NEW YORK – July 13, 2017 Samsung Electronics America, Inc., the leader in home entertainment, is teaming up with international auction house Sotheby’s to showcase Samsung’s new lifestyle product, The Frame, at Sotheby’s flagship location in New York City. Designed in collaboration with world-renowned designer Yves Behar, The Frame will be integrated into various art exhibitions this summer. The Frame seamlessly transforms from a 4K UHD TV to a gallery-like art display for a premium entertainment experience. And with Samsung’s No Gap Wall Mount, it can hang flush to the wall, just like a real picture.

Samsung Frame TV at the Sotheby's.

Samsung the Frame TV at the Sotheby’s.

 “The Frame blurs the lines between art and technology with its stunning design and ability to show beautiful works of art when it’s not being used as a TV,” said Dave Das, Senior Vice President of Consumer Electronics for Samsung Electronics America. “Sotheby’s long history as a home to culture-defining works of art makes it an excellent venue to experience The Frame firsthand. We are truly honored to partner with Sotheby’s to integrate The Frame into their exhibits this summer.”

Samsung and Sotheby’s, which has been uniting collectors with world-class works of art since 1744, celebrated the partnership today at a ribbon-cutting ceremony in New York City. The Frame is currently integrated into the Contemporary Living exhibition, on display until July 19. An online-only sale, Contemporary Living combines the categories of Photographs, Prints, and 20th Century Design to ignite a compelling dialogue between a diverse group of works from each discipline.

Additionally, the newly updated Sotheby’s app is available now on Samsung Smart TVs worldwide1, bringing a wealth of new content to Sotheby’s living room experience. For the first time, consumers can view Sotheby’s Auction Catalogues in their entirety, with full imagery and data for global upcoming sales. HD Auction Streams are also now available for all Sotheby’s New York, London, Geneva, and Hong Kong auctions, as well as worldwide RM Sotheby’s automobile auctions. The app will also fully showcase Sotheby’s Museum Network, the hub for video programming from the world’s leading cultural institutions with more than 450 videos from 50+ museum partners.

“World-class works of art deserve a world-class viewing experience,” said David Goodman, Sotheby’s Executive Vice President of Digital Development and Marketing. “Whether browsing the Sotheby’s Auction Catalogues via the Sotheby’s App on Samsung Smart TV’s or experiencing an artwork for the first time on The Frame at Sotheby’s during one of our exhibitions, Sotheby’s and Samsung are working together to bring art to people in groundbreaking, new ways.”

When powered on, The Frame offers 4K UHD picture quality and can display over one billion shades of color. When not displaying TV or movies, The Frame becomes a customizable work of art that can elegantly exhibit artwork and photographs via ‘Art Mode.’ To satisfy almost any artistic preference, consumers will be able to choose from 100 professional works to exhibit via the exclusive ‘Samsung Collection.’ The works featured in the collection represent a range of genres, compositions and subjects, divided into 10 categories: Landscapes, Architecture, Wild Life, Drawing, Digital Art, Action, Still Life, Patterns, Urban Abstract and From Above.

Aside from the artwork that comes pre-loaded on The Frame, users will also have access to Samsung’s ‘Art Store’, a growing library of more than 400 pieces of established and emerging artists, curated by several international organizations, galleries and museums, including Albertina Museum, Artspace, LUMAS, Magnum Photos, Saatchi Art and Sedition. There, consumers can purchase an individual piece for $19.99 or subscribe to the full collection for $4.99 per month. The Art Store will be updated to incorporate work from more galleries, museums, and artists around the world, allowing The Frame owners to build up their collection and show off more of their unique and eclectic styles.

The Frame is available in two sizes: a 65-inch model, priced at $2,799, and a 55-inch model, priced at $1,999. Optional bezels, including white, beige and walnut shades of real wood, for the 55-inch model are available for $199.99. Bezels for the 65-inch model are available for $249.99 allowing for further customizable options that complement a range of living spaces and personal styles.

For more information about The Frame, visit