[Interview] Renowned South African Artists And Designers Give Insight Into Their Inspiring Showcases Of Samsung’s Lifestyle TV Range At Decorex 2021

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JOHANNESBURG, South Africa – 01 July 2021 – Samsung has partnered with Decorex 2021 in a dynamic collaboration with renowned Cape Town studios, WeareEGG, THEFOURTH with Luxolo, Pederson and Lennard and Norval Foundation this June. A captivating gallery-like setting will be created specifically to highlight the unique traits of the Samsung lifestyle TV range. Centred around Samsung’s vision to enable people to use TV technology as tools of self-expression, Samsung South Africa Newsroom sat down with some of the designers and artists that include  Pederson + Lennard and Studio Lloyd, to get their view on Decorex 2021 and their integration of The Serif TV:



Why are platforms like Decorex important for artists?


Pederson + Lennard: Any platform that celebrates creativity and gives people a chance to recognise the value that this industry brings is a good one. We are excited to be a part of this showcase.


Studio  Lloyd: Sometimes it is quite difficult to put your name out there and to target a lot of people at the same time. Platforms like Decorex are highlighting the importance of local design and underline how many talented local artists there are in a city. Design can be expressed in so many different ways and we are grateful to be part of Decorex as we feel like it creates a bridge between the city residents and local artists. Especially after the past year, Decorex came in to focus on showcasing what the local creatives have to offer and that you won’t need to look beyond Cape Town’s borders.


How does The Serif or The Frame TV create a synergy between art and technology?


Pederson + Lennard: We work so hard to design pieces that celebrate simplicity and I think this is becoming increasingly important in our world now with so many distractions. The effortless way these TV’s frame artistic vision and give people the chance to express themselves in their own homes is inspiring.


Studio Lloyd: At Studio Lloyd, we create art by mixing handcraft and traditional design with technology. Our studio is full of life and vibrant energy and we listen to music on full blast all the time. The Near Field Communication would make it even easier to play music from our smartphone straight to a device. Technology keeps us energised while these lifestyle TV’s offer us inspiration for our craft.


Why would the Serif/Frame TV be ideal in your studio?


Pederson + Lennard: Nothing inspires like crisp images from nature and close up details. These unique TV’s deliver that magic in a setting and display style we can choose.


Studio Llyod: The Serif would be ideal in our studio as we have lots of existing and future clients visit our creative space. We would be able to discuss drawings and references on a large scale through The Serif’s razor sharp picture which can reproduce the images to the smallest detail. Our drawings would look incredible on the screen and the TV itself would fit seamlessly in our industrial studio.


Samsung will be showcasing its incredible lifestyle TV’s, The Frame TV and The Serif TV at Decorex 2021’s design trail which launches at The Radisson, Cape Town in June.


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