The new 2018 edition of Samsung Electronics America’s The Frame TV now boasts 800 options of artwork.
For those unfamiliar with the concept, the South Korean technology company has created a slimline panel which acts as a TV when turned on, and a gallery when it is off. You know how a typical flat screen TV looks black and obtrusive mounted on a living room wall? Well, a couple of years back Samsung had a brainwave: people like pictures on their walls, so why not design a TV which shows art or photography instead of big blank black space when switched off.
Then the company set about building an archive of artworks guaranteed to satisfy any taste, ranging from iconic masterpieces from famous artists through to the most recent addition: 30 famous photographs from the archives of the New York Times.
“We designed The Frame TV for consumers who love the function of a big, beautiful 4K UHD TV but struggle to design their room around an empty black screen when the TV is turned off,” said Dave Das, senior VP of consumer electronics at Samsung Electronics America.
“You can travel the world and still be hard-pressed to discover all of the art that is now available on The Frame. It gives consumers the freedom to design the room of their dreams, and the flexibility to change that design whenever they like.”
The genius of The Frame TV – and its larger sister product, The Wall, unveiled early this year in Las Vegas – is that you can swap images to suit the mood or occasion. For example, host a dinner party with a theme and you can choose images to match. Owners of The Frame can browse different art pieces based on the colour scheme of the room, or by a particular medium, like drawings or photography. Then, much like curating a music playlist, owners can create a personalised collection that shuffles through their particular selections as often as they like.
The Frame comes in four customisable magnetic bezel options: black, white, walnut and beige wood, so there is an option for pretty much any environment, at work or home. A single, slim, translucent cable transmits both power and AV data to the TV, eliminating the clutter of cords beneath the TV and the need to place the TV near data or power outlets.
In the US, The Frame TV 2018 edition is available in 55” format, for US$1999 and 65” for $2799.