Samsung will use The Frame television to showcase art during London Design Festival

By Ben Hobson

Samsung is staging an art exhibition during London Design Festival, where works will be displayed on the screens of the brand’s new television, which was designed by Yves Behar to look like a picture frame.

Samsung’s The Frame television by Yves Behar is designed to look like a picture frame. Artwork: JM-GD 14 PAN by Bohnchang Koo (2006)

Samsung is collaborating with online art gallery Saatchi Art for the exhibition, which takes place at the Old Truman Brewery on Brick Lane from 21 to 25 September 2017, and will feature works by a range of international artists.

The event will showcase The Frame – a television designed to look indistinguishable from a framed artwork – as well as a new service Samsung has created to allow users to browse and purchase artworks, which they can display on the device when they are not watching TV.

The Frame television by Samsung
The Frame can be customised with a variety of different coloured frames. Artwork: Splish by Brian Alfred (2017)

“With this event, we are launching what we are calling the new digital art era,” says Samsung product manager Patrick Szen in this movie, which Dezeen filmed for Samsung in Berlin.

“It is Samsung’s vision for how people will buy art digitally in the future and display it in their homes.”

Users are able to upload their own photographs onto the television via a mobile application, or can choose from 100 free artworks that come pre-loaded on The Frame.

The Frame television by Samsung
Users are able to buy artworks from Samsung’s online store to display on the television

Samsung has also created an online art store, where customers can buy digital reproductions of artworks from a range of different art galleries and dealers such as Albertina, the Museo del Prado, Lumas and Saatchi Art.

Customers can buy artworks by contemporary photographers and artists, as well as digital reproductions of iconic works by famous artists such as Peter Paul Rubens, Claude Monet and Wassily Kandinsky.

The Frame television by Samsung
The art store features works by contemporary artists, as well as iconic pieces by famous artists. Artwork: The Water Lily Pond by Claude Monet (c. 1917-19)

“With The Frame, we haven’t just designed a new TV device, we’ve created a service to make art more accessible,” says Szen.

“So customers have a chance to use it as a window to the world of art.”

For the London Design Festival installation, Samsung will display a range of new artworks curated by Saatchi Art in a gallery space. There will also be a pop-up shop where visitors will be able to try out the features of the television and order it.

The Frame television by Samsung
Samsung is collaborating with online gallery Saatchi Art to put on a pop-up art gallery during London Design Festival. Artwork: Dancer: Gama #0 by Cody Choi, Saatchi Art

The installation will be open from 21 to 25 September at The Old Truman Brewery, 91 Brick Lane, London E1 6QL.

This movie was filmed by Dezeen for Samsung at the IFA consumer electronics trade show in Berlin. Additional video footage and still photography courtesy of Samsung.

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Source:: Dezeen.com