The Frame, with its unassuming design and decorative bezels, can easily pass as a wall hanging instead of a TV, it's only when you switch it on will you find all of the features that one would expect from a Samsung smart TV.
Samsung has also equipped it with a digital art library, enabling the TV to showcase works of art when it's not actively being used. No wonder, then, that The Frame has been chosen as the official display for a prestigious art fair in Switzerland.
The Frame is Art Basel's official display
Samsung designed its The Frame TVs with a unique concept in mind. It wanted to create a TV that didn't look like a conventional TV, rather, it would be as inconspicuously as a piece of art hanging on a wall.
Samsung has confirmed that The Frame has been chosen as the official display for Art Basel, the world's largest art exhibition, that takes place in Basel, Switzerland. Art Basel will play host to 286 galleries this year from 40 countries and territories. The fair takes place at Messe basel from June 13 to June 16.
There's going to be a The Frame Lounge booth at the fair dedicated to Samsung's unique TV, where visitors will be able to enjoy great works of art on this modern display. They'll also experience its glorious 4K OLED technology and the Art Store subscription service that provides access to over 2,500 works of art to The Frame users.
The Frame was refreshed for the 2024 model year. It's available in a wide range of sizes, from 43-inch starting at $999 to 85-inch that costs $4,299.
