Art or entertainment? The customisable TV we’re coveting is both

Here’s a novel idea - how about a TV you want to show off as part of your decor, instead of something you’re trying to mask? Step forward Samsung, which has elevated home tech to state-of-the-art style standards with its clever TV, The Frame. 

The innovative brand’s latest model can be customised by you, to make it your own and style your decor with a multitude of frame (bezel) choices - and then when The Frame is off, it cleverly transforms itself into a blank canvas, so you can display artwork that reflects your taste.

Yes you heard that right. Samsung, purveyors of pioneering tech has done it again and impressed the interiors cognoscenti with its latest offering, The Frame.

The coolest part is that when it’s off, The Frame looks like a beautiful piece of art that can enhance your home in different ways every day. 

It's built-in with a one-of-a-kind content platform the Art Store*, which gives you instant access to a series of artworks.

Simply switch The Frame to Art Mode and choose the artwork of your liking. 

*subscription required

To refresh your interior with a rotating gallery of interesting art and photography from world renowned art institutions, opt for a subscription to the Art Store. You’ll have unlimited access to a vast collection of over 1400 pieces from classic genres to contemporary movements at your fingertips, so you can collect your favourite pieces and curate your own art exhibition.  

Have family visiting and prefer to showcase your treasured memories that day? Upload your photos and voila!

A clever sensor will even detect when the room is empty and turn the display off, so less energy is wasted, when you don’t need it.

Of course, it’s not just its designer looks and genius feats of disguise that we love. As you’d expect from this tech supremo, The Frame (43-75”) has QLED 4K and Dual LED technology, so with over a billion cinematic colours, everything you watch will be brought to life with incredible 4K detail. 

In fact an advanced AI-based processor automatically adjusts the brightness and upscales the resolution of everything you’re watching to 4K - even if it's not been filmed that way, so you’ll see a true-to-life picture whether it’s a classic movie or the latest release. 

Simply choose the size of the TV (from the 2021 range, 43-75-inch) then select the sleek frame. 

Alternatively, go a little extra and personalise it from a selection of 40 just launched colour options. The bezels are magnetic and can be bought separately, so they’re super easy to swap over should you want to update the colour and switch up your surroundings.

Slimmer than ever with just one near-invisible cable for all of your connections, The Frame can be effortlessly hung on a wall just like a real picture frame using the Slim-Fit Wall-Mount. 

The 32” model also comes with a multi-position stand so you can adjust the legs and let your TV lean back just like a standing picture frame or turn it upright to display beautiful portraits in a vertical position*, whatever suits.

On or off, you’ll be glued to view The Frame. 

Available from currys.co.uk

*content support in vertical mode may vary.