When The Frame TV When it’s On, Art When it’s Off, During Art Festival

Samsung, India’s largest consumer electronics brand, empowered global artists to showcase their art digitally on its popular lifestyle TV – The Frame, during the recently held three-month-long Mumbai Urban Art Festival (MUAF) co-organized by St+art India Foundation and Asian Paints.

The Frame is a TV when it’s on and art when it’s off. It is designed to enable art lovers to bring alive local as well as world-famous artwork on their walls. The new-age product seamlessly blends with the minimal, aesthetic, and cosy interior styles that many Indians are opting for these days.

In a unique move, Samsung leveraged the art festival to popularize its supercool and stylish The Frame TV before the world and provided art lovers and exhibitors a platform to get an immersive experience of viewing artworks.

The festival was a melting pot of striking and thoughtful art pieces wherein the works of Meera Devidayal, Ad Minoliti and Aarti Sunder , among others, were featured on Samsung’s popular lifestyle TV, The Frame. Meera Devidayal displayed her work ‘Water Has Memory’, while Argentinian artist Ad Minoliti in collaboration with Aravani Art Project showcased art on trans, feminist, and indigenous experiences, and Aarti Sunder displayed ‘We Owe Each Other Everything’.

“Technology has revolutionized our lives and the way we interact with the world. The Frame television is a great example of this as it stands at the intersection of art and technology. The Frame has created a unique form of expression and let people adorn digital art in their homes in a way they never could before. Our partnership with the St+art India Foundation has not only given artists the opportunity to display their artwork in an interesting way but has also enabled art lovers to have an immersive cultural experience,” said Mohandeep Singh, Senior Vice President, Consumer Electronics Business, Samsung India.

The Frame is an innovation that not only allows users to enjoy art but also brings aesthetic value to their home décor. When art meets technology, a new form of expression is created, revolutionizing the way art can be made, distributed, and experienced on The Frame.

“We are glad to have collaborated with Samsung Frame TV for the Mumbai Urban Art Festival. The Frame TV truly enabled us to showcase the artwork so beautifully. We’re also highly grateful for the support from the artists for allowing us to bring this artistic intervention to life,” said Arjun Bahl, Director and Co-founder, of St+art India Foundation.

“The high quality of resolution of The Frame by Samsung has enhanced the display of my art. I am glad to have presented my artwork using a technology as advanced as The Frame. The paintings are moving look absolutely real and provide a better display experience. With mediums like these, I am certain that the art lovers will continue to avail better cultural experiences”, said Meera Devidayal, the Senior Indian artist whose artwork was displayed on The Frame.

The Frame TV

The Frame TV is designed for the art connoisseur in you and lets you frame it your way by offering a variety of customizable, magnetic bezels so you can easily choose or even change your favourite color to best suit your space.

Offering superior picture quality with QLED technology that enables life-like colors, enhanced contrast and impeccable details with 100% color volume for exceptional picture quality, The Frame also comes with Samsung’s Quantum Dot technology, a powerful Quantum Processor 4K, 4K AI upscaling capabilities and SpaceFit Sound that auto-optimises sound settings after analysing your room’s environment.

The Frame TV now also comes with a ‘Matte Display’ that eliminates reflections and makes it difficult to distinguish art displayed on The Frame TV from real art.

With Samsung’s Art Store, users have unlimited access to a library of over 1,600 modern and classic pieces of art from established and emerging artists. The Frame TV houses local folk arts such as Madhubani from Bihar, Gond artworks from Madhya Pradesh, Andhra Pradesh, Maharashtra, Chhattisgarh, and Odisha respectively, Pattachitra Paintings of Odisha and Bengal and more.

Anti-Reflection with Matte Display

Anti-Reflection technology and the Matte Display Film premium matte finish limit light distraction on your screen by reducing the effects of glare. Makes it difficult to distinguish art displayed on The Frame TV from real art.

Set the Right Mood with Customizable Bezels

Whatever your aesthetic, mood, or occasion, choose from the Modern or Bevelled bezel in 7 different colours. The magnetic bezel is easy to snap on, making design updates a breeze.

True-to-life Picture Quality with 100% Colour Volume

The QLED technology allows the viewer to bask in a billion shades of brilliant colour at 100% Colour Volume. Quantum Dot technology brings you a gorgeous picture by transforming light into a vivid colour that stays true for bold detail, even as the scene brightens.

Brilliant Picture Quality with Quantum HDR

Go beyond HDTV with Quantum HDR which delivers an expanded range of colour and contrast. Step up to the brilliant possibilities of what your picture can bring you.

Smart Display with Motion Sensors

Intelligent motion sensors help you maximize energy efficiency. Set up your art to display when you’re in the room and turn it off when you’re not

St+art India Foundation

St+art India Foundation contributes to urban regeneration and community living through contemporary urban art projects. The foundation enables a vision for democratized public spaces through interdisciplinary art interventions that are rooted in the social context. Their aim is to engage with the public imagination by connecting communities and providing a platform for artists and cultural exchange. Since 2014, the foundation has organized multiple festivals and public art projects in Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Chandigarh, Chennai, Coimbatore and more, creating iconic landmarks in these cities.

Mumbai Urban Art Festival

The three-month-long festival is being jointly organized by St+art India Foundation and Asian Paints and will take on a city-scale endeavour which will include landmark murals, experiential exhibitions, immersive installations and public programming across key venues.

MUAF, therefore, continues to engage with Mumbai through a long-standing effort of contributing to the contemporary public art heritage. Every two years, the festival will bring together a plethora of artists and diverse practitioners to create interdisciplinary projects. MUAF will explore different areas of the city, in an attempt to offer opportunities of rediscovering lesser-known paths and forgotten narratives.

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