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The Frame was launched in the UAE during a lifestyle event at Marina Home in Mall of the Emirates

Samsung Gulf Electronics, today, demonstrated the merge between Art and Technology with the launch of its latest lifestyle TV, The Frame. Launched during an innovative event at Marina Home in Mall of Emirates, The Frame is the latest in Samsung’s launch of lifestyle TVs, curated with an artful approach meant to elevate any room or viewing environment.

The event welcomed some of the GCC’s most talented artists and designers, in addition to VIP guests, who were mesmerized by The Frame’s elegance, and Marina Home provided the perfect setting to demonstrate how the frame can hang in any living space, on any wall, or be mounted in an artful and innovative way.

“Design starts with people – their lifestyle, tastes and aspiration define design,” said Haris Munif, Head of Product Marketing – Consumer Electronics Division, Samsung Gulf Electronics. “We believe that the integration between lifestyle, design, art and technology is becoming increasingly prominent in the everyday world. We created The Frame to provide consumers with a TV that beautifies their space and lives in perfect harmony with their interior décor.”

Based on the new innovative technology, The Frame looks like a picture frame hanging on a wall when ‘Art Mode’ is on. Instead of fading to black like a conventional TV, the Lifestyle TV’s display transforms into a work of art, letting the users select custom-designed digital art pieces from The Frame. With more than 100 art pieces in 10 different categories – including landscape, architecture, wildlife, action, drawing and more – to choose from, it is sure to please every design preference. Paired with the numerous options for art layouts and colors, as well as customizable accessory options including interchangeable bezels and an optional Studio Stand, it truly complements the user’s living space.

“With homes in the region becoming increasingly non-conformative to prescribed décor, today’s living spaces certainly demand evolving artistic experiences. The Frame’s ability to reflect moods and moments gives home owners the power to mature into their own journeys with art,” said Sahar Vakil, Head of Brand Development, Marina Home.

Equipped with customizable frame options, The Frame can enhance the ambiance and décor of any room with multiple choices including Walnut, Oak and White. The Frame utilizes a brightness sensor to seamlessly adjust to ambient lighting and blend into the interior. In addition, the motion sensor detects people’s movement, turning The Frame into power-saving mode when there is no one in the room and turning it back on when someone enters.

“The Frame gives yet another avenue of expression for both artists and art lovers – with everyone becoming a curator in their own home. This is a very exciting piece of technology for the art world and one that is long over-due. We have seen technology infiltrate the likes of art creation, design and fashion, and today we are seeing a new innovation in the way it is displayed,” said Jalal Luqman, Digital Artist and Sculptor.

Furthermore, The Frame is outfitted with Samsung’s new Invisible Connection and No Gap Wall-mount, allowing users to hang it anywhere because it can blend seamlessly into any living space without unsightly cables or wires.

The Frame will be available across all major retailers in the UAE from the 17th August 2017 onwards. The 55-inch and 65-inch models of The Frame TV are priced at AED 6,999 and AED 10,999 respectively.

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