Samsung 'The Frame' Selected as Official Display for Switzerland's 'Art Basel'

Exhibition from 13th to 16th... Artworks Presented on 4K Screens

Samsung Electronics announced on the 11th that its lifestyle TV 'The Frame' has been selected as the first official display for the world's largest art fair, 'Art Basel in Basel 2024.'

A model at the world's largest art fair "Art Basel in Basel 2024," held in Basel, Switzerland, is examining Samsung Electronics' "The Frame."
[Photo by Samsung Electronics]

The fair, held from the 13th to the 16th (local time) in Basel, Switzerland, features 285 galleries from 40 countries showcasing artworks in various genres and forms.

Samsung Electronics will set up the 'Samsung The Frame Lounge' within the Art Basel exhibition hall. Under the theme 'A New Way to Explore Art,' it will present various artworks on 4K quality screens.

A 'The Frame Wall' composed of 14 The Frame units will be installed on the exterior wall to provide an overwhelming visual experience.

A 'Highlight Zone' exhibiting works from Samsung's digital art subscription service, 'Art Store,' will also be prepared.

Samsung Art Store curators and key figures from Art Basel will hold a live discussion sharing the significance of the collaboration between Art Basel and The Frame.

The Frame allows users to display artworks or photos on the screen when not watching TV and can be used like a picture frame by attaching a separately sold dedicated bezel.

Through the Art Store, over 2,500 works in various genres can be exhibited inside the home.

Kim Cheol-gi, Vice President of Samsung Electronics' Visual Display Business Division, said, "We will continue to provide diverse digital art experiences with The Frame's vivid picture quality and contribute to the expansion of the art ecosystem."