Samsung’s new TV looks like a framed artwork

Samsung’s new television is disguised as a picture frame, allowing you to display your own choice of artwork when it’s switched off. Find out how to get your hands on one.

The Frame is probably the most inconspicuous and unconventional television you will have seen to date, and it’s now available to purchase in the UK.

Doing away with the mundane, familiar aesthetic of the household technology, the new Samsung high definition TV is disguised as framed artwork.

A far cry from the box sets of the 1960s, and an impressively sleek offering in the current market, The Frame is designed to hang on the walls of your home just like any other framed artwork would. When you’re not actually watching television you can display artwork of your choice on the screen. You can change the artwork content as much or as little as you please, making it perfect for artists, designers, illustrators.

Swiss industrial designer and founder of Fuseproject, Yves Behar, worked with Samsung to create the fusion between technology and art.

How it Works

The Frame is a 4K ultra HD television with in-build art mode features allowing you to select art of your choice to be displayed on the screen (while you’re not watching TV of course).

You can choose form over 100 pieces by artists who have been selected and commissioned by Samsung. If you’re someone with particular taste who prefers not to be confined to the Samsung collection, you can upload your own content to be displayed. This could be your own illustrations or design, or simply pictures of you and your family.

And if that’s not enough, by signing up to the Art Store with a monthly subscription for £3.99, or a one-off purchase of £14.99, you can choose from a wider range of images to find one that fits perfectly with your home decor.

The Samsung Art Store is a growing library of more than 300 pieces of established and emerging artists. Galleries and museums including Saatchi Art and Artspace have curated the artwork in the Art Store. Users are not limited to one display image. Images can be switched up as frequently as you wish by saving photos and designs in a folder (called My Collection), which has 2GB of storage.

Other Features

The Frame includes a brightness sensor that adjusts the colour, and a handy motion sensor that switches the display off when someone leaves the room.

Using the Smart View mobile app through Wifi, you can connect to The Frame for “added convenience and interactivity”. The Frame has already won the Best of Innovation award at CES this year for its integration into any space, and the redefinition of a television’s aesthetic.


The Frame comes in two sizes – 65-inch and 55-inch – with a standard charcoal black frame bezel.

The TV comes with a basic stand, and a no-gap wall mount on the back of the TV so it can sit flush against the wall. Of course it also comes with one Connect Box with transparent optical cable (5 metres) which connects to the One Connect box. It’s designed to make the TV’s illusion hanging art as realistic as possible.

The Frame also comes with 2017 Samsung Smart Hub and a remote control.

Accessories sold separately include walnut, beige and white coloured frame bezels for £199 each, which can be snapped on and off when preferred.

A studio stand and a 15m transparent optical cable are also available additionally.

Pricing and Availability

Samsung’s The Frame 55-inch is available from Richer Sounds, John Lewis and Samsung for £1,999.

The Frame 65-inch is available from John Lewis and Samsung for £2,799.

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