The lifestyle TV will be available in a smaller size.
"Samsung's innovation is inspired by consumers and designed to make an immediate difference," said David Lowes, Chief Marketing Officer for Samsung Electronics Europe. "This innovation is based on craftsmanship, clever connectivity and championing the impossible. As technology increasingly plays a role in every part of our lives, we’re creating products and services that adapt to consumers and set the tone for what becomes their 'new normal'."
Emphasizing premium design, The Frame is a display built to look like a picture frame hanging on a user's wall when not in use as a TV. When the unit is placed in "Art Mode," the screen displays custom-designed digital art pieces instead of fading to black like a traditional television. Customers can choose from 100 art pieces in 10 different categories through the "Samsung Collection" -- including landscape, architecture, wildlife, action, drawing, and more. Likewise, users can also purchase additional pieces from Samsung’s "Art Store" or save and upload their favorite personal art work or photographs using “My Collection.” In addition, Samsung has revealed a new partnership with the Prado museum along with plans to add around 1,000 art pieces to the Frame's Art Store.
Finally, The Frame uses Samsung's new Invisible Connection and No Gap Wall-mount, allowing versatile mounting options without unsightly cables or wires, along with customizable accessories like interchangeable bezels and an optional Studio Stand. Pricing for the new 43-inch Frame TV has not been announced yet, but the 55-inch ($1,999) and 65-inch ($2,799) models are available now.