Art Basel 2024: Samsung The Frame offers new ways to explore art
Samsung Electronics Co., Ltd. announced on Wednesday that it will present its range of The Frame screens during Art Basel, which will be held from June 13 to 16 at the Messe Basel exhibition center in Basel (Switzerland), as the first official partner of exposure for visual displays.
“Founded in 1970 by gallery owners from Basel, Art Basel today organizes the largest exhibitions of modern and contemporary art in the world, located in Basel, Miami Beach, Hong Kong and Paris,” Samsung said in a press release.
For its 2024 edition in Basel, Art Basel will bring together 285 leading international galleries from 40 countries to present the highest quality works of art in all media – from painting and sculpture to photography and works digital – by artists ranging from modern pioneers of the early 20th century to emerging contemporary creators,” underlines the same source, specifying that Art Basel will once again reaffirm its unrivaled position as a platform for discovery and encounters that energize the world art.
At Art Basel in Basel 2024, Samsung will host Samsung The Frame Lounge, an exclusive corner dedicated to its lifestyle TV The Frame, under the concept “A new way to explore art.” Models of The Frame will be installed both inside and outside this dedicated lounge, as well as throughout the exhibition, offering visitors a variety of captivating visual experiences.
“By participating as the first official visual display partner of Art Basel in Basel, The Frame has further established itself as the go-to lifestyle TV for digital art display,” said Cheolgi Kim, vice-president. executive president of the visual displays division at Samsung Electronics, cited by the press release.
He continued: “We plan to provide more digital art experiences with The Frame, thereby contributing to the expansion of the artistic ecosystem and pushing the boundaries of technological integration in the art world.”
Samsung’s exclusive corner features The Frame Wall, featuring 14 models of The Frame displaying artwork showcasing their exceptional 4K QLED picture quality. Inside the corner, a Highlight Zone displays a wide range of remarkable artworks available on the Samsung Art Store, while an interactive space called “Find The Frame Zone” allows visitors to have fun discovering The Frame hidden among real works of art, hung side by side.
The Frame Lounge also features two live chat sessions, titled “The Frame & Chat,” over two days, hosted by Daria Brit Greene, curator of the Samsung Art Store, Samsung’s digital art subscription platform.
The first interview is with Angelle Siyang-Le, Director of Art Basel Hong Kong (June 11), and the second with Irene Kim, Global Head of VIP Relations and Member of the Art Basel Steering Committee (June 12) . Attendees will be able to hear perspectives from these two Art Basel leaders on art trends and exhibition highlights, as well as learn more about the meaning and goals of the collaboration with The Frame.
Additionally, to celebrate The Frame’s selection as the first official visual display partner for Art Basel in Basel, Samsung is hosting a session featuring renowned influencers including Fritz Proctor and Geneva Vanderzeil, offering them the opportunity to visit the exhibition and experience The Frame for themselves.
The Frame was designed with art at the forefront. When not in use, the TV can serve as interior decoration by displaying artwork or photos on a premium 4K QLED display.
Thanks to its matte screen, users can admire art clearly even in bright rooms, making it look even more like a real work of art. Through the Samsung Art Store, subscribers have access to more than 2,500 renowned works of art from artists, museums and trendsetters around the world.
