Confirms availability and pricing.

Samsung was host to a group of more than 150, comprising of media and Harvey Norman executives, to introduce its latest television innovation The Frame – a new way to experience visual art and TV content – within a gallery like setting in Sydney’s CBD.

Utilising ‘Art Mode’, rather than fading to black like most TVs, the panel becomes a work of art, displaying content from a range of custom-designed digital art pieces or the user’s own content. The Frame has a brightness sensor that allows the content being displayed on-screen to adjust to the natural levels of light that are in the room to closely resemble a piece of framed artwork. Furthermore, the Motion Sensor automatically turns the screen off to save power when the user leaves the room, and turns back on upon return.

Samsung Electronics Australia vice president of consumer electronics, Carl Rose welcomed guests and provided an overview of The Frame and how Samsung stays ahead of TV innovation:


Rose said, “A few months ago Samsung announced the launch of a new benchmark in television with QLED. Today, we are setting a fresh perspective with the launch of a new lifestyle-focused TV category. We believe we are going to create a completely new TV category.

“We know from our research that Australians are looking for products and devices that seamlessly fit into their daily routines and lifestyles. We all want our homes, and living space, to be multi-purpose, transformable and an extension of our personality, without any compromise.

“Samsung has been a leading driver of innovation in television technology for decades and I believe that is due to three core reasons. Firstly, paying very close attention to the needs of our customers globally and right here, in Australia. Secondly, a constant focus on delivering continual improvement and breakthrough technology across home entertainment and most importantly, in the context of this evening, providing a seamless experience for amazing design and a commitment to being the best across every aspect of home entertainment.

L to R: Samsung Electronics Australia group product manager for TV and AV, Hass Mahdi and Samsung Electronics Australia vice president of consumer electronics, Carl Rose

“At Samsung, our mission is to enrich people’s lives through technology and innovation. Tonight, we celebrate the launch of a new television category with the launch of The Frame – a beautiful piece of technology that seamlessly blends art and television.

“We are working to ensure that all Australians have an opportunity to experience it for themselves very soon. We are very proud to announce that tonight with our partnership with Harvey Norman, The Frame will be displayed through a tailored retail experience at select Harvey Norman and Domayne stores from around mid-July.

“The Frame is a very clear breakaway from traditional television and thus needs to be displayed in a way that resonates with people’s lifestyles. We look forward to demonstrating that with our partners at Harvey Norman and bringing that to life.

L to R: Harvey Norman CEO Katie Page, executive director, David Ackery, general manager for audio visual, Rob Nelson and TV business manager, Manny Hohlastos

Samsung Electronics Australia group product manager for TV and AV, Hass Mahdi said, “In September last year, we were introduced The Frame in a very similar gallery setting to what we have tonight. It truly was a eureka moment for us. At that point in time, we knew we were about to witness a fundamental change to how we think about television.

“The Frame was inspired by the idea that your TV is still in full use even when it is off. We know that our consumers want technology that seamlessly blends into their home that serves as a functional part of their living space even when it is powered off. It was this idea that inspired what we are introducing tonight.

“Long gone are the days where a TV appears as a big, blank screen sitting in a room when turned off. With its ability to display premium curated content from famous artists, along with personal photographs from your library, The Frame offers constant access to your favourite memories and works of art without ever having to lift a finger.

“Along with the number of options of art layouts, colours and frame options, The Frame serves as customisable TV that can blend into any room, integrating perfectly with your interior décor. It really is an industry-first that we are very excited about.”

Samsung’s Hass Mahdi explaining The Frame

The Frame includes access to 100 pieces of art, curated from 37 international artists and designers. Each artwork has been commissioned by Samsung Electronics to feature on The Frame. Owners can choose art from a range of genres including landscape, architecture, wildlife, action, drawing and more. The Frame can also showcase personal content, including photos, in a customisable layout, which can be controlled via an app on the owner’s mobile device.

The Frame is outfitted with Samsung’s new Clear Cable Connection and No Gap Wall Mount, designed to hide unsightly cables or wires. Users can also connect The Frame to compatible devices with the One Remote Control, including set-top boxes, game consoles, and UHD Blu-ray players

To complete the intuitive experience on The Frame, Smart Hub offers quick and easy access to popular content streaming apps, such as Netflix, Stan and YouTube, from one place.

The Frame by Samsung will be available in 55-inch (RRP $3,299) and 65-inch ($4,699) from select retailers nationally from July 2017. Customisable accessory options such as interchangeable frames in white, beige wood and walnut (RRP $299) and the optional Studio Stand (RRP $799) are also available separately. The Samsung Collection of 100 pieces of art is provided with The Frame.

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