Samsung has announced that the TV “The Frame” will be on show at Viva Arte Viva, the 57th International Art Exhibition of Biennale in Venice, scheduled in Venice from May 13th to November 26th 2017. The company will provide 15 TV “The Frame” that will be exhibited during the event at the Korean hall, the official pressroom and the VIP lounge. A not anomalous matching indeed: presented in Paris at the beginning of the year, The Frame, the new “Lifestyle TV” by Samsung, has been devised for a harmonic integration with consumers’ lifestyle. When it is switched on, The Frame provides images in UHD, whereas when it is switched off, the TV turns into a customizable artwork. When the “Art Modality” is on, The Frame can show exclusive artworks, such as paintings and illustrations, but also personal photos. “In an age in which consumers evaluate how products can give value to their daily life, it is important to succeed in going beyond mere functions”, stated an Seung-hee, Vice President of Visual Display Business of Samsung Electronics. “In Samsung we have redefined how a TV set can embellish a domestic space, framed into it as a real piece of furniture. We are very happy of having The Frame on show and of promoting its value during this international exhibition.” On this occasion, Samsung will be partner of the artist Lee Wan, who will show his series of movies “Made In” about The Frame at Counterbalance, the Korean Hall managed by the art director Lee Dae-hyung. Wan’s works are mainly inspired by the concept according to which the contemporaneous society is shaped by capitalism and materialism.
