In an age where technology is about more than function alone, Samsung is leading the charge in reshaping how we experience, and display innovation in our living spaces. With Samsung’s newly launched Neo QLED TVs, The Frame TV, Music Frame and the new sleek Soundbars, the brand is blending design, art, and engineering to turn everyday moments into a beautifully curated experience of sight and sound.

Where Technology Becomes Art

Gone are the days when TVs and speakers were acquired for their function with little attention paid to their form. Samsung’s latest innovations prove that technology can be as much a design element as a device.

The stunning new Neo QLED series (65” – 75”) introduces a new metal frame design that beautifully compliments your space and elevates your aesthetic. It also features Glare-Free technology, elevating both the performance and also style of different living space, offering a sophisticated viewing experience.

The Frame TV transforms the traditional television into a gallery-worthy showpiece. When you’re not watching anything on the TV, it’s not just a black screen, it becomes a dynamic canvas, displaying artworks from Samsung’s extensive Art Store^[1] or personal photographs with remarkable realism. With customisable bezels, it effortlessly adapts to any interior style, from classic to contemporary.

Building on this aesthetic-first approach, Samsung’s new Neo QLED and QLED TVs now also offer access to Samsung Art Store, expanding the idea of tech-as-art beyond The Frame. Whether you’re displaying a digital Van Gogh or your latest holiday photo, these displays are elevated, expressive and personal.

In Tune with Your Senses

The 2025 audio line-up includes new soundbars in the flagship Q-series and B-series come with a new sleek design. The newest line-up is designed to not only amp up the audio but to elevate any living space, combining innovative design with exceptional sound and impressive versatility. The designs offer flexibility without compromising on style, making it the perfect complement for a sophisticated wall-mounted display or a minimalist table top setup.

In addition to the new Q-series models and B-series models, Samsung continues to offer the S-series soundbars, which are slim and discrete, elegantly blending with your space. There’s also The Music Frame, in a complementary statement, it reinvents what a speaker should look and feel like. At a glance, it appears to be a minimalist piece of modern wall art. Within its elegant lines lies an acoustic powerhouse – rich, room-filling audio. Imagine entering a space where soft visuals of an exquisite artwork light up your wall while a soulful jazz melody floats from the Music Frame. The result is more than aesthetics – it’s ambience. With tech designed to enhance rather than distract, Samsung empowers users to craft atmospheres that reflect their mood or moment in time.

These audio devices illustrate the powerful idea that technology can be both beautiful and bold, or quietly blend into the background, adapting to your space.

Design That Speaks – or Silently Stuns

One of the most compelling aspects of Samsung’s design philosophy is duality. The Frame TV, The Music Frame, and now the new Neo QLED series and soundbars, can blend in with understated elegance or stand out as conversation pieces. Their beauty lies in choice – whether you want your tech to whisper or sing.

With the Frame TV’s interchangeable bezels, you can match your TV to your room’s palette. You can choose between modern or wood-inspired frames, all magnetic and easily swappable. The elegantly designed Music Frame can hang alone or work in pairs, delivering an audio experience that’s also easy on the eye. And with the metal frame finish of the QN900F series, Samsung adds yet another layer of luxury to home design.

More Than Devices – A Reflection of You

The fusion of art and technology marks a shift in how we view and value home tech. Today’s consumers don’t just want devices that perform. They want tech that aligns with who they are – visually sophisticated, emotionally engaging, and deeply personal.

Samsung’s Neo QLED TVs, Frame TV, Music Frame, and Soundbars are a response to this evolving expectation. They are artistic expressions of personal taste, seamlessly integrating into homes and lifestyles. So in this era, the question isn’t so much “Where do I put my tech?” but “How do I want my home to feel?”

With this innovation, Samsung isn’t just selling hardware. It’s inviting users to live in spaces that are not only smart but soulful. It’s a celebration of the beautiful union between design and experience, form and function, and ultimately, art and technology.

^[1] Samsung Art Store is an art subscription service available on Samsung Art TVs, including The Frame, NEO QLEDs and QLEDs. Currently available in 117 countries around the world, Samsung Art Store offers over 70 partners and 3,500 artworks in 4K quality. Through Samsung Art Store, subscribers can enjoy artwork from world-class galleries and masters at home and use it to create new interior designs every day.

▲ (From left) Kyuseong Lee, Kang-il Chung and Sunwoo Kim, the lifestyle TV product planners at Samsung Electronics’ Visual Display Business

To keep up with emerging trends, Samsung has continued to think outside the box as it explores new possibilities for TVs. Since 2015, the company has been continuously pushing the envelope to develop new looks and features on its televisions, and ensure that consumers can fit their TV to their lifestyle. So, how did Samsung come up with its lifestyle TV line, and what kind of consumer experience is it aiming to provide? To find out, Samsung Newsroom met with the company’s lifestyle TV product planners.

Lifestyle TVs: Becoming More Than Just a Fixture of the Living Room

Vivid picture and a sense of immersion are two fundamental elements that a television must provide, with a well-designed product capable of delivering both. Nowadays, lifestyles are shifting, and viewing has moved out of the living room, with people preferring to consume their content in whichever room they are in at the time.

“Our goal was to allow consumers to have a range of different screens for the various spaces in their house,” said group leader Kang-il Chung. “This would allow them to enjoy whatever content they wanted, wherever they were, based on Samsung’s ‘Screens Everywhere’ philosophy.” Chung’s work involves analysing tech trends and usage patterns, which allowed him to start determining which new features users want from their television.

“In order to establish concepts for new TV products and functions, we look at things like how televisions are being used, interior decoration trends and the overall cultural and lifestyle preferences of our users,” explained product planner Kyuseong Lee. During the planning stage, the product planners focus on connecting the desired user experience to the essence of the product. By doing this, the team seeks to make it easier for the user to comprehend both the product’s story and the distinct experience it offers. Added Lee, “Rather than simply adding lots of different functions, we work to clearly define the main concept of the product, then make it different. In this way, we look to realise all aspects of the core experience to perfection.”

The Serif and The Frame: Bringing Classy Décor to Your Other Rooms

Since the time of its invention, the television has been considered a staple of the living room. But now, with a growing number of users also putting TVs in rooms like their bedrooms and studies, this is changing. In line with this trend, Samsung has expanded what it deems the ‘TV space’ from the living room to a range of other rooms. Along with this, the company has started to develop televisions that not only suit the interior aesthetics of those other rooms, but include features that match the needs and lifestyles of the people using the rooms.

In September of 2015, Samsung introduced its first lifestyle TV, The Serif, which was designed to contribute to users’ interior design schemes. The Serif’s iconic I-shaped design was created by the internationally renowned Bouroullec Brothers, and is an ideal choice for those who want an aesthetically pleasing television that goes well in any space. “We pursued a meaningful design that emphasized people and space, and tried to get away from the usual ‘TV look’,” said Chung. “A lot of consumers claim that The Serif looks more like a lifestyle product than a TV.”

The product planning team’s ongoing efforts to develop new models that blend well with their surrounding environments also contributed to the development of The Frame. Looking like a modern picture frame, this television can be matched to any home décor style and features an ‘Art Mode’ that allows viewers to enjoy artistic masterpieces from the comfort of their homes. The TV’s sensors are also capable of automatically detecting illumination intensity and movement. “Samsung is collaborating with world-renowned curators, renowned art galleries, museums and artists to deliver a broad collection of art through the Art Store,” related Sunwoo Kim. “We will keep working hard to ensure that we are able to display an increasingly broad range of great artworks in stunning resolution.”

As our TVs become increasingly important parts of our lives, some argue that the evolution of the product is nearing its conclusion. But Chung thinks differently, claiming that, “There is still an unending range of possibilities for what our televisions might become in the future.” He expressed hope that himself and his team will be able to keep introducing new and varied lifestyle TV models to keep providing fresh experiences to consumers.

Samsung’s lifestyle TV product planners believe that TVs need to keep evolving in order to keep up with continuously changing lifestyles. “We want to develop TVs that people want to own, and that they’ll want to show off,” Kim stressed. “Our dream is to build a so-called ‘lifestyle universe’ where each space is equipped with a lifestyle TV that suits the function of the space.”

JOHANNESBURG, South Africa – 27 August 2018 – Samsung, in collaboration with renowned photography agency Magnum Photos, announced the release of 28 specially-curated photographs available exclusively in the ‘Art Store’ on ‘The Frame’ for 2018. As part of the collaboration, four Magnum photographers have been challenged to take a unique, eye-catching photograph every day for one week to showcase how The Frame is able to seamlessly integrate fine art into the everyday lives of consumers. The “Fine Art, Everyday” campaign video will also be unveiled at the IFA2018 Samsung press conference. With a newly-announced 49” model, consumers can select between four different sizes (43”, 49”, 55” and 65”) of ‘The Frame’ that best suits the aesthetic and design of the home.

In order to complement the exclusive photographs from Magnum Photos, ‘The Frame’ for 2018 includes a new ‘Slideshow’ feature that allows users to create customized collections of art that cycle-through on the screen when the TV is placed in ‘Art Mode’. In addition, the new ‘Favourite’ and ‘Curation’ features allow users to gain easy access to their favourite and specially curated works of art to display on screen without having to sort through hundreds of options. Along with the fine art partnerships, these added options have allowed customers to experience ‘The Frame’ not just as a television, but also as a discovery hub for the world’s most beautiful works of art.

“The Frame’s Art Store is the only digital art platform on TV. We will continue to develop it into a window to communicate with more viewers and a screen that enriches consumer’s everyday lives,” said Justin Hume, Chief Marketing Officer Samsung South Africa.“ Through the ‘Fine Art, Everyday’ Collection created in collaboration with Magnum Photos, we hope to bring to consumers joy and excitement in discovering new works from the comfort of their own homes.”

The photographs of the four artists that will be showcased in the collection are Alex Webb, Carolyn Drake, David Alan Harvey and Jonas Bendiksen. With their images, these celebrated photographers will show consumers the beauty in everyday life.

• Alex Webb has published 14 books including The Suffering of Light, a survey book of his colour work. His most recent book, Memory City, is a meditation about film, time, and the city of Rochester, NY. Webb’s works are best known for vibrant and complex colour work, especially from Latin America and the Caribbean that have been featured in the Houston Museum of Fine Arts, the New York Metropolitan Museum of Art and the Guggenheim Museum.
• Carolyn Drake became interested in the approaches to documentary at a young age – specifically the ways history and reality are purposefully shaped and revised over time. Between 2007 and 2013, Drake travelled frequently to Central Asia from her base in Istanbul to work on two projects, which became the highly acclaimed photo books Two Rivers and Wild Pigeon. She is the recipient of a Guggenheim fellowship, the Lange-Taylor Prize, a World Press Photo award, a Magnum Emergency Fund grant and a Fulbright fellowship.
• David Alan Harvey discovered photography at the age of 11 when he began photographing his family and neighbourhood. Harvey was named Magazine Photographer of the Year by the National Press Photographers Association in 1978. His work has been exhibited at the Corcoran Gallery of Art, the Nikon Gallery, the Museum of Modern Art in New York and the Virginia Museum of Fine Arts.
• Jonas Bendiksen is a Norwegian photographer who began his career at the age of 19 as an intern at Magnum’s London office, before leaving for Russia to pursue his own work as a photojournalist. In his works, Jonas often focuses on isolated communities and enclaves. He has received numerous awards, including the 2003 Infinity Award from the International Center of Photography, New York, and second place in the Daily Life Stories for World Press Photo, as well as first prize in the Pictures of the Year International Awards. His documentary of life in a Nirobi slum, Kibera, published in the Paris Review, won a National Magazine Award in 2007.

The Frame’s Art Store continues to expand, with more than 850 works of art from some of the world’s most renowned art institutions, including the Albertina, Museo Del Prado Collection, Yellow Korner, Victoria & Albert Museum, Berlin State Museum and more.

Samsung will showcase ‘The Frame’ for 2018 along with its latest television and audio announcements in its booth at IFA, located at the City Cube Berlin on Level 2. For more information, please visit www.samsung.com.