▲ Visitors enter Samsung Art Lounge at Art Basel Hong Kong 2026, where large-scale digital artworks introduce an immersive vision of art in everyday life.

As provider of the Official Art TV of Art Basel, Samsung welcomed visitors into an immersive exhibition shaped by light, scale and space. Pairing monumental digital imagery with more intimate viewing moments, the experience showed how art can transcend the gallery into daily life at home.

A New Home for World-Class Art

Samsung Art TV Lounge was built around the concept “Crossing Time, Crossing Space,” connecting Korean artistic heritage with a contemporary vision of art at home.

▲ “Crossing Time, Crossing Space” unfolds through Samsung’s partnership with the National Museum of Korea.

Visitors first passed through an exterior LED facade before entering the lounge, where vivid digital artwork unfolded across Samsung Art TVs.

▲ At the centre of Samsung Art Lounge, the 130-inch Micro RGB turns digital art into an architectural focal point.

Inside the space, a cube-like arrangement featured the Samsung OLED on the left, The Frame Pro on the right and the 130-inch Micro RGB that anchored the exhibition, capturing every nuance of brushstroke and light in true-to-artist detail.

▲ From left to right: Samsung OLED, Micro RGB and The Frame Pro shape the presentation at Samsung Art Lounge

Across the three Samsung Art TVs, selections from the late Samsung Chairman Lee Kun-Hee’s renowned Collection were presented through Samsung’s partnership with the National Museum of Korea, alongside works by Yoon-Hee, living in France, known for large, simple abstract paintings and metal sculptures that explore time, and the mix of Asian and European styles, and JongSuk Yoon, living in Germany, known for dreamy, colorful landscapes that connect East Asian traditions with Western abstract art.

Further into the exhibition, guests explored Samsung Art Store’s 2026 Art Basel Hong Kong collection, a curated selection of 25 works from 20 emerging and established artists represented by eight prestigious galleries, including Bank, CLC Gallery Venture, Lin & Lin, Pearl Lam, Rossi & Rossi, Tomio Koyama, Vacancy and Don Gallery.

▲ Featured works from the curated Art Basel Hong Kong 2026 collection for Samsung Art TV were on display at the Samsung Art TV Lounge.

▲ Visitors engaged with artworks displayed across the exhibition including Samsung Art TVs.

Interactive moments extended beyond the Samsung Art TV Lounge, with visitors invited to explore Samsung Art TV displays across the fair and take part in an Art TV billboard selfie activation at the Hong Kong Entertainment Building Shopping Arcade, reinforcing the idea that art can be experienced as part of everyday life from anywhere.

▲ Junwha Hong, Vice President and Head of Marketing for Samsung’s Visual Display Business and Art Basel CEO Noah Horowitz at Samsung Art Lounge

An Evening of Art, Style and Discovery

Samsung also hosted an exclusive evening at Pier 1929, inviting guests to explore their artistic preferences with Samsung Art TV. Throughout the evening, attendees took part in an interactive program that guided them through curated activities inspired by the artworks on display.

From artwork selections to photo activations and dinner conversations, the experience fostered a personal connection with art.

▲ Attendees took part in hands-on creative activities inspired by the artworks on display.

▲ Small-group dinner conversations brought art, technology and personal discovery together.

Junwha Hong, Vice President and Head of Marketing for Samsung’s Visual Display (VD) Business, opened the evening by reflecting on Samsung’s ongoing partnership with Art Basel and how the 2026 Samsung Art TV lineup expands access to world-class art in everyday spaces.

▲ Hong addresses guests at the event

Art Basel, Beyond the Fair

Through its partnership with Art Basel, Samsung is bringing museum-quality artwork into the home, turning the TV screen into a more personal, everyday way to discover and live with art.

▲ Samsung Art Store brings highlights from Art Basel Hong Kong to Samsung Art TV screens worldwide.

Samsung recently introduced the 2026 Art Basel: Hong Kong Collection to Samsung Art Store¹, a digital art subscription platform home to 5,000+ artworks, 800+ artists and 80+ partnerships.

Available across Samsung’s Art TV lineup, including The Frame Pro, The Frame, Micro RGB, Neo QLED, QLED and OLED², Samsung Art Store lets viewers experience highlights from the fair wherever they are.

[1] Art Store subscription and Samsung Account connection required to access full selection of artwork.

[2] S99H only.

Samsung Electronics Co., Ltd., global display leader and provider of the Official Art TV of Art Basel, today announced the launch of the Art Basel Hong Kong 2026 Collection. The curated digital exhibition will be available exclusively on Samsung Art Store^[1] and features 20 contemporary artists showcased at Art Basel Hong Kong, being held March 27-29 at the Hong Kong Convention and Exhibition Centre. At a dedicated booth, Samsung will demonstrate how its Micro RGB, OLED^[2] and The Frame Pro display each artwork in stunning detail.

“Building on six years of collaboration with Art Basel, this collection represents the caliber of art Samsung Art Store offers, transforming homes into personal galleries suited to any taste,” said Bongjun Ko, Vice President of the Visual Display (VD) Business at Samsung Electronics. “Our advanced display technology brings priceless artworks into homes with stunning realism, so that anyone can become a collector.”

The collection will be featured in stunning 4K resolution on Samsung Art Store starting today, continuing Samsung’s longstanding partnership with Art Basel and extending the experience of the fair beyond the exhibition halls to audiences worldwide.

Introducing the Art Basel Hong Kong 2026 Collection

The Art Basel Hong Kong 2026 Collection features 25 artworks from 20 emerging and established artists represented by eight prestigious galleries: Bank, CLC Gallery Venture, Don Gallery, Tomio Koyama, Pearl Lam, Lin & Lin, Rossi & Rossi and Vacancy.

The carefully curated collection reflects the cultural dynamism and diverse viewpoints that define Hong Kong’s contemporary art scene. Highlights include:

• Chinese artistic heritage and innovation, represented through works by 11 Chinese artists spanning six decades of contemporary practice.
• Michael Najjar, “Europa” (2016). Najjar is a German painter and trained astronaut who is scheduled to participate in an upcoming spaceflight aboard Virgin Galactic’s VSS Unity.
• Sun Yitian, “Ken” (2023). Yitian’s work has been featured in major international collections, including a collaboration with Nicolas Ghesquière for Louis Vuitton’s Pre-Fall 2024 collection.
• Ha Bik Chuen, “Wheatfield A” (1994) and “Untitled” (1995). Chuen was a self-taught contemporary artist whose extensive archive spanning 500 boxes is being digitally catalogued by the Asia Art Archive for scholarly access.

“Art Basel Hong Kong is always looking for ways to broaden how people experience art,” said Angelle Siyang‑Le, Director of Art Basel Hong Kong. “Our partnership with Samsung helps bring art into our homes in a way that feels both accessible and truly high‑quality. It’s not about replacing the gallery — it’s about giving more people the chance to live with great art every day.”

Celebrating Cultural Legacy: The Lee Kun-Hee Collection

During Art Basel Hong Kong 2026, Samsung will also present a curated selection of 20 works from the Lee Kun-Hee Collection on Samsung Art Store, in partnership with the National Museum of Korea. Recognised as one of Korea’s most significant private art collections, the works from the late Samsung Chairman Lee Kun-Hee’s renowned art collection reflect a long-standing commitment to cultural preservation and public access.

These treasured pieces — including “Sun, Moon, and Five Peaks,” “Ten Symbols of Longevity” and “Scholar’s Accoutrements in a Bookcase” — have shaped artistic discourse across generations and continue to resonate with contemporary art circles.

The selection will be available on Samsung Art Store through January 2027, offering global audiences digital access to important works of Korean artistic heritage.

The National Museum of Korea and the National Museum of Modern and Contemporary Art are also co-hosting “Korean National Treasures: 2,000 Years of Art,” the second overseas touring exhibition of the late Chairman Lee Kun-Hee’s donations, at The Art Institute of Chicago through July 5.

Samsung Art TV: Where Art and Technology Exist in Harmony

Samsung’s 2026 expanded Art TV lineup represents a fundamental belief that art belongs in everyday spaces, integrated seamlessly with technology and design. The lineup is led by The Frame and The Frame Pro, Samsung’s lifestyle TVs that blend display innovation with design to create an immersive art-viewing experience. The expanded lineup also includes Micro RGB, Neo QLED and the OLED, offering consumers greater flexibility in how they incorporate premium art experiences into their living spaces.

Samsung Art Store is available across the complete Art TV lineup. The platform features over 5,000 works by 80+ partners, including the newly launched Art Basel Hong Kong 2026 Collection. As the world’s leading TV brand for 20 consecutive years,^[3] Samsung continues to advance display innovation designed to faithfully render works of art.

[1]Art Store subscription and Samsung Account connection required to access full selection of artwork.

[2]S99H only.

[3]Omdia, Feb. 2025.