Samsung Partners With Decorex In Celebrating Artistry And Design At Decorex 2021

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JOHANNESBURG, South Africa – 29 June 2021 –  As part of the exciting new design Concept for Decorex Africa 2021, Samsung will be showcasing its incredible lifestyle TV’s, The Frame TV and The Serif TV. The dynamic displays will be brought to life on Decorex’s new design, where the unique and innovative traits of The Frame TV and The Serif TV will be highlighted, through their ability to create captivating design spaces and mesmerising personalised gallery and home experiences. This is centred around Samsung’s vision to enable people to use technology as immersive tools that turn homes into sanctuaries of self-expression.



“The entire month of June has been selected for an unprecedented Design Takeover comprising a host of exciting activities geared towards stimulating the design industry and bringing South Africa’s Creative Capital to life. We’re pleased to partner with a pioneering company such as Samsung. Dubbed “Samsung at the Design Take Over” their display is an extraordinary opportunity to showcase the innovative Samsung Lifestyle TV range, “says Sian Cullingworth, Portfolio Director of Decorex Africa


Decorex 2021 has also been wonderfully re-strategised with consideration for COVID-19 limitations. This strikes a balance between safety and the ability of the work to shine. In partnership with Samsung will be renowned Cape Town studios, WeareEGG,  THEFOURTH with Luxolo, Pederson and Lennard at the Radisson Red, Samsung Store at the V&A Waterfront and Norval Foundation, a centre for art and cultural expression, known for high-quality exhibitions that broaden our understanding of the visual arts.



“As Samsung, we’re looking forward to this innovative partnership. Working with Decorex and in conjunction with inspiring artists, the exhibition is set to capture the imagination in innovative new ways. Our lifestyle TV range has already garnered attention around the globe and now on the Decorex Design Trail we have set the stage to place the spotlight on the features that have made both The Frame and The Serif instant classics, “said Nivash Ramsern, Head: Visual Displays at Samsung South Africa.



A captivating gallery- like setting will be created specifically to highlight the distinctive features of the Samsung lifestyle TV’s on display. This includes:


The Frame – TV when it’s on, and art when it’s off, The Frame TV brings inspiration home. This is a unique TV experience that reflects who you are and what you love, that changes whenever your mood strikes, and delivers the sumptuous picture quality of QLED. Designed as an elegant picture frame, The Frame TV turns your home into your own art gallery.


The Serif – Co-created with French furniture designers Ronan & Erwan Bouroullec, The Serif has gained acclaim as a premium quality furniture-like TV with its distinctive I-shaped design. Through its versatile design, including a detachable metal floor stand you can enjoy the view of your TV from all angles with The Serif’s harmonious design

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