Samsung Electronics today opened exhibition spaces celebrating artistry and design at the London Design Festival, one of the top three worldwide design festivals. Based on the partnership with Saatchi Art, Samsung has created ‘The Frame X Saatchi Art’ gallery to utilize The Frame, the latest lifestyle TV designed for artists, galleries and consumers alike to share and experience art in new ways. Samsung will also host a pop-up store for visitors to see the inspiration behind The Frame.
The Frame is designed specifically to give more purpose and meaning to the TV. Reflecting an entirely new concept and category in television, it beautifully blends into any living space while providing added value and functionality for the home. When The Frame is powered on, it delivers the premium UHD picture quality consumers have come to expect from Samsung. When it’s powered off, it transforms into a work of art – offering a new proposition for the wall and for the home.
“The Frame is created to push the boundary of the conventional TV which we only use when they are powered on.” said Sunghee Han, Vice President of the Visual Display Business at Samsung Electronics. “Changed to a beautiful art pieces when it’s powered off, The Frame will also be a new standard for artists and galleries to share their work through The Frame’s innovative feature ‘Art Mode’, bringing art into the consumer’s lifestyle.”
At the London Design Festival, ‘The Frame X Saatchi Art’ gallery showcases prominent artwork from the online art gallery, Saatchi Art, which represents thousands of extraordinary artists from all over the world. Visitors will also have the chance to interact with The Frame and learn more about the Art Store at The Frame pop-up store. Through the Art Store, The Frame creates an ecosystem that provides an opportunity for artists or galleries to share their artwork on a platform that is professionally curated to meet the tastes of any consumer.