At CES 2017, Samsung showed off The Frame, a concept UHD TV capable of effortlessly blending into the background by displaying artwork when it’s not in use, and now it’s been revealed that the device will exhibited in La Biennale di Venezia’ 57th International Art Exhibition titled Viva Arte Viva in Venice, Italy.
“In an era where consumers assess how a product provides value to their lifestyle, it is important to provide more than just functionality,” said Han Seung-hee, Vice President of Visual Display Business at Samsung Electronics. “At Samsung, we have redefined how a TV can beautify a consumer’s space as part of their home décor objet.”
As noted over on its Newsroom, Samsung has partnered with modern artist Lee Wan for the exhibition. The Frame will be used to display Wan’s Made In film series, which contains footage of his daily routines symbolizing modernizations and cultures of ten different Asian countries, including Cambodia, China, Malaysia, Taiwan and Thailand.
“The Frame is the only product which can deliver the true intentions of artists while maintaining a sleek design,” explained Wan. “Showcasing The Frame at the upcoming La Biennale di Venezia’ art exhibition will propel The Frame as a hotly discussed topic for the world’s leading art museums, galleries and artists.”
Samsung is planning to launch The Frame in the United States later this year.