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TV When It’s On, Art When It’s Off: Samsung Transforms Your Living Room with The Frame for 2018

MISSISSAUGA, ONSept. 21, 2018 /CNW/ – Samsung Electronics Canada today announced the evolution of its award-winning lifestyle TV, The Frame. With enhanced features, new customization options and more than 850 available works of art, The Frame for 2018 transforms the living room into a dynamic gallery space.

Owners of The Frame now have more ways than ever to customize the look and feel of their room. The Samsung Art Store1, the world’s largest art platform for TV, houses an ever-growing and diverse library of artwork from some of the most prominent museums, galleries and artists around the world – including the recent addition of more than 30 iconic pieces of photography from The New York Times, 21 artworks from the Victoria and Albert Museum and 10 pieces from the YellowKorner gallery.

“We designed The Frame for consumers who love the function of a beautiful 4K UHD TV but struggle to design their room around an empty black screen when the TV is turned off,” said Pat Bugos, Vice President of Consumer Electronics for Samsung Canada. “With even more incredible artwork available now, and enhanced design features, it gives Canadian consumers the freedom and flexibility to design their very best living room.”

Samsung has collaborated with renowned international art consultant Elise Van Middelem to curate the hundreds of works of art globally available within The Frame. To celebrate the launch of The Frame 2018, Van Middelem joined Samsung Canada for a unique gallery experience in Toronto.

“For me, the goal with The Frame was to transcend stock images and truly curate a unique collection of artwork that could evoke the feeling of entering an original yet accessible digital gallery,” said Van Middelem. “It was important to me to showcase different styles and artists from around the world, including Canada, and to keep the integrity of each piece of art alive in this exciting new medium.”

Whether they prefer to change the look of their room each season or want to bring a fresh vibe to their décor for a dinner party, consumers can customize The Frame to create their preferred aesthetic in any room. Thanks to an improved UI, owners of The Frame can browse different art pieces based on the colour scheme of the room, or by a particular medium, like drawings or photography. Then, much like curating a music playlist, owners can create a personalized collection that shuffles through their particular selections as often as they like.

TV when it’s on…
The Frame features a crisp, clear 4K UHD screen with HDR10+ so users can view content just as the director intended. Similar to Samsung’s 2018 QLED TV line, The Frame 2018 comes with new smart capabilities that make it quick and easy to set up the new TV and access content. With Effortless Log-in, users can quickly transfer their Wi-Fi and Samsung account details from their phone to the TV via Bluetooth Low Energy (BLE) without having to remember or re-type in their password. The proprietary Samsung Smart Hub menu enables consumers to intuitively navigate across streaming services, consoles and live TV.

The Frame also comes equipped with Bixby, the Samsung intelligence platform, so owners can use voice commands to bring up their favourite shows and control compatible smart lights, soundbars, cameras, door locks and more via the Samsung SmartThings IoT (Internet of Things) dashboard2.

…Art When It’s Not
When not in use, motion and brightness sensors convert The Frame from TV into a lifelike work of art. Just like how a framed picture looks different depending on time of day, these sensors also adjust the screen brightness based on the ambient light in the room.

The enhanced Samsung Art Store on The Frame is an optimized platform offering new ways for consumers to access new pieces of art. Additional features include:

  • Slideshow – Sets a slideshow of the user’s personally selected artworks that automatically changes at intervals of between 10 minutes and 7 days according to personal settings
  • Favourite – Enables consumers to select their favourite artworks and create their own collection of masterpieces to be used with Slideshow, and provide easier access to their preferred pieces

Discovery and navigation on the Samsung Art Store have been improved so users more seamlessly find their new favourite piece to display on The Frame. Works of art are now curated by different categories like colours and composition.

The Frame effortlessly blends in with ay home décor. When mounted, it hangs flush to the wall thanks to the proprietary Samsung No Gap Wall Mount. A selection of four customizable magnetic bezel options– white, walnut, beige wood and, new for 2018, black – allow users to easily swap colours to complement any room. The One Invisible Connection, a single slim and translucent cable that transmits both power and AV data to The Frame, virtually eliminates cord clutter and the need to place the TV near data or power outlets.

The Frame 2018 is available now on and at retailers across Canada in 43″ ($1,699.99), 55″ ($2,699.99) and 65″ ($3,799.99) sizes.

About Samsung Electronics Canada
Samsung Electronics Canada inspires Canadians to reach their full potential through a transformative ecosystem of products and services that deliver innovation and distinct design to every aspect of their connected lives. The company is redefining the worlds of TVs, smartphones, virtual reality and wearable devices, tablets and digital appliances. In 2017, Samsung was ranked No. 6 in Interbrand’s “Best Global Brands” list and named one of the top 10 Most Influential Brands in Canada, based on a study by Ipsos Canada. Dedicated to helping make a difference in the lives of Canadians, Samsung’s award-winning Hope for Children corporate giving initiatives supports public education, sustainability and health-related issues in communities across the country. To discover more, please visit

Follow Samsung Canada at, or Instagram @samsungcanada or Twitter @SamsungCanada. To purchase or explore all our products, visit our website at



Unlimited access to the Samsung Art Store is available for $7.99 a month. Owning a permanent download is $26.99 per each piece of art.


SmartThings hub required. Hub and other smart devices sold separately.


Optional bezels sold separately.


SOURCE Samsung Electronics Canada

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