Samsung Collaborates with World-Famous Auction House, Sotheby’s, for Ground-Breaking NFT Exhibition

Samsung will provide TVs from its versatile portfolio for the duration of the exhibition of ‘Natively Digital: A Curated NFT Sale’ at Sotheby’s

London, UK – 3^rd June 2021 – Samsung Electronics UK Ltd. today announced that it is set to collaborate with world renowned auction house, Sotheby’s, for the duration of its ground-breaking ‘Natively Digital: A Curated NFT Sale’ auction, which will be open for bidding online from 3 – 10 June on sothebys.com and will be on display at Sotheby’s London from 4 – 10 June.

Co-curated by Sotheby’s and leading crypto artist Robert Alice, Natively Digital presents a historical retrospective of early works through a group auction of the most cutting-edge artistic practices in the space. With Samsung’s involvement and the use of its state of the art, versatile TV line-up – including Samsung QLED 8K, 4K and lifestyle TVs – the landmark auction will provide an opportunity for collectors, curators, and enthusiasts to focus on the emerging ideas and aesthetics contained within these works – alongside pioneering TV technology offering the most premium viewing experience.

The online auction represents the first time a major auction house will bring a collection of the leading NFT artists to auction and will provide a deeper understanding of the complex, ground-breaking technology from which NFTs are derived and its vast influence.

Deep Halder, Head of TV/AV Retail & Content Services, Samsung Electronics UK Ltd said: “We’re delighted to partner with Sotheby’s for its ‘Natively Digital’ auction. With Samsung’s technology continually at the forefront of the TV market, and the interest in NFTs ever- increasing, we’re proud that our wide-ranging portfolio has been chosen to bring the exhibition and these unique pieces of art to life, thanks to our QLED technology.”

Michael Bouhanna, Sotheby’s Contemporary Art Specialist commented: “Natively Digital will be the greatest occasion to educate our ‘’traditional’’ audience about the great artists and diverse talents that compose this new space. The multi-venue virtual and physical exhibitions are an ode to this new medium and with the involvement of Samsung’s ground-breaking technology we will be able to continue to demonstrate our strong support for this art expression.”