▲ Zhu Jinshi’s This Triptych is as Gorgeous as the Autumn in a Scented Room (2023) shown on Neo QLED 8K by Samsung.

Samsung Electronics, the Official Art TV of Art Basel has announced that it is bringing contemporary masterpieces from galleries exhibiting at Art Basel Hong Kong 2025 to a global audience. From now on, subscribers of the Samsung Art Store, a premium digital art platform exclusively available on Samsung TVs, will have access to a curated collection of 23 select works from Art Basel’s galleries, some of which will be displayed at the highly anticipated fair, taking place from 28-30 March 2025,^[1] at the Hong Kong Convention & Exhibition Centre.

The Samsung Art Store is home to 3,000+ works from world-renowned museums, galleries and artists. Subscribers can explore expertly curated masterpieces in stunning 4K resolution to bring the program of Art Basel galleries into their homes. The Art Basel Hong Kong collection includes renowned artworks such as Zhu Jinshi’s “This Triptych is as Gorgeous as the Autumn in a Scented Room,” Ticko Liu’s “Enduring as the Universe,” Jimok Choi’s “Shadow of the Sun,” Bae Yoon Hwan’s “Green Bear,” and more.

“Samsung Art Store is making fine art more accessible than ever, bringing the premier artworks presented by top international galleries at Art Basel Hong Kong directly into people’s homes,” said Bongjun Ko, Vice President of Samsung Electronics’ Visual Display Business. “We are proud to expand this experience to more Samsung TV owners worldwide, allowing them to enjoy world-class artwork in stunning 4K quality with just a few clicks.”

 Bringing the Art Basel Experience to Samsung TVs

▲ Ticko Liu’s Enduring as the Universe (2024) shown on Neo QLED 8K by Samsung.

Art Basel stages the renowned premier art shows for modern and contemporary art, sited in Hong Kong, Basel, Paris and Miami Beach. Through the Samsung Art Store, a curated selection of these masterpieces is now available beyond the exhibition halls, allowing art lovers worldwide to experience select artworks presented by the best international galleries at Art Basel – all from the comfort of their homes.

To further highlight the intersection of art and technology, Samsung will present an interactive lounge, titled: ArtCube, ^[2] at Art Basel Hong Kong on March 28-30. The showcase will demonstrate how The Frame, MICRO LED and Neo QLED 8K redefine digital art experiences by displaying artwork, including those from the Art Basel collection in breath-taking detail. Under the theme: “Borderless, Dive into the Art,” ArtCube visitors will engage with Samsung Art Store’s exclusive collections, bridging the gap between physical and digital art.

In addition to its ArtCube Lounge experience, Samsung presents a series of panel discussions highlighting influential voices from the contemporary art scene. Daria Greene, Head of Content and Curation at Samsung leads each engaging one-on-one dialogue. The conversations feature Hayley Romer, Chief Growth Officer of Art Basel, and Marc Dennis, an American artist known for his hyper-realistic paintings.

Expanding Samsung’s Digital Art Authority

While previously exclusive to The Frame and MICRO LED, the Samsung Art Store will soon be available on 2025 Samsung AI-powered Neo QLED and QLED TVs,^[3] as part of Samsung’s mission to bring outstanding art to an even bigger audience. In addition to the Art Basel Hong Kong collection, Samsung will continue its partnership with one of the most prestigious art fairs by introducing exclusive artworks from Art Basel’s Basel and Paris collections later this year.

“We are proud to partner with Samsung Art Store on the 2025 Art Basel Hong Kong collection – extending Art Basel Hong Kong’s exceptional cultural experience beyond the halls of the show and creating new, year-round opportunities for an even broader audience to engage with Art Basel’s distinguished international programme of galleries and their artists,” said Noah Horowitz, CEO of Art Basel.

The Art Basel Hong Kong collection features works from 17 globally acclaimed artists, including Jimok Choi, Bae Yoon Hwan, Stephen Wong Chun Hei, Ticko Liu, Alasie Inoue, Tromarama, Damian Elwes, Zhu Jinshi, Nakai Katsumi, Cao Yu, Hamra Abbas, Nabil Nahas, Owen Fu, Sophie von Hellermann, Chow Chun Fai, Gillian Ayres and Gongkan. For more information, visit www.samsung.com.

* The content has been revised to provide more accurate information.

^[1] Event is open to the public from March 28-30, after VIP opening from March 26-27.
^[2] Samsung Lounge ‘ArtCube’ will be located in L3, the main exhibition floor inside the Hong Kong Convention and Exhibition Centre.
^[3] For models Q7F and above.

Samsung Electronics has announced that its Neo QLED and Lifestyle TVs have been awarded EyeCare Circadian certification by Verband Deutscher Elektrotechniker (VDE), a leading electrical engineering certification institute in Germany. This achievement highlights Samsung’s commitment to developing technology that supports natural circadian rhythms, promoting well-being and visual comfort.

“This certification underscores our dedication to creating products that elevate the user experience by prioritising eye comfort and reducing visual strain, all while delivering exceptional picture quality,” said Taeyong Son, Executive Vice President of Visual Display Business at Samsung Electronics. “We will continue to drive innovations that anticipate and adapt to users’ evolving needs, offering both immersive entertainment and sustainable long-term comfort.”

The certification covers major models across the Neo QLED and Lifestyle line-ups, including The Frame and The Serif. Six critical criteria are evaluated when determining when a product is fit for certification: Safety for Eyes, Gentle to the eyes, Flicker Level, Uniformity, Color Fidelity and Circadian Stimulus (CS) index — a framework designed to assess visual comfort and circadian rhythm alignment.

Central to Samsung’s achievement is EyeComfort Mode, which automatically adjusts luminance and colour temperature based on time of day and ambient lighting conditions. By simulating natural light patterns, the mode reduces strain during daytime viewing and fosters a restful nighttime environment, aligning with the body’s natural rhythms.

This certification adds to a series of recognitions for Samsung TVs, highlighting their user-centric products and features. The Neo QLED series previously earned VDE’s Circadian Rhythm Display certification, while Samsung’s Lifestyle TVs received Glare-Free verification from Underwriters Laboratories (UL) for reducing visual strain. Additionally, for their exceptional color accuracy, Samsung TVs are Pantone Validated.

Samsung’s SolarCell Remote exemplifies Samsung’s commitment to the environment, and as it celebrates its third anniversary, Samsung Newsroom is exploring how this eco-conscious product has progressed since its initial release in 2021, with perspectives from JongKeun Lee of H/W Platform Lab and HyunJoo Kim of Mecha Solution Lab.

(From left) JongKeun Lee from H/W Platform Lab and HyunJoo Kim from Mecha Solution Lab

Eliminating the Need for Disposable Batteries

Samsung developed the SolarCell Remote to combat the environmental impact of discarding used batteries. It is a rechargeable remote control, with a solar panel (solar cell) that can be charged by sunlight or indoor lighting. The remote can also be charged with a USB-C cable so consumers have many ways to charge their remote.

“The level of carbon emissions from the SolarCell Remote, from production to disposal, is roughly one-third of that of the manufacturing of disposable batteries¹,” said JongKeun Lee from H/W Platform Lab. “By eliminating the need for disposable batteries, not only are fewer resources consumed but carbon emissions are lowered by manufacturing fewer batteries over time.”

Another remarkable feature is its low power consumption. The SolarCell Remote was designed to run on about 10% of the power that typical remote controls use. “Samsung made significant progress by drastically eliminating unnecessary outputs and operations, contributing to great energy savings,” added Lee.

The SolarCell Remote Recycles More Than Six Tonnes of Waste

Twenty-four percent of the plastics used in the SolarCell Remote come from recycled materials. This means more than six tonnes of waste are recycled for the annual production of 10 million SolarCell Remotes. This equates to about an 18% decrease in carbon emissions compared to production using conventional materials.

This was no simple undertaking. It takes time and effort to develop and apply alternative materials made from recycled waste in a meaningful way.

“With growing concerns about ocean waste, we looked carefully into many solutions. We chose to use recycled plastics from discarded fishing nets for 20% of brackets of the 2023 SolarCell Remote,” said HyunJoo Kim from Mecha Solution Lab. “Going forward, we aim to foster the use of these resources and utilise recycled plastics more aggressively.”

“This year, we started using recycled plastics from discarded fishing nets. While they are costly and difficult to process, the end result is a higher quality of materials which contribute to our mission of everyday sustainability,” added Kim. “The process is quite extensive, from sorting out the waste to cleaning, removing toxic substances and improving material properties.”

In recognition of this product’s eco-conscious design, Time Magazine selected the SolarCell Remote as one of Time Magazine’s “The Best Inventions of 2022”.

All of Samsung’s 2023 Lifestyle TVs are equipped with the 2023 SolarCell Remote. Samsung’s goal is to integrate more eco-conscious products and processes into a wider range of models across regions and empower consumers to live a more sustainable lifestyle.

In addition, Samsung decreased the size of the SolarCell Remote by 25% in its latest iteration. This means that the remote control uses less plastic while enhancing the product’s usability.

“As the SolarCell Remote became smaller, manufacturing uses less plastic and it became an ideal size for consumers’ hands, making it a better product all around,” Lee explained.

Pursuing an Eco-Conscious Strategy With a Streamlined Approach

So, what are Samsung’s next steps to enhance sustainability of the SolarCell Remote?

“We are continuing to move in the direction of light, thin and small to keep the use of plastic low,” said Kim.

“We are dedicated to creating a user-friendly remote control that consumes fewer resources and less energy,” said Lee. “Samsung’s ultimate goal is to empower users to control products with minimal effort while reducing the use of materials and energy. This could mean one day we get rid of the remote control entirely. The SolarCell Remote is a bold step in the direction of everyday sustainability and we can’t wait to show everyone what’s next.”

The ambitious journey of the SolarCell Remote to contribute to a more eco-conscious lifestyle is just beginning.

¹ Considering most TVs are used for seven years and an AA battery for their remote controls are replaced once in a year, the number of discarded batteries for a TV will be 14 every seven years. This means charging and using SolarCell Remote for seven years reduces carbon emissions by one third compared to using AA batteries.

Samsung proudly supports Busan’s bid for the World Expo 2030.

Expanding to other spaces, the event served as a picture-perfect backdrop to the launch of The Premiere, which brought the themes to life in a big way. Over time, the focus of Samsung’s Lifestyle TVs has continually shifted and evolved. Due to the pandemic, many people prefer watching movies at home to going to the theatre these days. The Premiere is specifically designed for those who want to create a theatre-like environment in their homes. This easy-to-install model boasts a large, theatre-like screen with very sharp picture quality. With The Premiere, you can enjoy your favourite content on an ultra-large screen from the comfort of your home. With a premium fabric finish, The Premiere also serves as an excellent complement to your interior décor.

As the global leader in the TV category for the past 15 consecutive years, Samsung’s approach to innovation has seen their TVs evolved to be more visually stunning than ever before, while accommodating new uses and functions that showcase the TV’s diverse and flexible role in the home. Whereas the TV used to simply be a device for delivering entertainment, it has now become a central component of users’ interior design schemes. The Frame and The Serif TV reflect this theme by giving South Africans the opportunity to express their vision in unexpected ways, while still enjoying 4K QLED picture performance.

The Serif TV blurs the lines between modern design and technology. It is both stylish in concept and stunning in picture quality. With its Iconic I-shape profile, The Serif beautifully integrates into your personal style and interior décor. Its slim frame turns it into a statement piece.

TV when it’s on, art when it’s off, with its frame-like design, The Frame TV looks impressive on any wall. When it’s switched off, it turns into pieces of art in your home. Turn it on and enjoy your favourite shows in stunning 4K QLED quality. The Frame is a TV with an elegant and modern frame that seamlessly blends into your decor. You can customise your look with a range of different colour frame options to beautifully complement any space.

More than just a TV, Samsung’s lifestyle range is an opportunity to express yourself, in your space, in your own unique way.

“During the past year, we have witnessed the pivotal role technology played in helping us carry on with our lives and stay connected with each other,” said Nivash Ramsern, Head: Visual Display at Samsung South Africa. “Our commitment to an inclusive and sustainable future goes hand-in-hand with our relentless pursuit for innovation to meet consumers’ ever-changing needs – from reducing the carbon footprint of our products, to providing a suite of accessibility features, to offering an unparalleled viewing experience that fits each user’s lifestyle.”

A Sustainable and Accessible Future for All

Over the next few years, Samsung will embark on a journey of “Going Green” in aligning TV business operations through the following long-term sustainability programs:

• Reducing Carbon Footprint and Improving Energy Efficiency: Samsung will seek to systematically decrease its overall carbon footprint in TV manufacturing. The company will also seek to lower user power consumption and use more recycled materials across its entire TV line.
• Sustainable Packaging Design: Building on valuable consumer feedback, Samsung is expanding its award-winning ‘Eco-packaging’ design to all 2021 Lifestyle TVs and most of the 2021 Neo QLED line. This sustainable solution can upcycle up to 200,000 tons of corrugated boxes each year.¹ By minimising text and graphic imagery on the Eco-packaging, the oil-based ink from colour printing that’s traditionally used on TV boxes is eliminated, helping to further reduce waste.
• Solar Cell Remote Control: In 2021, Samsung TVs will come with a solar-powered remote control that can be recharged by indoor light, outdoor light or USB—a first-of-its-kind innovation for the brand. This will help prevent waste from a projected 99 million AA batteries over seven years.² To construct the remote, Samsung innovated manufacturing process that upcycles plastics from recyclable bottles –including 24% recycled content.³

Samsung’s 2021 accessibility features – now available on all 2021 QLED and Neo QLED models – bring the latest advances in technology and Artificial Intelligence(AI) to help more people comfortably enjoy their TV experience. The 2021 line adds new features such as Caption Moving, Sign Language Zoom and Multi-Output Audio, giving those with the hard of hearing, the deaf, people with low vision, and the blind the ability to optimize their viewing to their needs and preferences. By 2022, Samsung is committing to expand its Voice Guide feature—which provides audio guidance for people with the deaf and people with low vision. And Samsung will continue to develop new AI based features to enhance the accessibility of Samsung TVs in the years to come.

Neo QLED Takes a Quantum Leap in TV Display Technology

Samsung is introducing a whole new display technology, Neo QLED, to its flagship 8K (QN900A) and 4K (QN90A) models. Samsung is taking QLED to the next level enabled by new light source, Quantum Mini LED precisely controlled by Quantum Matrix Technology and Neo Quantum Processor, a powerful picture processor optimised for Neo QLED.

Samsung designed the Quantum Mini LED to be 1/40 the height of a conventional LED. Instead of using a lens to disperse light, and a package to fix the LED in place, the Quantum Mini LED has incredibly thin micro layers filled with many more LEDs. Quantum Matrix Technology enables ultra-fine and precise control of the densely packed LEDs, preventing blooming—and allowing viewers to enjoy content as its meant to be seen. Neo QLED increases the luminance scale to 12-bit with 4096 steps; this helps make dark areas darker and bright areas brighter, resulting in a more precise and immersive HDR experience. And Neo QLED benefits from Samsung’s proprietary, powerful Neo Quantum Processor with enhanced upscaling capabilities. By using up to 16 different neural network models, each trained in AI upscaling and deep learning technology, the Neo Quantum Processor can optimise picture quality to 4K and 8K picture output regardless of the input quality.

Samsung’s 2021 Neo QLED 8K features a new Infinity One Design—a nearly bezel-less screen providing an even more immersive viewing experience in a sleek design and form factor. And Neo QLED 8K’s attachable Slim One Connect box—an all-new cable management system that can be attached to the TV’s back—allows for an easier install and cleaner aesthetic. The 2021 Neo QLED 8K also packs in several premium, room-filling audio features; Object Tracking Sound (OTS) Pro’s dynamic sound corresponds to the movement of objects on screen, and SpaceFit Sound analyses the installed TV’s physical environment and outputs immersive sound tailored specifically to your space.

Samsung’s 2021 Neo QLED 8K and 4K models offer smart features that expand the role of the TV and help consumers meet their changing needs when it comes to fitness, entertainment and the home office.

• Samsung Health seamlessly transforms the home into a personal gym, and the new Smart Trainer feature tracks and analyzes posture in real time, just like a personal trainer. During and post-workout, Smart Trainer provides feedback on form, helps you count your reps, and estimates calories burned. With video and interactive training via Bixby-enabled voice control, Samsung Health Smart Trainer elevates and personalises the home workout experience.
• With two new exclusive features, Samsung is delivering the ultimate TV gaming experience. Super Ultrawide GameView gives gamers the option to play not only at the wide 21:9 aspect ratio, but even at the ultrawide 32:9 ratio. The wider field of view ensures gamers don’t miss a moment of the action. And Game Bar lets players quickly monitor and adjust critical aspects of play—whether that’s switching aspect ratios, checking input lag, or connecting a headset. Finally, FreeSync Premium Pro minimises stuttering so players enjoy smooth picture quality throughout gameplay.
• With Google Duo, consumers can use their phone to initiate a high-quality, high-speed video call that up to 32 people can join—no matter which operating system they’re using. With Google Duo app, you can make video calls directly through an optional USB-connected and with smart camera solution, the camera can follow your movements. It will automatically zoom in and out so you’re just the right size, always in focus.
• PC on TV on Samsung devices allows consumers to connect a PC to the TV, enabling working and learning from home through the TV screen with a connected mouse, keyboard, and PC. Consumers can also directly access MS Office 365 through the TV’s web browser to create and edit documents. Simply install an Easy Connection app on your computer and log into your Samsung Account—and your TV will automatically connect to your PC, making working from the living room seamless.

Opening a New Era of Breath-taking Picture Quality and Design With MICRO LED

In 2021, the promise of Micro LED comes home. With the new MICRO LED line, Samsung has made Micro LED available in a traditional TV form factor for the first time—bringing consumers an incredible visual experience on an ultra-large next-generation screen.

Available in 110’’, 99’’, and smaller sizes by the end of the year, the new MICRO LED line uses micrometer-sized LED lights to eliminate the backlight and colour filters utilised in conventional displays. It is self-illuminating, producing stunningly lifelike colours and brightness through its 24 million individually controlled LEDs. And with a Monolith Design defined by over 99% screen-to-body ratio, all you will see is the breath-taking picture quality.

Samsung has innovated its Smart TV features to take advantage of the new MICRO LED line’s massive screen. For example, consumers can use the 4Vue(Quad View) feature to comfortably watch up to four different content sources simultaneously on one screen. Viewers can connect multiple external devices to keep up with multiple playoff games at once, or stream a walkthrough while playing a video game—all in stunning quality and size.

Finally, the new MICRO LED’s dynamic audio experience is just as immersive as its visuals. With Majestic Sound, it delivers breath-taking 5.1 channel sound with no external speaker—transforming any room into a luxurious home theatre.

Enhancing the Award-Winning Lifestyle TV Portfolio

Samsung is also making enhancements to its 2021 Lifestyle TV line with new design and form factors to reflect the changing interests and tastes of consumers. Since launching in 2017, The Frame has redefined the television, transforming displays into stunning works of art, with over one million units sold.

The 2021 version builds on The Frame’s innovative legacy, offering a more customisable experience in a slimmer form. The Frame is about half thinner⁴ compared to previous iterations, mirroring the depth of a traditional picture frame. New attachable bezel options come in five colour options and two different customisable styles—Modern and Beveled—to match the aesthetic of whatever room The Frame is in.

With a subscription to The Frame’s all-new Art Store, consumers will be able to enjoy 1,400+ carefully curated pieces. Samsung’s new AI-based auto-curation technology better analyses individual consumer preferences to recommend artwork.

Samsung’s lifestyle TV portfolio including The Frame and The Serif has near-endless options for customisation. This immediately upgrades the décor of any home.

For more information on Samsung’s  TV lines, please visit https://www.samsung.com/

¹ Based on internal research.

² Based on internal research. Results may vary upon usage circumstances.

³ Based on internal research.

⁴ 46% slimmer than the previous models.

^* Revision has been made from ‘AAA batteries’ to ‘AA batteries’ with regards to the Solar Cell Remote Control on March 11, 2021 .

During the event, Samsung declared its commitment to a more accessible and sustainable future and introduced its 2021 product range of Neo QLED, MICRO LED, and Lifestyle TVs. Those who missed the live event can check out the First Look 2021 video in full below to make sure they are kept abreast of all the exciting announcements Samsung has made.

Samsung’s introduction of the ‘lifestyle TV’ has revealed new and dynamic ways to enhance our homes to suit our style. With the holidays coming up, now’s the perfect time to explore what the company’s versatile lineup has to offer.

Read on for a handy gift guide covering the ins and outs of Samsung’s lifestyle TVs, as well as the best holiday gifts to pair with each one.

With its elegant bezels and modern look, The Frame is a lifestyle TV for those who truly love art. The TV’s built-in Art Mode transforms your living space into your own personal art gallery, allowing you to decorate your home with approximately 1,400 artworks from world-renowned artists and galleries.

To add an extra touch of realism, the TV includes a function that mimics the texture of canvas, making its digital reproductions look as detailed as the real thing. Its bezel is detachable and magnetic, and can be easily swapped with bezels of different colours to suit your taste, décor or artwork.

Those who like The Frame may also like:

• 1) A Hand Drip Coffee Set: When enjoying art, a fresh cup of coffee – especially a rich and aromatic hand-drip – can help you destress and focus on what you’re viewing.
• 2) Colouring Books and Coloured Pencils: We’ve all got a creative side. Why not take some inspiration from The Frame and create your very own works of art?
• 3) Scented Candles: Not only are pleasant scents relaxing, but they can also add an elegant, gallery-like atmosphere to your home.
• 4) Flowers and Vases: Placing just a few tasteful vases around the house can do wonders for your interior. Cotton flowers are great for adding a wintry touch to your home gallery.

Co-created with French furniture designers Ronan & Erwan Bouroullec, The Serif gained acclaim as a furniture-like TV with its distinctive I-shaped design. The Serif is perfect for those who appreciate interior design. The TV’s striking form is complemented by a likewise eye-catching floor stand¹ that makes the device feel like an objet d’art. For eco-friendly consumers, The Serif comes with ‘eco-packaging’ – a new kind of product packaging that facilitates the upcycling of the boxes, to easily make a small table, shelves or a cat house.

Those who like The Serif may also like:

• 1) Rugs: An elegant rug nicely complements a standing TV. If you plan on placing The Serif in your living room, we recommend a rug made with high-density fibres. If you want to use the TV in your bedroom, we recommend creating a soft atmosphere by choosing a rug that features colours or patterns that complement your bedding.
• 2) DIY object and Ornaments: The top of The Serif can be used as a shelf to hold souvenirs and other items that express your individuality.
• 3) Mini Flowerpots: The Serif’s eco-friendly packaging introduces the concept of upcycling to TV packaging design. After using the packaging to create small items of furniture, you can decorate your furniture, or The Serif itself, with miniature flowerpots.

¹ Sold separately

“We are pleased to be recognised for a second successive year in this highly respected survey. This is a testament to our continuing efforts to bring innovation to all South Africans. As we continue to listen to their needs, we will create TV technology with immersive sound, endless detail, minimalist design and unrivalled technology – an innovation that makes life infinitely better, “said Cambridge Mokanyane, Chief Marketing Officer at Samsung South Africa.

The 2020/2021 Ask Afrika Icon Brands Survey measures solo usage, which means that consumers will use only one brand within the product category, rather than a repertoire of favourite brands. Samsung, which has been the global number one TV brand for over 14 years, has a proud history of bringing innovative TV technology to South Africa including the launch of 8K television in 2019. Ranges such as the 2020 QLED TV and lifestyle TV’s continue to deliver previously unimagined viewing and audio experiences, by creating the best possible quality for next-generation displays.

JOHANNESBURG, South Africa – 24 August 2020 – There is no doubt that your living space is a reflection of who you are and how you live, and now Samsung has created the technology to help you reimagine it in your unique way. Incredibly, you can transform the design aesthetic of your room through the TV you choose to display. Samsung’s 2020 Lifestyle Range of TVs are so much more than screens. They’re stylish pieces of design that’ll elevate your space. Through The Frame TV and The Serif TV, a new world of possibilities awaits. Each combines innovative design with stunning QLED picture quality and Smart TV features to deliver a seamless and intuitive TV journey.

“As the world’s leading TV brand, we ensured that both TV’s benefit from Samsung’s pioneering QLED technology. This includes stunning picture quality, awe-inspiring sound and innovative features that give you a personalised, cinematic experience. However, they also happen to be remarkable works of art, “said Nivash Ramsern, Head: Visual Display at Samsung South Africa.

Both The Frame and The Serif have their own unique design architecture. Let’s discover the features that make it easier to select the look that best suits your vision:

The Frame – TV When It’s On. Art When It’s Off

With its frame-like design, this TV looks great on every and any wall. Even more so when it turns off, and turns into one of over 1,000 pieces of art. Style meets substance with The Frame TV. Turn it on and enjoy your favourite shows in stunning 4K QLED quality. Switch it off and it becomes a virtual art gallery in your home.

Designed to look like a frame

The Frame is a TV with an elegant and modern frame that seamlessly blends into your decor. You can customise your look with a range of different colour frame options to match the style of your home and beautifully complement any space. It belongs anywhere in the room you feel best works for you. You can even think beyond the walls with various TV stand options that match you and the style of your interior. It’s a natural work of art. Care has also been taken to the details like a no-gap wall mount. Imagine easily hanging The Frame close against the wall, just like a real picture. With Samsung’s No-Gap wall mount it’s effortless.

Ambient Mode + brings your vision to life

TV no longer has to be just a black screen. Ambient Mode lets you change what you see on-screen. Set it up so the time, weather, and news headlines are waiting for you every time you look over or have The Frame match the surrounding wall’s colour and pattern to virtually blend in. It’s all up to you. Ultimately, the Frame fits seamlessly into any living space and its One Invisible Connection it hides cables so you can connect all your devices without any messy or tangled wires.

The Serif – Beautiful At Any Angle

Designed to look good in any room, The Serif blurs the lines between modern design and technology. It is both stylish in design and stunning in picture quality. With its Iconic I-shape profile, The Serif beautifully integrates into your personal style and interior décor. The slim frame turns it into a statement piece. Through its versatile design, you can enjoy the view of your TV from all angles with The Serif’s harmonious design. And with a detachable metal floor stand, you now have the freedom to place your TV almost anywhere in your space.

The Power of technology through wireless music and NFC (Near Field Communication)

Here’s where form meets function: With just one touch, you can play music from your compatible smartphone through the Serif’s powerful TV speakers. * This means you can transfer what you’re watching on your mobile phone onto your TV screen with just a quick tap on The Serif. With MultiView you can split your TV screen in two, putting the content you’re watching on one side while mirroring your mobile screen on the other. This means you don’t have to look away from the TV screen to glance at your phone anymore. Adding to the personalisation, from set-up to streaming the QLED 4K Smart TV allows you to easily navigate different devices and apps such as Netflix and YouTube. And either way, you will also experience intense colour and deep blacks with Samsung’s QLED TV’s Quantum Dot technology.

Add Nature’s beautiful inspiration

Aside from the TV design itself, Ronan & Erwan Bouroullec created screen images exclusively for The Serif. One pattern with a beautiful leaf and another with textured fabric-both were inspired by the beauty of nature. They’re available in Ambient Mode so you can share some of the natural inspiration at home when it’s turned off. And this is where your TV disappears and your vision comes to life.

Whichever of the two lifestyle TV’s you choose, there is no denying that this is technology that will make you rethink what a TV can and should look like.

The Samsung lifestyle TV range is available at the following recommended retail prices:

Frame TV 65″ – R32 999

Frame TV 55″ – R26 999

Serif TV 55″ – R22 999

Serif TV 49″ – R17 999

Serif TV 43″ – R14 999

* When using NFC on TV, Bluetooth on your compatible mobile will automatically activate. Compatible TV and device must be turned on. Only supported by Android OS-based smartphones that support Near Field Communication (NFC) wireless information sharing.

** Ambient Mode performance may vary depending on where the TV is installed including wall designs, patterns or colours.

A new era of spatial design has begun. When choosing items to design their spaces, people no longer seek technical premiums, or blindly follow trends. People nowadays base their design needs in each individual preference and lifestyle, rather than being conscious of others. This goes the same for TVs. Now, users personally choose their TVs and place it in their homes in a way that best suits their lifestyles. In light of this, it was necessary to redefine and innovate the TV experience in order to design a TV that can intimately and harmoniously meld with individual lives.

This was TV

“TVs are always found in the same places.
It’s surrounded with various devices.
Wires are everywhere, uncontained, in disarray.
Their shapes and colors are identical.
Once installed, a TV takes root and becomes hard to relocate.
The biggest, most expensive TV is the best.
When turned-off, a TV adds nothing to the space.
Choosing a TV and interior design are two separate things.”

To bring innovation to TV design, we crossed off common stereotypes, one by one. Through this process, we were able to develop a TV design that alleviates user inconveniences, enhances essential functions, and harmonizes with any space.

The Next Innovation in TV – QLED

The QLED TV has unrestricted freedom in every aspect. Its viewing experience, as well as its installation method and location are all unconfined to any specific space or time. We ask ourselves why we have been stuck in restrictive and old interior design habits of placing a TV in the living room across from a sofa. By replacing a minor nuisance with innovative design experience, the QLED TV has become an objet d’art that elevates the ambience of its space regardless of being turned on or off.

360˚ Design Pushing the Boundaries of Space

Up until now, the back of a TV was an obsolete area in terms of TV design because it was not in view. However, with the idea of placing a TV in the center of a particular space in mind, all areas of the QLED TV have been intricately designed. Once you turn on the screen that can produce 100% color volume, the QLED TV becomes an even more dominant presence in its space.

Designing ‘Disappearance’

The German term ‘Kabel-Salat’ literally translates to a ‘Cable Salad’, which describes a messy bundle of tangled cables. These tangled cables are often seen surrounding TVs nowadays, and never fail to distract us from the surrounding space. The QLED TV features ‘Invisible Connection’, a transparent optical cable that has been designed to minimize any visual disturbances no matter where it is located near the TV. Furthermore, the ‘One Connect’ box allows the TV to perform various functions without connecting multiple cables to the TV itself. The nearly wireless QLED TV designs its surroundings with undisturbed tranquility.

A TV that Ascends above Space

Wall-mounted TVs always had wasted spaces behind them. The QLED TV’s ‘No Gap Wall-mount’ effectively minimizes the space between the wall and the TV, thereby creating a modern effect of a TV hovering elegantly and effortlessly close to the wall. The mount maintains a very slim profile, and the bracket inserts itself completely to the back of the TV, altogether elevating the quality of the design.

Stand Design that Reflects User’s Individuality

In addition to wall-mounts, the QLED TV brings your space to life in many other ways as well. With the ‘Studio Stand’, your TV will look like a work of art. The classic easel form allows the QLED TV to express a classical and luxurious aura. The ‘Gravity Stand’ is a metallic cone-shaped stand that has a finish akin to a stylish sculpture. Its contemporary look dictates the ambience of its space like a piece of installation art.

Designed for Your Space – The Frame

On average, people spend 4 hours a day watching TV. In other words, the TV is turned off for at least 20 hours. The design of The Frame has been conceived through the vision of a TV that is beautiful even when it is turned off. Throughout each day, The Frame acts as a precious piece of artwork and naturally dissolves into the everyday moments of our lives.

Two Modes, Two Roles

If there is one item that can dramatically affect the atmosphere of your home, it will undoubtedly be a picture frame. The Frame is the ultimate combination of a TV and a picture frame that embodies unique preferences and design lifestyles. The two modes, ‘TV Mode’ and ‘Art Mode’ can each display unique atmosphere. As you turn off the TV mode, the TV will shift into the Art Mode and act as an objet d’art that brings class to your interior design.

Creating a One-of-a-kind Space

The Frame can showcase splendid artwork and photographs of precious memories as if it were an actual picture frame through its 4K UHD picture quality and Brightness Sensor. The Frame also provides a wide array of content that the user can use to display images that best suit your décor.

The Frame is a platform that brings art to the comfort of your home. You will find a breathtaking collection of more than a hundred professionally-curated art pieces that span ten different genres by 37 artists in the Samsung Collection. Users can display artwork that has been personalized to the tastes of their home interior through The Frame, and conveniently access works of world renown artists with the help of the online art store’s curation.

The Frame also carries various UX designs that help users display their own photographs or artwork. You can choose a background color and utilize six different layouts to position your images in any way you like, and essentially design your very own TV.

A Frame by Frame Option for Your Home Decor

The Frame is designed to be undistinguishable in every way from an actual picture frame, and can blend seamlessly with any interior decoration. Its ‘Customizable Frame’ can easily attach and detach itself from the body, and can be purchased in Walnut, Beige Wood, or White, based on the needs and moods of your interior.

Package that Resonates with the Heart of The Frame

It’s only appropriate to take a unique approach in package design for The Frame considering the unique characteristics of its design. The typography design that beautifully captures the information of The Frame’s functions has become a piece of art itself.

‘Screen Everywhere’ is the future vision for Samsung TV. The QLED TV and The Frame are the manifestations of this vision. A TV that can be placed anywhere in the house and offer new experiences any time of the day. A TV that begins its journey with a user’s ever-changing lifestyle and advances toward new, sustainable values. This is the beginning of innovative TV design that transcends the limits of everything we previously perceived about the TV.