Samsung brings smart home art experiences to a global audience

Samsung Electronics is bringing contemporary products from galleries exhibiting at Art Basel Hong Kong 2025, an international art exhibition held annually in Hong Kong, to a global audience. 

Starting 27 March, subscribers of the Samsung Art Store, a digital art platform exclusively available on Samsung TVs, will have access to a curated collection of 23 select works from Art Basel’s galleries, some of which will be displayed at the highly anticipated fair, taking place from 26 to 30 March at the Hong Kong Convention & Exhibition Centre.

The Samsung Art Store is also home to over 3,000 works from global museums, galleries, and artists. Subscribers can explore expertly curated products in 4K resolution to bring the programme of Art Basel galleries into their homes. The Art Basel Hong Kong collection includes renowned artworks such as Zhu Jinshi’s “This Triptych is as Gorgeous as the Autumn in a Scented Room,” Ticko Liu’s “Enduring as the Universe,” Jimok Choi’s “Shadow of the Sun,” Bae Yoon Hwan’s “Green Bear", amongst others.

As the official art TV partner of Art Basel, Samsung aims to merge art with technology for enhanced global accessibility, according to the release. Through the Samsung Art Store, a curated selection of these art pieces is now available beyond the exhibition halls, allowing art lovers worldwide to experience select artworks presented by international galleries at Art Basel – all from the comfort of their homes. 

To further highlight the intersection of art and technology, Samsung has presented an interactive lounge, titled ArtCube, at Art Basel Hong Kong. The showcase demonstrates how The Frame, MICRO LED, and Neo QLED 8K redefine digital art experiences by displaying artwork, including those from the Art Basel collection in breathtaking detail. Under the theme "Borderless, dive into the art", ArtCube visitors can engage with Samsung Art Store’s exclusive collections, bridging the gap between physical and digital art. 

In addition to its ArtCube Lounge experience, Samsung has presented a series of panel discussions highlighting influential voices from the contemporary art scene. The conversations featured Hayley Romer, chief growth officer of Art Basel, and Marc Dennis, an American artist known for his hyper-realistic paintings. 

While previously exclusive to The Frame and MICRO LED, the Samsung Art Store will soon be available in 2025 Samsung AI-powered Neo QLED and QLED TVs, as part of Samsung’s mission to bring world-class art to an even bigger audience. In addition to the Art Basel Hong Kong collection, Samsung will introduce exclusive artworks from Art Basel’s Basel and Paris collections later this year. 

Yiyin Zhao, managing director of Samsung Electronics Hong Kong, said: “It is our pleasure and honour to collaborate with Art Basel, bringing the top-notch artistic cultural experience of Art Basel beyond the venue through our 2025 New Art TV Series, and establishing long-term partnerships with Art Basel's excellent international galleries and artists to make art more personalized and exclusive, and integrated into our daily lives.”

Bongjun Ko, vice president of Samsung Electronics’ visual display business, said: "Samsung Art Store is making fine art more accessible than ever, bringing the premier artworks presented by leading international galleries at Art Basel Hong Kong directly into people’s homes. We are proud to expand this experience to more Samsung TV owners worldwide, allowing them to enjoy world-class artwork in stunning 4K quality with just a few clicks." 

Noah Horowitz, CEO of Art Basel, said: “We are proud to partner with Samsung Art Store on the 2025 Art Basel Hong Kong collection – extending Art Basel Hong Kong’s best-in-class cultural experience beyond the halls of the show, and creating new, year-round opportunities for ever broader audiences to engage with Art Basel’s distinguished international program of galleries and their artists."

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On the other hand, Samsung and BMW, both partners of Art Basel Hong Kong, have significantly triggered discussions on social media, according to media intelligence firm CARMA. Samsung's unveiling of its latest Art Store collection and BMW's celebration of 50 years of iconic cars at Art Basel, have fueled engagement on social media platforms.

From 26 February until 26 March, discussions on social media about Art Basel were predominantly positive, with few negative references. Out of 739 mentions, 52.5% were positive, with users expressing enthusiasm about attending the event, while 46.1% were neutral conversations driven by brands sharing event-related information and their participation. The remaining 1.4% of negative mentions pertained to concerns regarding artistic freedom in Hong Kong.

MARKETING-INTERACTIVE has reached out to Art Basel for more information.

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