High-tech TV plays masterpiece theater

Samsung Electronics America Inc. announced a partnership with the Amsterdam-based Van Gogh Museum to bring the art of Vincent Van Gogh to its innovative television and home-decorating product, The Frame.

As a television, The Frame is a high-tech, crisp, clear 4K UHD screen with HDR10+. And when not displaying TV content, The Frame’s Art Mode transforms the screen to display the owner’s choice of framed paintings and photographs. Aside from the artwork that comes pre-loaded on The Frame, users will also have access to Samsung’s Art Store, a growing library of hundreds of established and emerging artist works, curated by several international organizations, galleries and museums. Consumers can purchase an individual piece of art for $19.99 or subscribe to the full Art Store collection for $4.99 per month.

The latest addition to the high-brow collection is a group of 25 masterpieces from Vincent Van Gogh.

“This partnership allows new audiences to discover and showcase the beauty of Van Gogh’s work in their home by using The Frame’s innovative display technology to transform any room into a dynamic gallery,” said Andrew Sivori, VP of TV product marketing for Samsung.

There’s also a smart home element to the Frame, which comes equipped with Bixby, Samsung’s intelligence platform, so owners can use voice commands through their phone or remote to bring up their favorite shows and control compatible smart lights, soundbars, cameras, door locks and more via Samsung’s SmartThings IoT dashboard.

The Frame 2018 is available on and at select retailers in 43” ($1,299), 55” ($1,999) and 65” ($2,799) sizes.