Samsung's The Frame gets more artwork from Etsy

Mike Wheatley

Samsung Electronics is partnering with the creative goods marketplace Etsy to bring more nature inspired artworks to The Frame’s digital art store.


The Frame is a 4K QLED TV, one of Samsung’s so-called “Lifestyle TVs” and it’s perhaps the most elaborate of them all, designed to be hung on a wall and serve as a digital work of art when it’s not being used to watch movies or TV shows.

There are lots of other TVs that provide similar functionality, but The Frame is the only TV that has been specifically designed for this purpose, with an incredibly thin bezel that’s designed to make the TV look like a picture frame.

The Frame was first launched in 2017, and due to its popularity it has been upgraded more than once already, with new sizes offered, better LCD technology and redesigned bezels. The Frame is also known for its eco-friendly packaging that can be reused or recycled, and most recently, owners can even pick up a free pot of paint to decorate their living rooms to match the style of the TV.

In addition, Samsung has steadily been adding new artworks to its digital art store for users to download. Owners of The Frame can choose from dozens of images, including digital versions of famous painting by artists such as da Vinci, Botticelli and others. Now, it’s partnering with Etsy to add to that collection.

The new artworks were made available in October, and feature five well known Etsy artists, including Jorey Hurley, Elly Mackay, Melanie Mikecz, David Scheirer and Mirlande Jean-Gilles. The artists “work in a variety of mediums from collage to watercolour”, Samsung said.

There are 25 works in total, five from each artist, that feature a “mix of vivid illustrations, colourful images and whimsical imagery and graphics,” Samsung said.

Samsung said there are now more than 1,400 works of art to choose from in its digital store.

“Since launching The Frame in 2017, Samsung has curated a diverse catalogue of art from across the world. However, this new collection developed in partnership with Etsy is something new for us and extremely special,” said Salek Brodsky, Vice President of Strategic Partnerships and Business Development for Samsung Electronics. “The Frame’s extensive Art Store catalogue has always been about democratizing art and giving consumers the ability to discover pieces that move and inspire them. We are excited to give five of Etsy’s artists a global audience.”