Samsung Electronics announced on May 10 that The Frame will be exhibited in La Biennale di Venezia’ 57th International Art Exhibition titled Viva Arte Viva, which will be held in Venice, Italy from May 13 to November 26. Samsung will provide 15 units of The Frame to be displayed throughout the event, including exhibits at the Korean Pavilion, the official press room and the VIP dining hall.
Announced in Paris, France earlier this year, The Frame, Samsung’s new lifestyle product, was designed to be incorporated into a user’s lifestyle. When powered on, The Frame offers UHD picture quality and when powered off, The Frame becomes a customizable work of art. Through its Art Mode feature, The Frame can display exclusive works of art ranging from paintings to pictures to personal photo libraries. The Frame won the Best Innovation Award at CES 2017, the world’s biggest home appliances expo held in the United States early this year.
“In an era where consumers assess how a product provides value to their lifestyle, it is important to provide more than just functionality,” said Han Seung-hee, Vice President of Visual Display Business at Samsung Electronics. “At Samsung, we have redefined how a TV can beautify a consumer’s space as part of their home décor objet. We are thrilled to have The Frame on display as part of this year’s International Art Exhibition to promote the value of TV.”
For the art exhibition, Samsung has partnered with modern artist, Lee Wan, to display his ‘Made In’ film series on The Frame at Counterbalance, a Korean Pavilion exhibit directed by art director Lee Dae-hyung. Wan’s artwork primarily focuses on how contemporary society was shaped by capitalism and materialism.
The ‘Made In’ series contains footage of Wan’s daily routines that symbolize modernizations and cultures of 10 different Asian countries including China, Taiwan, Thailand, Malaysia, Cambodia and Myanmar. The series shows the value of each country’s history and unique culture changes within a uniformity of globalism.
“The Frame is the only product which can deliver the true of artists while maintaining a sleek design,” said Lee Wan. “Showcasing The Frame at the upcoming La Biennale di Venezia’ art exhibition will propel The Frame as a hotly discussed topic for the world’s leading art museums, galleries and artists.”
Founded in 1985 by the city of Venice, La Biennale de Venezia’s International Art Exhibition is the world’s most renowned art event. Called the Olympic Games of the art world, the event features artists and exhibits from about 90 countries.