Samsung The Frame Gallery
Exhibition boothSamsung Electronics Co., Ltd.
The Frame Gallery was built within the Samsung exhibition booth at IFA 2017 in Berlin. 'The Frame' is the latest TV, where a screen surrounded by frames is transformed into a work of art when the TV is off. To highlight its various art collections and the idea that appreciating art is now made possible on TV, artworks from three of the world's renowned art institutions, which are Prado Museum of Spain, Saatchi Art of the UK and Lumas of Germany are digitally recreated and projected on the four sides of a 7 by 14 meter room. While a gallery space is transforming into another, masterpieces from each gallery are exhibited on the 19 TVs on the walls.