It's a painting and a TV

Yves Béhar worked with Samsung to develop a 4K television that morphs into a piece of wall art when powered off.

‘The Frame X Saatchi Art’ gallery showcases prominent artwork from the online art gallery, Saatchi Art, at the London Design Festival. The gallery represents thousands of extraordinary artists from all over the world. The Frame by Samsung creates an ecosystem is a platform for artists or galleries to share their artwork.

Samsung Electronics opened exhibition spaces at the London Design Festival celebrating artistry and design. The Frame s a lifestyle TV designed for artists, galleries and consumers alike to share and experience art in new ways.

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. It beautifully blends into any living space while providing added value and functionality 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.”

Samsung worked with Saatchi Art chief curator Rebecca Wilson, to host a series of presentations at the London Design Festival, including “Vision Telling,” about the intersection of art and technology, and a “Talk with Artists,” including Colin McCallum and Anna Hymas.

In addition to customized art pieces from the Art Store and the Samsung Collection, consumers can import and display their own images or pictures from directly onto the screen. The Frame comes in 43, 55 and 65-inch models.

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