And how it works.

Ahead of its local launch event on Thursday, Samsung Electronics has started rolling out its new television – The Frame – in Europe. It features a unique removable clip-on frame and has launched with 100 pre-loaded pieces of art.

Pricing was announced by Samsung vice president and head of visual display in Europe, Michael Zoller at the recent IFA Press Conference in Lisbon. The 55-inch model is priced at 2,199 Euros or (A$3,230) and the 65-inch model is priced at 2,999 Euros or (A$4,400). Australian pricing is still to be confirmed.

Germany-based Samsung retail trainer, Ali Sussman provided Appliance Retailer with an overview of the television: