samsung the frame
A new experience of displays in the home
A home is an expression of personal taste, functional needs and interests. Every piece of furniture, every work of art on the wall, every object, becomes part of an aesthetic and style. The television is no exception. Whether it is small or large it has a strong visual presence in a room, even if you try to hide it. In our smaller homes and apartments, when a television is off its black square takes up valuable real estate. As part of an ongoing collaboration with Samsung, we began to think about the television not as a consumer electronics product, but as part of our home and of our daily life. What if the TV display in my home delivered a different experience? What if the TV disappeared in the décor when it’s not in use? The Frame is a beautiful display designed specifically to bring walls to life whether it is in use or not. When someone turns entertainment TV off, rather than going to black, the display goes into ‘Art Mode.’ We worked with world-renown curator Elise Van Middelem to find stunning works of art exclusive to The Frame – more than 100 pieces across 10 diverse genres, scanned at 4000K resolution and shown in Ultra High Definition (UHD). The Frame is not just another television, but a new experience of displays in the home.