Samsung’s new TV becomes an art gallery when you’re not watching it
The Frame can go into ‘Art Mode’ and can be customised into an art gallery to exhibit artworks and photographs
Recipient of the CES 2017 Best of Innovation Award, The Frame is Samsung’s newest home entertainment system that combines powerful technology and art.
The Frame is a 4K Ultra HD TV and shines with its simple design. The screen can go into “Art Mode” when not in use and can be customised into an art gallery to exhibit artworks and photographs.
Samsung expects its latest product to redefine what consumers expect from a TV.
“With The Frame, we are changing how consumers actually view the TV itself,” says Dave Das, senior vice-president of Consumer Electronics for Samsung Electronics America. “When it’s turned on, it offers the stunning picture quality our customers expect. When it’s turned off, it becomes the picture itself.”
Samsung’s new lifestyle product is designed in collaboration with Swiss designer, Yves Béhar. The design entrepreneur is the founder of Fuseproject, an award-winning design and branding firm based in San Francisco and New York. Béhar is also the chief creative officer at Jawbone, a leading company in wearable and audio consumer electronics, and the co-founder of August, a next-generation home entry system start-up.
“We began to think about the television not as a consumer electronics product, but as part of our home and of our daily life,” Fuseproject explains on its website. The TV takes up a lot of space in an apartment, so the company came up with the idea of blending the TV into the decor when it’s not in use.
Together with renowned curator Elise Van Middelem, the team procured more than 100 artworks from 37 famous artists and photographers, and scanned them at 4,000k resolution for display in Ultra-High Definition (UHD). If that’s not enough, owners can purchase additional pieces from Samsung’s “Art Store”. Individual pieces can be bought for US$19.99 or via a monthly subscription for US$4.99.