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Samsung SMART LED Signage to Showcase ‘Waterfall - Sands’ by d’strict at Sotheby’s Auction Preview

Jun 18. 2021

Hong Kong – 18 June, 2021 – Samsung Electronics H.K. Company, Limited is dedicated in supporting the art industry’s digitalization, allowing the fine integration between art and technology to reach its ambitious potential. Samsung’s LED panels and digital signage displays are known to exquisitely showcase digital artworks, actualizing the original vision of artists through delivering the finest resolution. Samsung’s SMART LED display will showcase an artwork by a’strict – a collaborative media artist unit formed by the digital design company d'strict, which defines itself as an “Art Tech Factory” – that is up for auction at the world-renowned auction house, Sotheby’s; whilst supporting Korean media artists to enter foreign markets.

Samsung SMART LED Signage highlights the detail in every grain

Samsung is proud to feature ‘Waterfall – Sands’ (2020/2021) by a’strict, a digital artwork specially commissioned by Jay Chou for the inaugural ‘Contemporary Curated: Asia | JAY CHOU x SOTHEBY’S’. The Evening Sale on 18 June will present 46 major contemporary artworks curated by the legendary musical icon and avid art collector Jay Chou, also known as the ‘King of Mandopop’. The hand-picked masterpieces are displayed in K11 Atelier from 12 - 18 June and will go under the hammer later that evening. At the auction preview, ‘Waterfall – Sands’ (2020/2021) by a’strict will be showcased through Samsung’s SMART LED Signage Display, where each grain of sand will be meticulously highlighted to enrich the dramatic impression of the piece.


Ellen Fu, Vice President, Consumer Electronics & Enterprise Business, Samsung Electronics H.K. Company, Limited said “Samsung makes every endeavor to promote support with art market latest digitalize movement, Samsung's LED Signage technology has been well-known for immaculately displaying the best out of media arts with stunning picture quality. Through our innovative technology, Samsung is also proud to support promising media artists together with strategic partner d’strict- in entering the global market.”


An artwork worth displaying: ‘Waterfall – Sands’ (2020/2021) by a’strict

‘Waterfall-Sands’ (2020/2021) delivers a dreamy yet exceptionally compelling experience for the viewer. Accompanied by the sound of thundering waterfalls, the high-definition video depicts an indefinite outpour of pink sands. The artwork’s unprecedented digital interpretation of mother nature and the artist’s ability to powerfully choreograph the movement of waterfalls is a testament to contemporary art and technology. This unique piece transcends common sentimentality and stimulates viewer’s subconscious mind by effectively transforming their perceptions of time, space and reliance.
Lee Sung Ho, Chief Executive Officer of d’strict and a’strict said "The opportunity for a’strict to participate in Sotheby's auction is exceedingly meaningful. Being recognized by a world-renowned auction house amongst the contemporary art scene comprised of art, design and technology is truly motivating. It is unusual for a media artist who has been in the field for less than a year to be invited to the Sotheby's auction, and we will continue to present various valuable works that best showcases technology and art,"



Appendix
Contemporary Curated: Asia | JAY CHOU x SOTHEBY’S | Auction Preview

Display of Auction Artworks
- Date and Time:
o 12 June: 3pm – 7pm
o 13 – 17 June: 11am – 7pm
o 18 June: 11am – 5pm
- Venue: L21, K11 ATELIER, Victoria Dockside


*Pre-registration is required. Successful registrants will receive an email confirmation, which is required for admission to the exhibition.
For more information on Samsung Home Appliances, please visit: http://www.samsung.com/hk_en, or contact Samsung customer hotline at (+852) 3698-4698.


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