Samsung’s immersive Art Basel Hong Kong experience showcased the brand’s 2025 Smart TV lineup, including The Frame, MICRO LED, and Neo QLED 8K. Discover how Samsung is shaping the future of digital art accessibility through technology and partnerships.
Samsung Electronics took center stage at Art Basel Hong Kong from March 28-30, 2025, as the official Art TV partner, offering attendees an immersive experience that highlighted the brand's innovative approach to digital art. The company’s presence at this prestigious art fair emphasized its commitment to making digital art more accessible through cutting-edge technology and unique partnerships.
Visitors to the event were introduced to Samsung’s premium 2025 Smart TV lineup, including The Frame, MICRO LED, and Neo QLED 8K. The ArtCube lounge, designed as an interactive space, allowed guests to experience these TVs as canvases for beautiful, high-resolution digital art. As attendees entered the lounge, they were surrounded by a mesmerizing display of art that unfolded across the screens, showcasing Samsung’s advanced display technology and giving viewers a new way to engage with art.
The experience was about more than just technology; it was a gateway to a broader conversation on how digital innovation is transforming the art world. Hun Lee, Executive Vice President of Samsung Electronics' Visual Display Business, shared that Samsung's goal was to democratize art by leveraging technology to create an accessible, immersive experience for audiences worldwide. Through its partnership with Art Basel, Samsung remains at the forefront of digital art, continuing to bridge the gap between technology and creative expression.
One of the key features of Samsung's art initiative is the Samsung Art Store, a platform that offers a curated collection of digital artworks available for display on Samsung’s TVs, including The Frame, MICRO LED, and Neo QLED. With more than 3,000 artworks from top global museums and galleries, the Art Store allows users to enjoy world-class art in the comfort of their own homes. On March 17, 2025, Samsung unveiled a new Art Store collection featuring 23 curated pieces from Art Basel Hong Kong’s renowned galleries, giving subscribers access to even more curated works from the art world’s most influential names.
In addition to the immersive lounge experience, Samsung hosted a series of engaging panel discussions that explored the intersection of art and technology. Daria Greene, Head of Content and Curation at Samsung, led these insightful conversations, which featured influential voices from the contemporary art world. The session titled Bridging Worlds: How Technology is Transforming Art Appreciation & Accessibility focused on how digital tools are reshaping the art world, making it more accessible and immersive. Hayley Romer, Chief Growth Officer at Art Basel, discussed the ongoing updates to the Samsung Art Store, highlighting how the partnership with Samsung allows them to showcase new artworks every quarter, enriching the digital art experience for global audiences.
Another compelling discussion featured renowned artist Marc Dennis, who took part in a fireside chat titled Blending Old & New. Known for his hyper-realistic art that merges Old Master techniques with contemporary themes, Dennis spoke about the value of digital platforms like Samsung’s Art TVs, which allow viewers to engage deeply with detailed artworks at their own pace. This kind of engagement is not always possible in traditional museum settings, making Samsung's technology a powerful tool for artists and art lovers alike.
Samsung's role as the official Art TV partner of Art Basel Hong Kong highlights the company’s commitment to pushing the boundaries of both technology and art. The immersive experience at the ArtCube lounge demonstrated how Samsung’s 2025 Smart TV lineup, including The Frame, MICRO LED, and Neo QLED 8K, is transforming the way people experience digital art. By offering access to thousands of curated artworks through the Samsung Art Store, the company is making it easier for global audiences to appreciate and interact with art in a way that was once unimaginable.
As Samsung continues to innovate in the world of visual displays, its partnership with Art Basel and its focus on digital art is setting a new standard for how we experience and appreciate art in the digital age. The future of art is evolving, and Samsung is at the forefront, blending technology and creativity in ways that make art more accessible, immersive, and engaging.
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