As March kicks off one of the busiest months of the year for the property market, new research from Samsung reveals how the right artwork could increase the value of your home. This could potentially see an increase by as much as £3,000 – rising to £7,000 for homes valued at £450,000 according to experts^[1].

According to research from Samsung, it takes as little as three minutes for buyers to form an opinion on a property. Recognising the importance of that critical first impression, the brand has launched an industry-first scheme helping homeowners use art strategically to elevate their interiors – and their asking price. With nearly half (43%) of Brits admitting that attractive artwork would make them more inclined to raise their offer on a property, the initiative presents a smart opportunity for sellers to elevate their space.

Participants can get their hands on Samsung’s The Frame TV, that offers a unique blend of technology and art – doubling up as a picture frame that can display up to 4,000+ different artworks^[2] when it’s not in use or in standby mode. The limited-run scheme launches to support sellers by using the impact of art to help boost or encourage their sale, creating that striking moment as potential buyers walk into a property. Samsung’s research shows a fifth (20%) of Brits agree the right artwork makes them feel emotionally connected to a space.

Property expert Jonathan Rolande, who examined the difference the presence of art had on perceived value of different UK homes currently on the market, comments:

“I’ve witnessed first-hand how a buyer’s reaction and decision is often made within the first 90 seconds of walking through the front door. It’s an emotional reflex. When a TV seamlessly blends into the space as curated artwork, it elevates that all-important first impression and helps sellers’ effectively bridge the emotional gap between a house and a home. The tangible price uplift moves it from being a simple design choice to a savvy financial move. In a competitive market, you must sell lifestyle, not just the bricks and mortar of a property.”

The scheme, which launches today, is open to anyone who currently has a property on the market. To apply, house sellers should email Samsung Frame Loan with proof of their address and property listing. The Frame TV will then be lent out on a first come, first served basis with the hope of enhancing that initial impact.

To help sellers decide what art they should display to get the sale over the line, Samsung has also partnered with Colour and Design Psychologist Karen Haller, who identified the visual cues most likely to influence buyer behaviour. To impress prospective buyers, Karen recommends:

• Softly does it. Softened, low intensity colours that incorporate a gentle contrast can take the edge off a space, helping buyers settle in and feel at ease.
• Go all natural. Pictures of nature, like landscapes and foliage, feel grounding and reassuring, helping buyers picture themselves at home.
• Simple is best. Artwork with clear structure and breathing space is easier to process, allowing buyers to absorb the whole room without visual stress.
• Inspire calm. Still water, open horizons and scenes of quiet moments encourage viewers to linger longer in a room, building a lasting connection.

Off the back of her insight, Karen recommends paintings with muted tones like ‘Abrielle’ by Petros Koublis, or forest scenes like that depicted in Aya Okawa’s ‘Ancient’, as her top picks to help potential buyers feel at home. Both pieces are among the 4,000+ artworks available via the Art Store with The Frame TV^[3].

For those unable to take advantage of the loan scheme, incorporating art thoughtfully throughout a space can still play a powerful role in shaping first impressions. For those mindful of how a television sits within a room’s design, options such as The Frame are designed to minimise visual distraction. With a matte, glare-free display^[4] and the ability to showcase digital artwork when not in use, it allows the screen to sit more harmoniously within a gallery wall or carefully considered aesthetics.

Zeena Hill, Marketing Director for Home Entertainment & Appliances at Samsung UK, said:

“When people step into a home, they’re not just measuring square footage, they’re envisioning a lifestyle. With The Frame, sellers unlock the power to transform any space into a dynamic canvas, blending cutting-edge picture quality with artistic elegance.

“The Frame range is a gateway to an ever-evolving gallery of masterpieces. Homeowners gain unlimited access to iconic classics, breathtaking modern artworks, and stunning photography, all curated to enhance their living space. With rich, authentic Pantone-validated colours and a sleek Matte finish, The Frame ensures a cinematic masterpiece or a timeless artwork, making it the ultimate centerpiece for any room. TV when it’s on, art when it’s off.”

Samsung The Frame and The Frame Pro are the perfect TVs to elevate any home. Both models boast glare-free Matte Displays so sunlight and windows won’t impact the display of artwork in true, vivid colour, resulting in an authentic art viewing experience in any home.

The Frame Pro owners can also eliminate clutter with a wireless connection that means you can plug in your gaming console and your set-top box up to 10 metres away from your TV, leaving your masterpiece uncluttered and cable free^[5].

[1] According to two property valuators, estimating the value of a home with and without artwork on the walls

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

^[3]Art Store subscription and Samsung Account connection required to access full selection of artwork.

[4] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

[5] TV requires a separate power cable connection. Operating distance can vary depending on the usage environment.

The brand turned up to the car boot sale in Birchmere Park, the home of the best bouji bargains for those in the know, with its art TV, The Frame. The state-of-the-art device doubles as a picture frame when at rest, allowing you to display more than £4.7 billion[1] worth of art in your home for £849[2] – an amazing opportunity for any art lover! Samsung stunned Saturday shoppers by proudly displaying its Frame device amidst bric-a-brac and vintage goods, offering boot sale treasure hunters the chance to pick up the art deal of the century.

The Frame is Samsung’s leading lifestyle TV that aims to make art more accessible to everyone, as research reveals we’re a nation of growing art lovers. 85% of those under 28 years old now report art is one of their biggest interests, as 75% say they’d rather visit an art gallery than go clubbing on the weekend.[3]

It’s not just the younger generation that are proving art obsessed. With 62% of the British public reporting they’d rather look at art than watch sport on TV, and just over half (51%) preferring to hit up a gallery rather than shopping.

The Frame democratises art for all with more than 4,000 art works to choose from via the Samsung Art Store[4] alongside its monthly offering of free art, which offers users a curated mixture of art from some of the world’s most famous art galleries and museums as well as upcoming artists. It includes works from some of the most renowned artists in the world including Monet, Van Gogh and Matisse to name just a few – even the greatest art lover would struggle to view all the masterpieces featured in person during their lifetime.

It’s clear that Brits are art aficionados, as 55% say they also have a favourite painting. Da Vinci’s Mona Lisa, Gogh’s Sunflowers and Da Vinci’s last supper are revealed as the nation’s favourite artworks, followed closely by Gogh’s Starry Night and Munch’s The Scream.

When it comes to decorating with art, 64% wish they had more cash to splash on artwork to spruce up their homes, and 40% say they’d pick spending money on art over clothes and shoes. The Frame and The Frame Pro enables you to display your personal art choices as well as offering a premium TV viewing experience through either its QLED or Neo QLED screen and pantone verified colours. Showing every detail, whether you are displaying art or watching the latest movie.

Sofia Monteiro, European Product Manager at Samsung Art Store says: “We know we’re a nation of art lovers, so with The Frame we want to make sure more of us have access to some of the greatest works of art the world has to offer. Alongside a first in class viewing experience, The Frame offers the nation the chance to display over 4,000 works of art from our partner galleries around the world, a deal worth telling your friends about!”

Samsung The Frame and the new The Frame Pro are the perfect TVs to elevate any home. Both models boast glare-free[5] Matte Displays and can display artworks in true, vivid colour, resulting in an authentic art viewing experience in any home. The Frame Pro owners can also eliminate clutter with a wireless connection that means you can plug in your gaming console and your set-top box up to 10 metres away from your TV, leaving you masterpiece uncluttered and cable free.[6]

[1] Select group of art on the Art Store was calculated by expert Alastair Wright to have a real-world value of £4.7bn

[2] This cost includes the cost of a 43” Frame TV currently available for £799 on samsung.com https://www.samsung.com/uk/lifestyle-tvs/the-frame/ls03f-43-inch-the-frame-qled-4k-vision-ai-smart-tv-black-qe43ls03fauxxu/  and a year’s Art Store subscription at £39.99 (or £3.99 per month)

[3] Research conducted by 3Gem Oct 2025, 2,000 respondents

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

[5] Measured against Unified Glare Rating (UGR) testing standard, certified as glare-free (reflection, discomfort and disability glare) by UL.

[6] TV requires a separate power cable connection. Operating distance can vary depending on the usage environment.

The new collection highlights artists who are redefining how contemporary art reflects the world we live in. Reflecting the “now” of global culture, the collection brings together artists from Africa, Asia, Europe and Latin America, offering a snapshot of the conversations shaping art in 2025.

Pascale Marthine Tayou’s Dreams in Giza brings his distinctive lens to questions of migration, hybridity, and cultural exchange, connecting global stories to personal stories. Ludovic Nkoth’s works, including The Wait and A Day’s Weight, confront the complexities of belonging and diaspora with striking emotional intensity.

Dreams In Giza, 2022, Pascale Marthine Tayou

Together, these works capture the urgency of today’s cultural dialogue. They are presented alongside new additions from Tanja Nis-Hansen, Miao Ying, Robert Brambora, Jessy Razafimandimby, and others. Artists whose practices expand the global conversation and highlight the diversity of perspectives shaping art today.

The Frame Pro displaying A Day’s Weight, 2023, Ludovic Nkoth

“This collection is about the present moment of art,” says Daria Greene, Head of Content and Curation for Samsung Art Store. “Samsung Art Store continues to expand not only in scale but in perspective, with Art Basel highlighting the vitality of today’s artists and the urgency of their voices from Paris to millions worldwide.”

Unveiled during Art Basel Paris, the collection reflects the fair’s role as a stage for what is most relevant right now in contemporary culture. At the Samsung’s booth, visitors can experience the works displayed on Samsung Art TVs, seeing how technology transforms a television into a space for cultural connection.

Art Basel Paris captures the cultural energy of today, but its influence can be fleeting. By making this collection available on Samsung Art Store, Samsung ensure these works continue to resonate long after the fair, turning temporary encounters into lasting experiences at home.

“At Art Basel Paris, the experience goes beyond the works on display to the conversations they inspire,” said Clément Delépine, Director of Art Basel Paris. “With our second edition in the iconic Grand Palais, collaborating with Samsung allows those conversations to reach audiences worldwide in new and meaningful ways.”

The Frame Pro displaying Deoxyribonucleic Acid Trip 1, 2021, Tanja Nis-Hansen

The collection will be available for users to experience live at the Art Basel Paris fair, taking place from October 24 to 26, 2025, with a bespoke Samsung booth featuring Samsung Art TVs displaying the 22 selected artworks. Along with the ABP collection, Samsung exclusively highlights Seundja Rhee at the exhibition as a featured artist, a Korean artist who established her career in Pairs, and renowned for her lyrical abstraction and her deep exploration of colour and form.

The Art Basel Paris 2025 collection is now globally available in 4K ultra-high resolution on Samsung Art TVs. Thanks to Samsung’s advanced display technology, each artwork retains the richness of colour, texture and detail, giving the impression of a gallery-quality piece at home.

Exclusive Artwork Available Across Samsung TVs

Samsung Art Store is available across the 2025 Samsung TV lineup, making art from the world’s leading artists, museums and galleries more accessible than ever. This includes The Frame and The Frame Pro, Samsung’s award-winning Art TVs.[2]

Featuring an upgraded Neo QLED screen for brighter colours, sharper contrasts and deeper blacks, The Frame Pro is Samsung’s most advanced art TV yet. Its Wireless One Connect Box[3] makes installation seamless by enabling users to keep cables out of sight up to 30 feet away, so they can truly enjoy the TV’s gallery-worthy picture. Plus, it’s designed with an Anti-Reflection Matte Display that makes art look true-to-life, and is fully customisable — from its bezels[4] to different screen size options — ensuring the perfect complement to any décor.

Samsung also this year expanded Art Store to the Neo QLED 8K, Neo QLED 4K, and QLED series, unlocking even more ways for users to enjoy art in their homes.

To learn more, visit: https://www.samsung.com/uk/support/tv-audio-video/how-to-use-art-store/

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

[2] Awards won include Which? Home Entertainment Brand of the Year 2025, Livingetc TV of the Year 2025 (The Frame Pro), GQ Best 4K TV 2025 (The Frame Pro), Ideal Home Highly Commended 2025 (The Frame)

[3] Wireless One Connect must be connected to the TV wirelessly for full TV functionality. Wireless connection may be affected by the 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.

[4] Bezels sold separately.

The Frame displaying “Metamorphosis of Narcissus” by Salvador Dalí

Samsung Electronics Co., Ltd. today announced the addition of 15 new artworks from Tate to Samsung Art Store. This expansion builds on the platform’s existing partnerships with renowned institutions like the Art Institute of Chicago, the Museum of Modern Art (MoMA), Thyssen-Bornemisza National Museum and many more. By integrating Tate collection, Samsung Art Store continues to bridge the gap between world-class museums and cultural institutions, bringing masterpieces directly into homes.^[1]

The new Tate collection includes iconic modern masters such as Henri Matisse, Salvador Dalí, Mark Rothko and Roy Lichtenstein — the first pop art artists to appear on the Art Store — as well as leading contemporary artists like Peter Doig and Beatriz Milhazes.

Among the highlights are some of Tate Modern’s most celebrated works: Roy Lichtenstein’s “Whaam!” Henri Matisse’s “The Snail,” a must-see in the Tate’s permanent collection; and Jackson Pollock’s “Yellow Islands.” The collection also offers a glimpse into the breadth and energy of modern and contemporary art by showcasing British painter Howard Hodgkin, alongside Peter Doig’s dreamlike “Echo Lake” and “Ski Jacket.”

Samsung Neo QLED displaying “Dinner at West Hill (1964-6)” by Howard Hodgkin

With these new additions, Samsung Art Store further expands its mission to democratize access to art, making it possible for anyone to enjoy museum-quality works from home, with ease. By bringing together partners from across the globe — from New York, to Madrid to London — the platform offers a unique opportunity to experience the depth and versatility of modern and contemporary art. And with Tate now joining the lineup, art lovers can enjoy a collection that speaks to both heritage and innovation.

“Samsung Art Store is dedicated to providing people with the opportunity to experience world-class art in the comfort of their living rooms,” said Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “By expanding our offerings to pieces from Tate, we are taking another step in supporting the irreplaceable experience of seeing art in person.”

Discover Exclusive Artwork Across Samsung TVs

With Samsung Art Store available across the 2025 Samsung TV lineup — such as its QLED TVs^[2] and the award-winning^[3] The Frame and The Frame Pro — art from the world’s leading artists, museums and galleries is more accessible than ever.

As Samsung’s most advanced art TV yet, The Frame Pro features an upgraded Neo QLED screen for brighter colours, sharper contrasts and deeper blacks. Its Wireless One Connect Box^[4] makes installation seamless, enabling users to keep cables out of sight – even up to 10 metres away – so they can truly enjoy the TV’s gallery-worthy picture. Plus, it’s designed with an Anti-Reflection Matte Display that makes art look true-to-life and is fully customisable — from its bezels^[5] to its size — offering the perfect complement to any décor.

This year, Samsung Art Store also expanded to the Neo QLED 8K, Neo QLED 4K and QLED2 series, unlocking even more ways for users to enjoy art in their homes.

To learn more, visit https://www.samsung.com/uk/support/tv-audio-video/how-to-use-art-store/

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

[2]Available on Q7 and above QLED TVs.

[3]Awards won include Which? Home Entertainment Brand of the Year 2025, Livingetc TV of the Year 2025 (The Frame Pro), GQ Best 4K TV 2025 (The Frame Pro), Ideal Home Highly Commended 2025 (The Frame)

[4]TV requires a separate power cable connection. Operating distance can vary depending on the usage environment.

[5]Bezels sold separately.

Samsung Electronics, the Official Art TV of Art Basel, today announced the launch of the Art Basel in Basel (ABB) Collection, an exclusive curation of digital art available across Samsung TVs with Samsung Art Store^[1]. Representing the most extensive Art Basel collection to date, the ABB Collection introduces 38 curated works from globally renowned artists and galleries—marking a new milestone in Samsung and Art Basel’s mission to bring world-class art to a wider audience.

The ABB Collection stands apart for its emphasis on diversity, with works that span continents, mediums, and voices. For the first time, the collection features representation from an Africa-based gallery, deepening the global reach and cultural richness of the Samsung x Art Basel initiative. Some of this collection will be displayed at the Art Basel, from June 19-22, at Messe Basel in Switzerland^[2].

A Curated Vision of Global Expression

Handpicked from over 100 submissions, the 38 pieces in the ABB Collection were carefully curated with a focus on artist diversity, medium variety, and geographic representation. The collection celebrates both emerging talent and established visionaries, aligning with Art Basel’s dedication to championing contemporary art from all corners of the world.

Highlights include:

• Roméo Mivekannin, “Young woman with peonies after Frédéric Bazille” (2023): A compelling reimagining of classical portraiture from a postcolonial perspective.
• Basim Magdy, “An Intergalactic Messenger Teleported us to a Cave Settlement Ruled by Shared Compassion and Humility” (2022): A vibrant exploration of utopian futurism.
• Zandile Tshabalala, “Pink Blossoms” (2024): A powerful portrait celebrating Black femininity and nature.
• Antonia Kuo, “Willo” (diptych) (2024): A striking dual-panel composition that fuses digital manipulation with analog techniques.

The collection also includes works by iconic names such as Jo Baer, Kibong Rhee, and Lynn Hershman Leeson, further enriching the visual and thematic depth of this year’s selection.

ArtCube: An Interactive Hands-on Experience at Art Basel

To further highlight the intersection of art and technology, Samsung will present an interactive lounge titled ArtCube^[3] at Art Basel. This immersive showcase will demonstrate how The Frame, MICRO LED, and Neo QLED 8K redefine digital art experiences by displaying artwork—including selections from the Art Basel Collection—with breathtaking detail and depth.

ArtCube invites visitors to engage with the Samsung Art Store’s exclusive collections and freely experience the premium picture quality. Visitors can also make customized portraits of moving art pieces only available through ArtCube’s tailored curation. In addition to the ArtCube lounge experience, Samsung will host a series of panel discussions featuring influential voices from the contemporary art scene, sparking conversations around technology’s expanding role in artistic expression and accessibility.

Strengthening a Cultural Partnership

Samsung and Art Basel have partnered to introduce curated digital collections that began with the 2024 Art Basel Miami Beach, 2025 Art Basel Hong Kong, and now includes the 2025 Art Basel in Basel. Artworks from Art Basel Hong Kong, launched in March, have gained global popularity among Art Store users, ranking them in top 10 most-viewed art pieces^[4]. This ongoing collaboration highlights the shared vision of expanding the role of displays as vibrant platforms for storytelling and artistic dialogue.

“With the launch of a new collection in the Samsung Art Store for Art Basel in Basel 2025, we’re thrilled to offer our global audiences new ways to engage with our show,” said Maike Cruse, Director of Art Basel in Basel. Our global partnership with Samsung extends the visitor experience beyond the Messe and into people’s homes—creating new entry points to discover the exceptional artists and galleries that define our flagship fair in Basel.”

Completing a Unique Art Experience on Samsung Art TVs

Samsung Art Store offers the best way to transform your TV and elevate your home decor with the perfect piece of art for every season, holiday and mood. You can choose from over 3,500 works of art spanning over 800 artists, including the ABB Collection^[5].

Spanning the Neo QLED 8K, Neo QLED, QLED, The Frame and The Frame Pro, which are powered by Samsung Vision AI for AI-enhanced picture and sound, Samsung Art Store is newly available across the Samsung 2025 TV lineup. These TV models also come with new personalised features that bring users closer to all the shows, movies and sports they love. Across the lineup, Samsung offers more ways than ever to transform TV screens into personalised art galleries.

The Art Basel in Basel Collection is now available exclusively on the Samsung Art Store to all Samsung Art TV users.

For more information, visit www.samsung.com.

About Art Basel
Founded in 1970 by gallerists from Basel, Art Basel today stages the world’s premier art shows for Modern and contemporary art, sited in Basel, Miami Beach, Hong Kong, and Paris. Defined by its host city and region, each show is unique, which is reflected in its participating galleries, artworks presented, and the content of parallel programming produced in collaboration with local institutions for each edition. Art Basel’s engagement has expanded beyond art fairs through new digital platforms including the Art Basel App and initiatives such as the Art Basel and UBS Global Art Market Report and the Art Basel Awards. Art Basel’s Global Lead Partner is UBS. For further information, please visit artbasel.com

[1]Separate Art Store subscription and Samsung account required to access full selection of artwork. Samsung Art TV includes MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED, and QLED models starting from Q7F and above.

[2] Event is open to the public from June 19-22, after VIP opening from June 16-18.

[3]Samsung Lounge ‘ArtCube’ is in Halle 1, the main exhibition floor inside Messe Basel.

[4]The information provided is based on the results collected during April 2025.

[5]Separate Art Store subscription and Samsung account required to access full selection of artwork.