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In partnership with Samsung
The contemporary home is curated with meticulous care. Every furniture and lighting piece, photograph and painting is chosen not just for its appearance, but for the feelings and emotions it evokes. Our spaces are reflections of ourselves – carefully designed, deeply personal. At the centre of many living rooms, one object has resisted this thoughtful curation – the screen. Samsung is redefining that narrative.
(Image credit: Samsung)
Samsung Art TVs (the full family includes MICRO LED, The Frame, The Frame Pro, Neo QLED 8K, Neo QLED and QLED models starting from Q7F and above) are more than a screen. Instead of negative space dominating the room when idle, the Art TVs blend seamlessly with their surroundings, quietly integrating into your home. Designed to be as appealing when switched off as when in use – less like screens and more like works of art – they hang on the wall or sit on freestanding legs, like an artist’s easel (available only for compatible models).
Rather than functioning as a single-use tech product, Samsung Art TVs are lifestyle devices that enable premium art experiences. Instead of appearing as a blank, black box when unused, they allow you to switch to ‘Samsung Art Store’, eloquently displaying a meticulously curated selection of world-class artworks, personal photos, or digital pieces in stunning picture quality.
With a Samsung Art TV, watching a film or series feels cinematic and immersive. And when the show is over, the screen reverts to art. This is technology as interior design, a new category of product where aesthetics and performance are in harmony, placing Samsung at the intersection of art, design and technology.
‘Yves Behar designed the Frame TV to have a clean aesthetic, to “disappear in the décor”,’ says Wallpaper* managing director Malcolm Young, a Samsung Art TV owner. ‘It effortlessly complements my furniture and fixtures. A TV can look sombre when not in use, so it’s always uplifting to see colourful artwork on the screen bring life to what would usually be a big, dark space. I like the fact that I can change the art depending on my mood – at the moment I’m enjoying Keith Haring.’
(Image credit: Samsung)
Blending seamlessly into a home’s interior, each model in the Samsung Art TV portfolio enhances each room rather than disrupts it. By merging thoughtful design with a unique approach to art collection, curation, and display, Samsung is shifting the perception of what a screen can be – on or off. The result is a new standard in how we experience art at home, where anyone, in any room, can access and appreciate a world of creativity.
Thanks to the expansion of the Samsung Art Store – the industry’s only dedicated art subscription service – owners of a Samsung Art TV can also access an ever-expanding collection of artworks; from the digital archives of The Museum of Modern Art (MoMA) to contemporary pieces by emerging, artists in cities around the world, including Seoul, Berlin, and São Paulo. Curating in-home art displays on a Samsung TV becomes a personal experience, with over 3,500 artworks to choose from.
‘At Samsung Art Store, we think deeply about how art lives with people – not just how it looks on the screen,’ says Sofia Monteiro, Samsung Art Store Europe Curator. ‘These screens aren’t just displaying images, they’re helping people discover their taste and experience creativity and art in their daily lives.’
As Art Basel’s official display partner, Samsung offers exclusive access to curated exhibition artworks via Samsung Art Store, also displayed on site at Art Basel 2025 in Switzerland
(Image credit: Samsung)
This year, Samsung is Art Basel’s official display partner. The new partnership with one of the most influential art fairs globally brings a rotating selection of digital artworks throughout the year, from Art Basel to living rooms around the world. As consumers demand more from in-home art displays, Samsung Art TVs are more than décor; they provide a premium art experience, transforming each room into a portal to global creativity.
Artist Basim Magdy sees his work on display within Samsung’s ArtCube installation at Art Basel 2025 in Switzerland
(Image credit: Samsung)
As the digital art market continues growing, the brilliance of a Samsung Art TV lies in its duality. It’s both present and invisible, a tool and a treasure – a piece of premium technology that respects the soul of a space and enhances it.
This is not about adding another screen. It’s about blending art and design to redefine what a screen can be.
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