TV and Art Become One as Samsung Launches The Frame

The saying goes that Life imitates art but now TV imitates art with the launch of Samsung’s, The Frame TV in New Zealand.

When, The Frame was announced at CES 2017 in Las Vegas it picked up the Best of Innovation award at the show. Not just content with that, Samsung then went and put The Frame on display in The Louvre in Paris. The Frame has broken down the barriers between TV and art with a framed panel that can hang on the wall and display, you guessed it, artworks in 4K UHD with HDR.

“For New Zealanders, the TV is a central part of many homes – and it must match seamlessly with their lifestyle, tastes and existing home design,” said Jens Anders, Sales Director for Consumer Electronics Samsung NZ.

“Technology should enhance our daily lives, without being obtrusive. The beauty of The Frame is that it blends in to your existing interior décor when it isn’t being used like a conventional TV,” said Anders.

Utilising ‘Art Mode’, The Frame transforms when switched away from TV viewing into 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.

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.
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.

The Frame includes access to 100 pieces of art, curated from 37 international artists and designers. 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.

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 Connection 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. 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.

Pricing and Availability
The Frame by Samsung is available in two sizes from select retailers nationally:

  • 55-inch: RRP $3,999
  • 65-inch: RRP $5,999

RRP of the Customisable Frames are $299 for 55”, and $349 for 65”. Customisable Frames come in White, Beige Wood and Walnut in both 55” and 65” whilst the RRP on the Studio Stand will be $799.95.

The Samsung Collection of 100 pieces of art is provided with The Frame. Additional content is available from the Art Store via a monthly paid subscription, or for a ‘one-off’ purchase fee.


Frame Size 55” – 83.1 x 145.4 cm 65” – 70.8 x 123.5 cm
Picture Quality 4K UHD, HDR, Active Crystal Color
Sound 2017 Samsung Smart Hub, Smart View, One Remote Control
Special Features Art Mode, Samsung Collection, Brightness Sensor, Motion Sensor
In the Box One Connect Box with Invisible Connection (5 m), Basic Stand, No Gap Wall-Mount
Sold Separately Customisable frames: Walnut, Beige wood, White; Studio Stand; Invisible Connection kit 15 m

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