Samsung changes the face of modern art with The Frame

Jun 21. 2017
Samsung changes the face of modern art with The Frame

Innovative new TV technology from Samsung to bring art into every Australian home


Samsung Electronics Australia has today announced the launch of a new lifestyle TV, The Frame. Awarded ‘Best of Innovation’ at CES 2017 in Las Vegas [ii] and recently showcased at the Louvre in Paris, The Frame introduces a completely new way to experience visual art and TV content through a framed television panel that hangs on a wall like artwork.

Utilising ‘Art Mode’, The Frame transforms when switched away from TV viewing to an art and design experience. Instead of fading to black like most TVs, the panel becomes a work of art, displaying content from a range of custom-designed digital art pieces or the user’s own content. When in ‘Art Mode’, The Frame has a brightness sensor that allows the content being displayed on-screen to adjust to the natural levels of light that are in the room, so it closely resembles a piece of framed artwork.[iii]

The Frame is also equipped with a Motion Sensor that is designed to automatically turn the screen off to save power when you leave the room, and turn back on when you return.[iv]

With three different frame options – White, Beige Wood and Walnut – and numerous art layouts, The Frame can be customised to enhance the design and décor of almost any interior[v].

The Frame includes access to 100 pieces of art, curated from 37 international artists and designers[vi]. Each artwork has been commissioned by Samsung Electronics to feature on The Frame. Owners can choose art from a range of genres including landscape, architecture, wildlife, action, drawing and more.

The Frame can also showcase personal content, including photos, in a customisable layout, which can be controlled via an app on the owner’s mobile device.

Carl Rose, Vice President of Consumer Electronics, Samsung Electronics Australia said, “The Frame brings new purpose to the television as it can complement any space, at all times. When it is powered on, The Frame offers a premium entertainment experience that our customers have come to love from Samsung televisions. When it is in Art Mode, The Frame becomes a design feature, transforming into something more than what immediately meets the eye.

“The Frame also reflects Samsung’s vision to integrate design and technology with purpose.  In today’s ever-evolving world, consumers are looking for technology that fits seamlessly into their lifestyles and The Frame is the epitome of this.”  

Samsung Australia is proud that the work of leading Australian artist Sarrita King1 will feature among the 100 pieces of artwork included on The Frame, which are available to owners of the TV globally. King’s artistic fusion of the past, present, and future celebrates the natural environment of the Northern Territory. The artwork and designs are available to owners of The Frame globally.

Customisable accessory options such as interchangeable frames and the optional Studio Stand are also available separately to further enhance every room design preference.

The Frame is outfitted with Samsung’s new Clear Cable Connection2 and No Gap Wall Mount3, which are designed to allow The Frame to be hung anywhere with ease, blending seamlessly into any living space without unsightly cables or wires. Users can also connect The Frame to compatible devices with the One Remote Control, including set-top boxes, game consoles, and UHD Blu-ray players[vii].

To complete the intuitive experience on The Frame, Smart Hub offers quick and easy access to popular content streaming apps, such as Netflix, Stan and YouTube, from one place[viii].

Pricing and Availability

The Frame by Samsung will be available in two sizes from select retailers nationally, from July 2017:


55-inch: RRP $3,299

65-inch: RRP $4,699


RRP of the Customisable Frames are $299. Customisable Frames come in White, Beige Wood and Walnut in both 55” and 65”. Full pricing can be found below:


VG-SCFM55DW/RU 55" Walnut Customisable Frame RRP: $299.00

VG-SCFM55LW/RU 55" Beige Wood Customisable Frame RRP: $299.00

VG-SCFM55WM/RU 55" White Customisable Frame RRP: $299.00

VG-SCFM65DW/RU 65" Walnut Customisable Frame RRP: $299.00

VG-SCFM65LW/RU 65" Beige Wood Customisable Frame RRP: $299.00

VG-SCFM65WM/RU 65" White Customisable Frame RRP: $299.00


Optional Stand option – compatible to 55” and 65” The Frame:


Studio Stand RRP $799.00


The Samsung Collection of 100 pieces of art is provided with The Frame. Additional content is available from the Art Store via a subscription for $5.99 per month per piece, or for a ‘one-off’ purchase fee of $24.99. Fees current as of 22 June 2017. Subject to change.



1About Sarrita King

Sarrita King was born in Adelaide, South Australia and is the daughter to the late, highly-regarded artist, William King Jungala. King inherits her Australian Aboriginality from her father who was part of the Gurindji clan from the Northern Territory.

Rolling sand hills, cracking lightning and thunderstorms, torrential rain, fire, desert and tangled bush are all scathing environmental factors that shaped her forefathers’ lives and also her own. Depicting these elements in her paintings, Sarrita provides a visual articulation of the earth’s language.

Stylistically, Sarrita utilises traditional Aboriginal techniques such as ‘dotting’ but also incorporates unorthodox techniques taught to her by her father as well as self-developed practices.  Her art is a fusion of past, present and future and represents the next generation of artists who have been influenced by both their indigenous history and current Western upbringing. Sarrita creates frenetic energy on the canvas with her Lightning series and searing heat with her Fire series. Her aesthetic has a universal appeal and provides an entry point for people to experience the power and uniqueness of the Australian landscape and its harsh climate. On a world scale, her depictions couldn’t be timelier. 

2 About Clear Cable Connection

Samsung’s Clear Cable Connection provides a clear, single, clutter-free connection through which compatible devices: such as HD Blu-ray players, sound bars and more, can be gathered and connected to the TV.[ix]

3 About No Gap Wall Mount

Samsung’s no-gap wall-mount makes it quick and easy to affix the TV flush against the wall, enhancing any space whilst still providing full access to favourite TV shows, movies, games and media content with compatible Samsung TV.[x]


About Samsung Electronics Co., Ltd.

Samsung inspires the world and shapes the future with transformative ideas and technologies.

The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems,

and memory, system LSI and LED solutions. For the latest news, please visit the Samsung Newsroom at





[ii] Video Displays Category. Awarded to 55" Frame TV.



[iii] Performance may vary depending on the ambient brightness level at home.



[iv] Sensor may not recognise long distance or peripheral movements.



[v] Charcoal frame comes fixed to the TV, so is included. Additional frames sold separately.



[vi] Additional artwork available to purchase through the Samsung Art Store. Internet connection required.



[vii] Compatible with selected devices. Refer to for list of compatible devices.



[viii] Wi-Fi network and internet connection required. Data, subscription and other charges may apply.  Apps may need to be downloaded.  Compatible with Android v4.1 and iOS v7 and above mobile devices, and WindowsTM 7 and above computers. WindowsTM mobile devices are incompatible. Smart View App required for non-Samsung devices. Feature works with selected apps only. Streaming apps cannot be shared or mirrored. Available Apps and Services are subject to change without notice.



[ix] Clear Cable Connection works with compatible devices only. Ancillary product cabling not compatible (e.g. TV power cable) and still required.



[x] Measured from rear end of the TV, the gap may differ based on the installation and wall type.