Autumn brings life back indoors. Shorter days mean more evenings spent watching movies, sharing meals, listening to music and entertaining at home, often within the same spaces.

According to research findings from the Lifestyle Lab, part of Samsung’s CX team that studies European consumer behaviour to provide business insights, almost two third of Europeans (65%) watch television in the living room, while 52% use it for socialising, 53% for listening to music and 49% for eating and drinking¹.

Modern home designs also mean more than a fifth (21%²) of Europeans live in homes where the kitchen and living area share an open-plan layout, with rooms are no longer designed around a single activity.

This is changing what people expect from their interiors. Furniture needs to be flexible, technology should feel considered, and each element must work with the room throughout the day.

Designed for rooms that do more

This is exactly the thinking that inspired Samsung’s The Frame TV. The Frame TV brings entertainment and interior design together, meaning the TV is no longer a black box in the middle of the room. When it is time to watch, it offers an immersive TV experience you’d expect from the world’s number one TV company³.

When the screen is not in use, Art Mode⁴ displays both carefully curated artworks or personal photographs, allowing it to remain part of the space rather than becoming a blank screen.

Its slim, picture-frame-inspired profile and customisable bezels help it sit naturally alongside furniture, lighting and decorative objects. Glare-Free technology⁵ reduces reflections, allowing artwork to remain clear and inviting as the room moves from bright autumn afternoons to softly lit evenings at home.

This flexibility is particularly useful in open-plan homes, where the kitchen, dining and living areas need to feel connected. Artwork can complement the room’s wider palette, helping to create a cohesive backdrop as the space shifts from cooking and dining to socialising and entertainment.

Technology that complements the interior

As rooms take on more functions, visual calm is becoming increasingly important. Almost two-thirds of Europeans (63%⁶) say a new large appliance should not be so big that is dominates a living space. This viewpoint reflects a wider expectation for home technology to deliver functionality without overwhelming an interior’s design.

The Frame’s considered design minimises dominance of the traditional living room TV by combining two roles in one. For an even cleaner aesthetic, The Frame Pro features a Wireless One Connect⁷, allowing other devices like set-top boxes, games consoles and media players to be connected wirelessly and positioned away from the display. This creates a clean living space around the aesthetically pleasing Frame TV and allows the main living space to remain calm and uncluttered.

Its adaptable design also allows The Frame to work outside the main living area. Personal photographs can bring warmth to a family space, calming art can soften a bedroom and understated pieces can help a home office transition out of working hours.

A seasonal refresh without a complete redesign

For those moving home, rearranging a room or simply refreshing their surroundings for autumn, changing the artwork can offer an easy way to create a new atmosphere.

Through Samsung Art Store, homeowners can choose works that complement the season, from landscapes and still lifes to rich abstracts in warm, earthy tones. Displays can then evolve as the room, season or mood changes, without the need to rethink the entire interior.

As life moves indoors, the most pleasing, cosy, calming and ultimately enjoyable spaces that you’ll want to spend time in will be those that adapt to the variety of uses of the modern home without losing their sense of style. By bringing art and entertainment into one considered design, The Frame TV helps the home move easily between the different moments of everyday life.

To find out more, visit samsung.com/uk/ and explore the Samsung Art Store for artworks and ideas that suit your space.

Note: Customisable bezels are sold separately and availability may vary by market. A Samsung Account and separate Samsung Art Store subscription may be required to access the full selection of artwork. Wireless One Connect is available with The Frame Pro. Product features and availability may vary by model and market.

1. Source: Lifestyle Lab Europe Quant Study | EU9 | Q4 2024 | N=4,530 | Q24. Which of the following activities do you do in the following rooms around your home? ︎
2. Source: Lifestyle Lab Europe Quant Study | EU9 | Q4 2024 | N= 4,427 | Q6b – Are any of the main living spaces in your home an open plan layout? ︎
3. Omdia, Feb-2026. Results are not an endorsement of Samsung. Source: Report Name: “TV Sets Spotlight Service / TV Sets (Emerging Technologies) Market Tracker, Q4 2025” published by Informa Tech ︎
4. 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. ︎
5. UL verification confirms the claim of “Glare Free”. The products were evaluated according to the UGR (Unified Glare Rating) test standard of the International Commission on Illumination (CIE) and the test standard of the International Organization for Standardization (ISO). ︎
6. Source: Lifestyle Lab Europe Quant Study | EU9 | Q4 2024 | N=4,983 | Q28 When buying new large appliances, that have a direct impact on your home space, please select the top three factors which are most important to you, with 1 being the most important factor. (Top 2) ︎
7. Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by surrounding environment, 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. ︎

 

LONDON, UK – January 16, 2024 – Samsung Electronics Co., Ltd. today announced that its 2024 edition of The Frame has earned Pantone Validated ArtfulColor certification from Pantone^[1], a globally renowned authority in colour standards. This certification highlights The Frame’s advanced adaptive colour technology, which ensures an exceptional colour reproduction capability that meets Pantone’s rigorous standards for authentic colour that is nearly indistinguishable to the human eye under standard lighting conditions.

“Consumers are expecting more out of The Frame,” said Yongjae Kim, Executive Vice President of the Visual Display Business at Samsung Electronics. “Our aim is to always provide the best possible customer experience, and in the case of The Frame, this is accomplished by giving users a display that portrays art in a way that is true-to-life. We’ve achieved this with the Pantone Validated ArtfulColour certification and will continue to work towards optimising the viewing experience further.”

Pantone Validated ArtfulColor evaluates if displays can faithfully simulate a range of physical Pantone Color cards and Pantone SkinTone colour cards under CIE^[2] standard illuminant D65, which portrays illumination that is more-or-less equivalent to that of the average midday light in Western or Northern Europe. The Frame is the world’s first display in the industry to meet this stringent validation, reaffirming Samsung’s leadership in colour fidelity that was first recognized by previous Pantone Validated status across all QLED TVs in 2022.^[3]

“After evaluating Samsung The Frame in standardised ambient lighting, we were very pleased with the high quality of the on-screen Pantone colour reproduction,” said Iain Pike, Senior Global Director of Product and Licensing at Pantone.  “These results are duly reflected in the award of the world’s first television to earn the Pantone Validated ArtfulColor designation. Visually, we can also confirm the lifelike quality of the displayed colours and skin tones compared to the physical swatch cards, as observed by our technical team during the evaluation process. This is a truly unique, value-added capability of Samsung The Frame we tested.”

The Frame’s Art Mode is specifically designed to exhibit artwork and photographs with true-to-life colours under standard lighting conditions such as at homes or galleries. It offers viewers an immersive and authentic art viewing experience by intelligently adjusting brightness and hues to optimise the image for ambient lighting conditions.

Leveraging Samsung’s cutting-edge QLED display technology, The Frame has previously received Pantone Validated and SkinTone Validated approvals for its precise emissive rendering of the full gamut of Pantone SkinTone colours and the vast spectrum of all 2,390 colours contained within the Pantone Matching System (PMS). The Frame also comes with a Matte Display — which significantly reduces glare and reflections — bringing the extensive collection of approximately 2,300 artworks from the Samsung Art Store to life.

For more information on The Frame, visit http://samsung.com.

[1] Pantone company provides a universal language of color, called Pantone Matching System(PMS), that enables color-critical decisions through every stage of the workflow for brands and manufacturers.

[2] Commission Internationale de l’Éclairage, or International Commission on Illumination, in English.

[3] https://news.samsung.com/global/2022-samsung-qled-and-lifestyle-tvs-recognized-by-top-global-certification-institutes-for-eye-comfort-safety-and-color-accuracy