▲ The view of the Samsung The Frame ⓒ Samsung Newsroom

Samsung Electronics has announced its participation as the first official visual display partner at Art Basel in Basel 2024, showcasing its The Frame display lineup. The event is being held from June 13 to 16 at the Messe Basel exhibition center in Basel, Switzerland.

Art Basel, founded in 1970 by gallerists from Basel, is renowned for staging premier art shows for modern and contemporary art across Basel, Miami Beach, Hong Kong, and Paris. The 2024 edition in Basel will feature 285 leading international galleries from 40 countries, presenting a wide range of artworks from early 20th-century pioneers to emerging contemporary artists.

▲ The view of the Samsung The Frame ⓒ Samsung Newsroom

Samsung is hosting the Samsung The Frame Lounge at Art Basel, under the concept “A New Way of Exploring Art.” Models of The Frame are installed both inside and outside the lounge, as well as throughout the exhibition, offering visitors a variety of vivid screen experiences.

Cheolgi Kim, Executive Vice President of Visual Display Business at Samsung Electronics, stated, “By participating as the first official visual display partner of Art Basel in Basel, The Frame has further established itself as the lifestyle TV for digitally displaying art. We plan to provide more digital art experiences with The Frame, contributing to the expansion of the art ecosystem.” 

▲ The view of the Samsung The Frame ⓒ Samsung Newsroom

The Frame Wall in Samsung’s exclusive booth features 14 models displaying art that showcases their exceptional QLED 4K picture quality. The Highlight Zone inside the booth displays a wide range of remarkable artworks available on the Samsung Art Store, and an interactive space called “Find The Frame Zone” allows visitors to discover The Frame hidden among real artworks.

The Frame Lounge will host two live discussion sessions titled “The Frame & Chat,” hosted by Daria Brit Greene, curator of Samsung Art Store. The sessions will feature Angelle Siyang-Le, Director of Art Basel Hong Kong on June 11, and Irene Kim, Global Head of VIP Relations on June 12, discussing art trends and key highlights of the show.

In celebration of The Frame’s selection as the official visual display partner, Samsung will host a session featuring influencers Fritz Proctor and Geneva Vanderzeil, allowing them to view the exhibition and experience The Frame.

▲ The view of the Samsung The Frame ⓒ Samsung NewsroomThe Frame TV was designed with art in mind, allowing it to display artworks or pictures on a premium QLED 4K screen when not in use. Its Matte Display ensures that the art looks real even in bright rooms, and the Samsung Art Store offers access to over 2,500 artworks from renowned artists and museums.

Samsung Electronics continues to inspire the world with transformative ideas and technologies, redefining the realms of TVs, smartphones, home appliances, and more, while delivering seamless connected experiences through its SmartThings ecosystem.

Art Basel remains the premier platform for modern and contemporary art, with unique shows in Basel, Miami Beach, Hong Kong, and Paris, reflecting the host city and region's character. Each show includes a diverse range of participating galleries, artworks, and collaborative programming with local institutions.

Sayart / Nao Yim, yimnao@naver.com