The Art of Display With Samsung
At Art Basel 2025, Samsung presented ArtCube – a curated space showcasing the 2025 Art TV Series and expanding its global commitment to art and technology
Each June, the art world gather on the Swiss city of Basel for one of the most anticipated events on the cultural calendar. Art Basel’s flagship fair brings together leading galleries, international artists, and visionary institutions – setting the stage for one particular space that quietly drew attention: a digitally led concept known as ArtCube, presented by Samsung.
As the official Art TV partner of Art Basel in 2025 – including its editions in Basel, Paris, Miami Beach, and Hong Kong – Samsung introduced a new way to encounter art. Within ArtCube at Art Basel, this immersive showcase demonstrated how The Frame, MICRO LED and Neo QLED 8K redefined digital art experiences by displaying artwork — including selections from the Art Basel Collection.
ArtCube featured a curated presentation of classic and contemporary works, brought to life in collaboration with the Samsung Art Store and a roster of global artists. Underscoring its commitment to the international art scene, Samsung also announced RM as the official ambassador for Art TV. Throughout the fair, the space acted as a portal for digital storytelling — showcasing vivid resolution and rich colour accuracy across Samsung’s next-generation screens.
Bazaar Arabia had the exclusive opportunity to attend Art Basel with the brand, experiencing The Frame first-hand within the immersive ArtCube space. From exploring its newly launched features to viewing digital interpretations of curated works up close, we witnessed how Samsung’s innovation is redefining the future of art display. Being on the ground allowed for deeper insight into how technology, storytelling, and curation converge, and how The Frame seamlessly bridges that gap.
A key highlight was the launch of The Frame Pro — the most advanced Art TV in Samsung’s celebrated Frame line-up. Combining immersive Neo QLED picture quality with the new Wireless One Connect technology, it offers flexible placement and a clean, cord-free aesthetic. Its Modern Frame Design and magnetic interchangeable bezels allow users to customise the look to suit any space, transforming everyday walls into curated design moments.
But it’s not just about how the screen looks – it’s also about what it showcases. The Samsung Art Store – previously exclusive to The Frame – has now been extended across the MICRO LED, Neo QLED, and QLED TV series. The platform features over 3,500 artworks licensed from more than 70 partners and 800 artists worldwide, including MoMA, the Louvre, the Van Gogh Museum, and a curated selection of 38 pieces from galleries participating in Art Basel this season. Updated regularly and displayed in 4K resolution, the library invites a new kind of digital collecting.
Each month, users can access 30 complimentary curated works, seamlessly blending global culture into daily life. With Pantone certification on Samsung’s Art TVs, it offers the industry’s only Pantone validation across its lineup, ensuring authentic colour accuracy for every artwork – making art not only more accessible, but more ambient, immersive, and ever-evolving.
By turning screens into canvases and interiors into galleries, the brand offered a glimpse into a future where art is not just displayed, but lived with. Beautifully, effortlessly, and entirely on your own terms.
Images Supplied