Samsung Electronics Co., Ltd. is set to showcase its The Frame display lineup at Art Basel in Basel 2024. This marks Samsung’s debut as the show’s first official visual display partner. The event will take place from June 13 to 16 at the Messe Basel Exhibition Center in Basel, Switzerland.
Art Basel, founded in 1970 by Basel gallerists, is renowned for its premier art shows in Basel, Miami Beach, Hong Kong, and Paris. The 2024 edition in Basel will feature 285 leading international galleries from 40 countries, presenting top-tier artworks across various media, from painting and sculpture to photography and digital works. The fair continues to serve as a vital platform for discovery and interaction in the art world.
At this year’s event, Samsung will host the Samsung The Frame Lounge, an exclusive booth themed “A New Way of Exploring Art.” The Frame models will be displayed inside and outside the lounge, as well as throughout the show, offering visitors vibrant screen experiences.
“Participating as the first official visual display partner of Art Basel in Basel establishes The Frame as the go-to lifestyle TV for digitally displaying art,” said Cheolgi Kim, Executive Vice President of Visual Display Business at Samsung Electronics. “We aim to enhance digital art experiences with The Frame, expanding the art ecosystem and integrating technology with the art world.”
Samsung’s booth will feature The Frame Wall, showcasing 14 models of The Frame with exceptional QLED 4K picture quality. Inside, a Highlight Zone will display a range of artwork available on the Samsung Art Store. An interactive “Find The Frame Zone” will allow visitors to discover The Frame hidden among real artworks.
The Frame Lounge will also host two live discussion sessions, “The Frame & Chat,” led by Daria Brit Greene, curator of Samsung Art Store. On June 11, Angelle Siyang-Le, Director of Art Basel Hong Kong, will speak, followed by Irene Kim, Global Head of VIP Relations and Member of the Art Basel Management Board, on June 12. These sessions will cover art trends, show highlights, and the collaboration’s goals with The Frame.
Additionally, Samsung will host a session featuring influencers Fritz Proctor and Geneva Vanderzeil, who will explore the exhibition and experience The Frame.
Designed with art in mind, The Frame can display artworks or pictures on a QLED 4K screen when not in use. Its Matte Display allows clear viewing even in bright rooms, making it resemble a real artwork. Through the Samsung Art Store, subscribers can access over 2,500 artworks from renowned artists and institutions worldwide.
