Samsung introduces second edition of Frame TV in Hong Kong

The Frame 2.0 is a masterpiece.
The Frame 2.0 is a masterpiece.

Televisions have come a long way since the days when one can be kept for decades and handed down to the next generation. The goggleboxes of old were also centre pieces that were much to be admired and where families and even communities gathered.  With fast evolving technologies, gone are those days. A TV more than two years old can be considered outdated today, just like smartphones.

In 2017, Samsung Electronics introduced The Frame, which brought the TV back to its glory days. The only thing is that instead of being a big bulky piece of furniture, The Frame is a piece of art. Today, the Korean giant has announced the next version — The Frame 2.0.

It can display more than 900 digital art pieces from The Samsung Art Store, an ever-growing and diverse library of artwork from some of the most prominent museums, galleries and artists around the world – including timeless classics such as The Starry Night (1889) by Vincent Van Gogh and The Last Supper (1498) by Leonardo da Vinci, more than 30 iconic pieces of photography from The New York Times, 21 artworks from the Victoria and Albert Museum, and five pieces from Hong Kong-based visual artist Desmond Leung.

“By introducing Samsung Art Store to Hong Kong, consumers can now easily bring exceptional art pieces into their home through The Frame Art Store, and transform their home into an art gallery,” said Ellen Fu, Vice President, CE & Enterprise Business, Samsung Electronics Hon Kong.

Consumers can use Slideshow to set their personally selected artworks that automatically changes at intervals ranging from 10 minutes to seven days. What sets Frame 2.0  apart is the way it transforms itself when the screen is switched off. Motion and brightness sensors convert it from TV into a life-like work of art.

The Frame 2.0 features a crisp and clear 4K UHD screen with HDR10+ technology, so that users can view the content as intended.

Effortless Log-in lets users  quickly transfer their Wi-Fi and Samsung account details from their phone to the TV via Bluetooth Low Energy (BLE) without having to remember or re-enter their password.

Samsung’s proprietary Smart Hub menu enables consumers to navigate across streaming services, consoles and live TV while the Universal Guide feature curates content based on each user’s unique taste.

The Frame 2.0 is on display at Lane Crawford outlets at IFC Mall, Pacific Place, Canton Road, and Times Square. Priced from HKD32,980 to HKD42.980, it will be available from January.

Every purchase of The Frame 2.0 series within the exclusive sale period in Lane Crawford comes with three free customisable bezels, and free seven-month subscription of Samsung Art Store. Thereafter, consumers can enjoy a special rate of subscription fee at HKD39 per month or buy an art piece at HKD159 per unit.

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