Samsung’s The Frame brings new ways to explore art at Art Basel 2024 – Samsung Newsroom Latin America

A wide range of art events include interactive classes, live discussions with curators and stunning art exhibitions.

Samsung Electronics announced today that it will exhibit its line of The Frame displays at Art Basel 2024 as the first official partner of the visual exhibition. This year the event will take place from the 13th to the 16th.(1) June at the Messe Basel exhibition center in Basel, Switzerland.

Founded in 1970 by gallery owners in Basel, Art Basel today organizes the world’s leading exhibitions of contemporary art, located in Basel, Miami Beach, Hong Kong and Paris. In 2024, Art Basel will bring together 285 leading international galleries from 40 countries to present works of the highest quality in all media – from painting and sculpture to photography and digital works – from the pioneering modernist artists of the early 20th century. beginning modern specialists. Art Basel will once again reaffirm its unrivaled position as a platform for discovery and encounters that move the art world forward.

At Art Basel 2024, Samsung will present Samsung The Frame Lounge, an exclusive booth for its lifestyle TV, The Frame, as part of the concept of “A New Way to Explore Art.” The Frame models are displayed both inside and outside the exclusive venue and throughout the exhibition to provide visitors with a variety of vibrant on-screen experiences.

“By participating as the first official partner of the visual exhibition Art Basel in Basel, The Frame has further established itself as the lifestyle television we all think of when it comes to showcasing art digitally,” said Chulgi Kim, Vice President visual display division of Samsung Electronics. “We plan to provide more digital art experiences through The Frame, helping to expand the art ecosystem and pushing the boundaries of technology integration in the art world.”

Samsung’s exclusive booth features The Frame Wall, featuring 14 The Frame models showcasing artwork and exceptional QLED 4K picture quality. Inside the booth, a special area displays a wide selection of famous works of art available at the Samsung Art Store, while an interactive space called Find the Frame Zone allows visitors to have fun discovering a frame hidden among the actual works of art hanging nearby.

Frame Lounge has also already hosted two live discussion sessions (called “The Frame & Chat”) over two days, hosted by Daria Brit Green, curator of the Samsung Art Store, Samsung’s digital art subscription platform. The first interview was with Angele Siyang-Le, Director of Art Basel Hong Kong (June 11), and the second was with Irene Kim, Global Director of VIP Relations and Art Basel Board Member (June 12). Visitors were able to hear the thoughts of these two Art Basel leaders on art trends and exhibition highlights, and learn more about the meaning and purpose of their collaboration with The Frame.

Additionally, to celebrate Art Basel’s selection of The Frame as the first official partner of the Basel visual exhibition, Samsung is hosting a meet-and-greet with renowned influencers including Fritz Proctor and Geneva Vanderzeil, giving them the opportunity to see the exhibition and experience The Frame for themselves.

(1) The event will be open to the public from June 13 to 16, following a VIP opening from June 10 to 12.

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