Samsung Electronics is celebrating artistry and design with a partnership with Saatchi Art. Samsung has created The Frame, the latest lifestyle TV designed for artists, galleries and consumers alike to share and experience art in new ways.

The Frame is designed specifically to give more purpose and meaning to the TV. Reflecting an entirely new concept and category in television, it beautifully blends into any living space while providing added value and functionality for the home. 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.

“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 piece 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.”

The Frame is now available in 43, 55 and 65" models, offering consumers more choice and flexibility to customise any living space. In addition to customised art pieces from the Art Store and the Samsung Collection, consumers can utilise the My Collection feature to import and display their own art images or pictures from their personal photo libraries directly onto the screen.