Samsung Proudly Supported The START 2020 Art Exhibition At The Iconic Saatchi Gallery – Uniting Traditional Contemporary Art With Ground-breaking Display Technology

• The exhibition took place at London’s Saatchi Gallery, 21 – 25 October 2020 and enabled art lovers to enjoy the benefits of in-person cultural immersion in a safe environment
• A key highlight of the exhibition was the David Bowie 20/20 Vision presentation, bought to life using Samsung’s Micro LED Wall technology
• Images were displayed at scale using Samsung’s three-metre-high installation “The Wall” as well as on ‘The Frame’ and ‘The Serif’

LONDON, UK – 28th October 2020 – Samsung is proud to have supported the seventh instalment of the START art exhibition. The exhibition took place at London’s iconic Saatchi Gallery between Wednesday 21^st and Sunday 25^th October 2020 and bought together the best of global contemporary art. Samsung technology, including the immersive screen The Wall, and the impeccably stylish lifestyle TVs, The Frame and The Serif allowed visitors to enjoy an immersive art experience. These ground-breaking digital canvas displays further closed the gap between traditional contemporary art and technology.

“As technology evolves, the art world is embracing digital innovations with revolutionary effects” explained Damon Crowhurst, Head of Display at Samsung UK. “Art is, by nature, a very visual experience and display technology has the power to offer viewers even greater immersion. By supporting the START exhibition, Samsung truly showed how technology has the ability to enhance art and expand its global reach in the future.”

A key highlight of this year’s START exhibition was the David Bowie 20/20 Vision presentation. This exclusive, never-before-seen collection by award winning, British photographer and friend of Bowie, was selected by the man himself on set and intended to be a reflection of Bowie’s own inner image. The images were both powerful and poignant and were bought to life using Samsung’s Micro LED Wall technology.

Creating impact with The Wall

A variety of handpicked images from the collection were displayed at scale using Samsung’s three-metre-high installation “The Wall”, which provided extraordinary picture quality with striking contrast and lifelike colours. Featuring innovative technology, this immersive screen delivered awe-inspiring visual experiences at breath taking scale, with stunning detail. It used pristine, precise colours, pin sharp clarity and slim, bezel-less design to effectively showcase the David Bowie 20/20 vision, to deliver an impactful visual experience.

Presenting works perfectly with The Frame

Other images from the collection were also displayed on Samsung’s impeccably stylish lifestyle TVs, The Frame and The Serif. Both TVs offered spectacular display in stunning QLED 4K quality with over a billion cinematic colours, certified to provide 100% Colour Volume in Full HD resolution. What’s more, The Frame featured a No-Gap Wall Mount, meaning when in Art Mode, the TV turned into an illusion of a real-life hanging piece of art, with pin sharp detailing on the artwork.

Channeling an iconic look with The Serif

Echoing the iconic nature of the David Bowie 20/20 vision, The Serif has a totally unique design with its slim body broadening at the top to form a flat shelf-like surface. The iconic ‘I’ shaped design is the focal point of any room, which was certainly the case at the START exhibition, but crucially it didn’t compromise on quality. Viewers experienced genuine cinematic viewing thanks to over a billion colours and shades, the 100% colour volume transformed light into breath-taking colour, without degradation over time.

Supporting the exhibition further with Samsung technology

In addition to showcasing some of the spectacular art, Samsung technology also featured at the exhibition in other ways. The Samsung Flip™, an interactive digital flip chart, displayed gallery information and floorplans and showcased the new STARTnet app. Visitors were able to ask questions and interact with both the Samsung Flip™ and the brand’s folding-screen phones with one of Samsung’s on site mobile trainers. They could also experience the brand’s folding-screen phones in the STARTnet Lounge and Innovation Hub. These included the Fold2, Note20 Ultra, S20 FE, S20 5G, Flip 5G, S20+ 5G, A51 5G.