Samsung and Art Basel partner to stream contemporary art into living rooms

Samsung is expanding access to premier contemporary art through a new partnership with Art Basel. The collaboration, launched as the art crowd flocked to Miami Beach for the annual fair, brings curated work from Art Basel's renowned exhibiting galleries directly to subscribers of the Samsung Art Store. The art can be displayed exclusively on The Frame — Samsung's 'lifestyle TV' that doubles as a digital canvas. The first collection launched with over 15 works, giving The Frame owners unprecedented access to pieces displayed at the December 2024 fair.

The partnership creates compelling value for both parties. For Samsung, it bolsters The Frame's position as a premium lifestyle product, offering customers exclusive access to contemporary artwork from leading galleries. For participating artists and galleries, the collaboration allows their art to reach a much wider audience than it otherwise would. Sure, Instagram has democratized art sharing beyond gallery walls, but The Frame's large-format display — which is matte and Pantone-validated — provides a more immersive way to experience art than any phone screen can deliver.