A TV when it’s on, a work of art when it’s not

Samsung's The Frame solves the ugly black void left by big, dormant TVs

The idea for Samsung’s The Frame is simple. It’s a TV when it’s on, a work of art when it’s not.

“We designed The Frame for consumers who love the function of a beautiful 4K UHD TV but struggle to design their room around an empty black screen when the TV is turned off,” says Pat Bugos, Vice President of Consumer Electronics for Samsung Canada.

Samsung collaborated with renowned international art consultant Elise Van Middelem to curate the hundreds of works of art globally available within The Frame.

“For me, the goal with The Frame was to transcend stock images and truly curate a unique collection of artwork that could evoke the feeling of entering an original yet accessible digital gallery,” says Van Middelem. “It was important to me to showcase different styles and artists from around the world, including Canada, and to keep the integrity of each piece of art alive in this exciting new medium.”

Whether they prefer to change the look of their room each season or want to bring a fresh vibe to their décor for a dinner party, consumers can customize The Frame to create their preferred aesthetic in any room. Much like curating a music playlist, owners create a personalized collection that shuffles through their selections.

The Frame 2018 is available now on and at retailers across Canada in 43″, 55″ and 65″ sizes.

Related Articles