Samsung The Frame: TV When It's On, Art When It's Off

  • by IMAGE

The launch of Samsung’s ground-breaking new The Frame felt like a proper gallery opening- artist Leah Hewson’s colourful graphics work adorned the soaring walls of 72 Grafton Street, an ornate classical space with a Soho loft feel. At first inspection, it was impossible for guests to tell that the artist’s work was actually being displayed on The Frame screens. Hanging flush with the walls, the imagery was so high definition it fooled everyone including gallerists and top interior designers.

Redefining how people experience art, The Frame raises the design bar for tech in general to new levels, beautifully blending into any living space. When on, it delivers a 4K UHD certified picture, a premium consumers have come to expect from Samsung. When off, it transforms into the work of art (or framed photo) of your choice.

Using the in-built Art Mode feature, users can select the art of their choice from 100 pieces by renowned artists that have been commissioned and selected by Samsung. The Frame can be personalised further by displaying the user’s own photos, they can also choose from a wider range of images by signing up to the Art Store. Samsung’s Art Store is a growing library of more than 300 pieces of established and emerging artists, curated by several international organizations, galleries and museums, including Artspace, LUMAS, Magnum Photos, Saatchi Art and Sedition. Users can change the image as frequently as they wish, saving photos and designs in their ‘My Collection’ folder, which has 2GB of storage.

Available in three sizes (65”, 55” and 43”), exclusive features for The Frame also include a brightness sensor that adjusts colour to optimum levels according to ambient conditions, as well as a motion sensor that switches the display off when users leave the room. Users can also connect to The Frame using their Samsung mobile devices' Smart View mobile companion app through Wi-Fi for added convenience and interactivity.


Interior designers were thrilled to see that The Frame is available with walnut, beige and white bezels, which snap on and off for customisable looks and that the no-gap wall mount on the back of the TV really does enable it to sit flush against the wall. An invisible connection of a transparent optical cable pairing with a One Connect box nearby adds to the illusion of real hanging art and does away with unsightly spaghetti cabling.

World-renowned industrial designer, Yves Behar partnered with Samsung on The Frame’s design proving that technology and art can bring out the very best in one another.

The Frame is available from selected retailers nationwide. Pricing is subject to individual retailers.

For more information on The Frame, visit

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