Billed as "ideal for bedrooms or secondary TV display areas", Samsung's new "The Frame 43-inch" model "mimics its larger siblings by utilising ‘Art Mode’ to become an artist’s canvas when switched away from TV viewing".
The Frame TV displays content from "a range of custom-designed art pieces or the user’s own content", and uses "a sensor to adjust on-screen brightness, designed to match the natural light level in a room, and resulting in a look that closely resembles a framed work of art".
Hass Mahdi, head of product, AV, Samsung Electronics Australia, said: "Australia’s response to The Frame has been phenomenal and its success is a testament to the value of Samsung’s ongoing work to innovate with purpose.
Samsung’s online Art Store has a selection of more than 700 artworks available — including contributions from "Australian artists Sarrita King and Mulga — and customisable frames available in White, Beige Wood, and Walnut, The Frame 43-inch blends seamlessly into its surroundings".
The Frame TVs themselves are "supplied with 100 artworks. Additional artwork available to purchase through the Samsung Art Store".
Samsung also advises that an "Internet connection is required" and that the "Charcoal frame comes fixed to the TV, so is included", while additional frames are "sold separately".
The company proudly boasts that "whether displaying a timeless work of art or screening the latest Hollywood blockbuster in stunning 4K and HDR, The Frame is a stunning addition to any room in your home, whether that be the living room, kitchen or bedroom".
Pricing and availability
The Frame 43-inch, 55-inch and 65-inch are available now from Samsung online, Harvey Norman and David Jones.
- 43-inch: $1799
- 55-inch: $2799
- 65-inch: $4199
Customisable frames in white, beige, wood, and walnut:
- 43-inch: $199
- 55-inch: $299
- 65-inch: $299