 The Frame Pro and The Frame are designed to integrate naturally into modern homes, bringing together art, technology and thoughtful design in a single experience.

The latest models are now available in Singapore. Visit https://www.samsung.com/sg/lifestyle-tvs/the-frame to explore the full lineup, including available sizes, customisable bezel options and the latest promotions. 

_{^[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Findings in this article are based on respondents who answered the relevant question (N = 1,199)}

_{^[2] Availability may vary by country. The time at which the 30 artworks are delivered each month may vary by region. The timing and frequency at which the artwork are delivered may vary by region. The number of free artworks delivered is subject to change without notice.}

_{^[3] Users will need to review and accept the Privacy Notice the first time they use the service.}

_{^[4] Based on testing standards set by UL, i.e., UGR<10 for reflection glare, UGR<22 for discomfort glare, UGR<34 for disability glare.}

_{^[5] Samsung Account required. Computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections available. Channels may vary by location and are subject to change.}

_{^[6] Validation for TV colour accuracy that expresses the same colour under standard light source (D65 based) with paper texture. (Error within ΔE ≤ 3.0 level that a person cannot feel colour difference)}

_{^[7] Customisable Frame sold separately. Supported Customisable Frame line-up may vary by country.}

_{^[8] 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.}

The TV plays a defining role at the heart of modern homes. It’s where people come together, shaping the mood for movie nights, offering background comfort in quiet moments, and anchoring the room when friends gather. As the TV is always visible and always present, it is expected to do more than entertain. It needs to be immersive when the moment calls for it, and seamlessly present when not in use.

Four Everyday TV Moments in Singaporean Households

	1. Movie Night: When Performance Comes to life   When expectations rise, so must streaming quality. Picture clarity, colour accuracy and immersion have become essential — and movie night is when those demands are at their highest. Cinematic colour gradient and the texture of sound all depend on a TV that can faithfully reproduce what filmmakers intended.
Did you know? In Samsung’s 2025 Southeast Asia & Oceania (SEAO) TV Awareness Survey[1], 70% of respondents say high-quality content delivery is a top priority when choosing a new TV.
Designed for This Moment Powered by the Micro RGB AI Engine Pro[2], every frame on the Micro RGB TV is processed with vivid colour and clarity. Meanwhile, Dolby Atmos® multidimensional sound brings films alive with depth, drama and emotion you can hear and feel.Beyond on-screen performance, Samsung’s Vision AI Companion[3] — a multi‑agent platform combining Large Language Model-powered intelligence with Bixby to support natural conversations enables viewers to enjoy smarter and more intuitive interactions, like asking questions and exploring content in real-time without interrupting their viewing experience.

	2. Tranquil Moments: When Presence Matters As homes become more multi‑functional, the TV is more than just a screen — it’s part of the space. How it looks when turned off, how it blends into the room’s aesthetic, and how it complements everyday living now matter just as much as its on‑screen performance.
Did you know? 75% of respondents who are aware of The Frame expressed a preference for its design[1].
Designed for This Moment The Frame Pro’s screen transforms into a canvas with Art Mode[4] — giving users the choice to select pieces from a curated selection of world-renowned artwork from the Art Store[5] . Paired with a refined, Modern Frame Design and Glare Free screen, premium art can be enjoyed anytime from the comfort of home.

	3. Wind-Down Moments: When Responsiveness Matters Late in the evening, the mood shifts. Gaming becomes immersive as the room darkens and the screen takes over. In these moments, responsiveness matters most, and the best experience is when the tech can keep up with all the exciting action.
Did you know? 1 in 4 TV owners in SEAO pair their screen primarily with a gaming console — making responsiveness and picture precision key considerations at purchase[1].
Designed for This Moment excel in delivering an immersive viewing and gaming experience. With deep blacks, clean whites and lively colours, every scene stays crisp and focused — even in darker, more intimate settings. Built for ultra-smooth gameplay, gamers can enjoy exceptionally fluid visuals and sharp clarity during fast‑paced action.

	4. Match Day and Hosting: When the Room Comes Alive   When friends come over, the TV often becomes the focal point of the home. Every extraordinary goal, every nail-bitingly close call, every tense replay can be felt together on the sofa. The TV doesn’t just show what’s happening; it sets the atmosphere for the whole experience.
Did you know? Nearly 70% of SEAO respondents say the most cinematic and immersive experience possible is an important factor in their next TV purchase[1].
Designed for This Moment This is where Mini LED makes a difference. With intelligent picture and sound tuning, the action feels immediate and alive — placing you right in the heart of the stadium while you lounge on your couch. AI Football Mode[6], available on the 100″ M90H, M75H, as well as other selected Samsung AI TVs like the, QN70H, and more, delivers a more exciting gameday experience with optimisation of picture and sound to bring the atmosphere of the stadium into your living room.   Additionally, the AI Sound Controller[7] lets you personalise your listening experience – adjusting voice and background levels for whatever you’re watching, so you can choose to focus on the elements that matter most to you.

What This Means for Choosing a TV Today

Choosing a TV today is no longer just about specifications or size. It’s about finding a screen that adapts to every moment, complements every space, and elevates your entertainment experiences. In 2026, Samsung’s line-up of AI Televisions will continue to deliver superior picture quality, together with smarter and more personal experiences.

_{^[1] Samsung 2025 SEAO TV Awareness Survey. N = 2,000 respondents across 8 Southeast Asia and Oceania markets. Fieldwork: November 2025.}

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

_{^[3] Feature available in certain regions and models. Availability, supported features, and user interface may vary by country, region, model and viewing conditions. Voice commands recognise English, French, Spanish, Portuguese, German, Italian, and Korean, but not all accents, dialects, and expressions are recognised. This feature provides AI-created content, with accuracy not guaranteed — please check results. Requires certain Bluetooth remote (sold separately on some models). In-box remote for some models does not support voice recognition. Requires either a Mobile Quick Remote or separately purchased Bluetooth remote. Feature accessible via the AI button, or the Home button (long press) on remote control without an AI button. Go to feature}

_{^[4] Samsung Account log-in and Wi-Fi connection are required. Includes free 30 refreshed artworks monthly through Art Store Streams and over 70 ambient content supported complimentary throughout the year. Paid subscription required to enjoy all the art from the Art Store.}

_{^[5] Samsung Account required for network-based smart services, including streaming apps and other smart features. Separate [connected] computer, mobile or other device may be necessary to create/log in to Samsung Account (free to download and create). Without Account log in, only external device connections (e.g., via HDMI) and terrestrial/over-the-air TV (only for TVs with tuners) available.}

_{^[6] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region.}

_{^[7] Feature availability and performance may vary depending on the content viewed and the apps used. Features and availability may vary by model and region.}

Mark your calendars for the highly anticipated Samsung x LazMall Super Brand Day on 21 May. Returning for its ninth edition, the annual online sales event will present Samsung’s latest innovations at special prices for one day only. This year’s theme, “Dream Deals”, brings exclusive promotions across Samsung’s ecosystem of mobile devices, home appliances, TVs and displays – bringing even more value to consumers in Singapore.

Held in partnership with Lazada, one of the leading eCommerce platforms in Southeast Asia, the Samsung x LazMall Super Brand Day invites shoppers to enjoy limited-time offers on some of Samsung’s most sought-after products.

The Super Brand Day will include Samsung’s most intuitive Galaxy AI phone yet, the Galaxy S26 Series, designed to elevate everyday mobile use with its powerful performance, industry-leading camera systems, and advanced AI features. Also featured during Super Brand Day will be the Galaxy S25 Series and Galaxy A57 5G smartphones.

Shoppers looking to upgrade their viewing experiences at home can explore Samsung’s premium display innovations, including The Frame, which in addition to its ability to display eye-catching artwork, is a work of art in itself. Get great deals too on the M1EH Mini LED TV and The MovingStyle portable touchscreen TV.

Take productivity and gaming to the next level with Samsung’s newly launched ViewFinity and Odyssey Monitors. Get deals on the latest ViewFinity S8 (S80HF and S85TH models) and Odyssey OLED G8 (G80SH model) Monitors. With crisp resolution, fast response and brilliant colours, these Monitors are a great addition to any home office or gaming setup.

Homeowners can also look forward to doing less and living more with Samsung’s range of Bespoke AI-powered digital appliances, including smart refrigerators (RF59C7664B1/SS model),  Bespoke AI Laundry Front-Load Washers (WW11DB9B84GD model) and Bespoke AI Laundry Dryers (DV10DB94A0GDSP model). They offer smart, AI-powered convenience, keeping groceries fresher, allowing remote fridge temperature control via smartphone, and simplifying laundry care.

Chang Soo Park, Head of Regional Online Business for Samsung Electronics, Southeast Asia and Oceania said, “We are thrilled to partner Lazada once again to bring Samsung’s latest innovations closer to consumers across Southeast Asia. Whether upgrading everyday essentials or enhancing a home setup, this year’s ‘Dream Deals’ event makes our premium innovations more accessible than ever with offers that are not to be missed.”

“We are pleased to partner with Samsung once again for its LazMall Super Brand Day, bringing together one of the world’s leading brands with Lazada’s strong ecosystem across Southeast Asia,” said Pierre Beckers, Head of LazMall, Lazada Group. “By bringing together leading brands and relevant campaign experiences, Lazada continues to make it easier for consumers to discover and access quality products, while supporting brands to engage consumers at scale to drive meaningful growth.”

Highlights of Samsung Super Brand Day in Singapore include:

Prices for all products above reflect pre-promotional pricing. Prices for all products listed above exclude any applicable platform vouchers. T&Cs apply.

For more information, visit the Samsung Official Store on Lazada. Shoppers can also download the Lazada app on the Google Play Store or App Store to visit the Samsung official LazMall Flagship Store today.

About Lazada Group

Lazada Group is Southeast Asia’s pioneer eCommerce platform. For the last 14 years, Lazada has been accelerating progress in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology. Today, a thriving local ecosystem links about 160 million active users to more than one million actively selling sellers every month, who are transacting safely and securely via trusted payments channels and Lazada Wallet, receiving parcels through a homegrown logistics network that has become the largest in the region.

“Hattifatteners” from “Finn Family Moomintroll” (1948), by Tove Jansson on The Frame Pro

Samsung Electronics announced a new global collaboration between Samsung Art Store and Moomins, introducing an exclusive digital art collection featuring the iconic and beloved Moomin characters created by Finnish artist and writer Tove Jansson.

Available on Samsung Art Store^[1], the collection features a curated selection of 60 artworks designed to bring the wonderful world of the Moomins and Moominvalley into millions of homes across the globe via Samsung Art TVs.

Known for their distinctive and enduring charm, the Moomins have remained a beloved global sensation for generations, with a legacy spanning publishing, animation and design. Through this partnership, Samsung Art Store continues to expand its offering of globally recognised content, giving users new ways to personalise their spaces through art and fan-favourite characters.

As more people look to make their homes feel more personal and expressive, Samsung Art Store is introducing collections that resonate — and the Moomins are a prime example. With this addition, users can now bring one of the world’s most loved fictional universes into their homes.

“The world of the Moomins has always reminded people of the importance of optimism, togetherness and finding beauty in everyday moments,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Art Store, we’re excited to bring that feeling into the home through a collection that is as immersive as it is inspiring.”

“Garden Party” from “The Dangerous Journey” (1977) by Tove Jansson

The collection features a curated selection of original Moomin artwork spanning decades of storytelling and illustration. From Tove Jansson’s iconic black and white illustrations from the original novels in the 1940s to watercolor artwork from beloved picture books and cover illustrations, the collection celebrates the rich artistic legacy of the Moomins across generations. The collection also includes more recent interpretations of the Moomin world, serving to bring classic and contemporary works together in one experience.

“The Floating Theatre” from “Moominsummer Madness” (1982) by Tove Jansson on The Frame

“At the heart of the Moomin stories is a sense of kindness, curiosity, and emotional honesty that has resonated across generations around the world. In a fast-paced, hyper-optimised world, Moomin offers an alternative way of living for people hungry for meaning,” said James Zambra, Creative Director at Moomin Characters Oy Ltd. “Tove Jansson developed a fascinating visual language of considerable sophistication. We’re excited to partner with Samsung Art Store to introduce this enchanting world of the Moomins in a format that feels contemporary and naturally part of the home.”

Samsung Art TVs sit at the center of the experience, seamlessly displaying artwork in the modern home. Samsung Art Store’s growing collection spans genres and eras, redefining how art is discovered and experienced.

The Moomins collection is now available globally on Samsung Art Store.

About Moomin
The Moomins first appeared in print in 1945 and went on to star in a series of books and comics, enthralling millions of readers all over the world. The stories about the adventurous and witty Moomins stem from the singular imagination of Tove Jansson (1914-2001), a Finnish-Swedish artist who created not only captivating tales but also a remarkable visual legacy. Her works span a vast spectrum of creativity, from intricate watercolour paintings to charming comic strips and illustrations. The Moomin stories, while accessible to all ages, delve into profound themes such as courage, our relationship with nature, and the enduring power of friendship. The books have been translated into more than 60 languages. The Moomins have inspired stage adaptations, TV series, films, games, music, exhibitions, and theme parks – and continue to take new forms.

Find out more about Tove Jansson and the Moomins here:

www.moomin.com

www.tovejansson.com

_{^[1]The Samsung Art Store is available on The Frame, Micro RGB and Neo QLED models. Availability may vary by country. Requires Wi-Fi and login to Samsung Account. Subscription is required to enjoy all the art from the Art Store.}