Samsung Turns Television into Art with The Frame

Samsung Electronics America has transformed television viewing with The Frame, which offers both entertainment and art for the home.

Samsung Electronics America has unveiled The Frame, a new television which resembles a gallery-like art display. From 18 June, consumers will be able to purchase the lifestyle product created in collaboration with famed designer, Yves Behar, to offer entertainment as well as enhance the home.

Conceptualised with the modern user in mind, the 4K Ultra HD variant features a combination of technology and design aimed at achieving premium picture quality. When not displaying a television programme or playing movies, it turns into a customisable art or photo exhibit when on ‘Art’ mode.

“We are changing how consumers actually view the TV itself. The entire concept is totally ground-breaking. When it’s turned on, it offers stunning picture quality. When it’s turned off, it becomes the picture itself,” said Dave Das, Senior VP of Consumer Electronics for Samsung Electronics America.

The Frame comes in two sizes: 65 and 55 inches. Optional bezels including white, beige, and walnut shades of wood are available for both, allowing for further customisation to complete a range of living spaces and personal styles.

Samsung has been a global winner of the World Branding Awards under the Consumer Electronics – Televisions category for three consecutive years (2014 – 2016) now.