Samsung has launched ‘The Frame’ – what it describes as “lifestyle TV” – an attempt to populate the TV set with choices from a portfolio of 800 works of art. The Frame is similar to the company’s 2018 QLED range, but specifically designed for near-flush wall-mounting.
The Samsung Art Store, claimed to be the world’s largest art platform for TV, houses an ever-growing and diverse library of artwork from some of the most prominent museums, galleries and artists around the world – including the recent addition of more than 30 iconic pieces of photography from The New York Times.
“We designed The Frame for consumers who love the function of a big, beautiful 4K UHD TV but struggle to design their room around an empty black screen when the TV is turned off,” said Dave Das, SVP of Consumer Electronics for Samsung Electronics America, and in a report carried by Display Daily. “You can travel the world and still be hard-pressed to discover all of the art that is now available on The Frame. It gives consumers the freedom to design the room of their dreams, and the flexibility to change that design whenever they like.”
Thanks to an improved UI, owners of The Frame can browse different art pieces based on the colour scheme of the room, or by a particular medium, like drawings or photography. Then, much like curating a music playlist, owners can create a personalised collection that shuffles through their particular selections.
When not in use, motion and brightness sensors convert The Frame from TV into a lifelike work of art. Just like how a framed picture looks different depending on time of day, these sensors also adjust the screen brightness based on the ambient light in the room.
The Frame comes with choices of bezel (black, white or walnut/beige wood), and exploits Samsung’s No Gap Wall Mount fixing and One Invisible Connection wiring. The wiring carries power but also transmits AV data and help eliminate the clutter of wires beneath the TV set.
The Frame is available now in the US in 55” and 65” models, at $1999 and $2799.