Samsung India has showcased The Frame, an innovative lifestyle TV that transforms from a television into a work of art when turned off. The Frame, which received the Best of Innovation Award at CSE 2017, when powered on offers UHD picture quality and when powered off, it becomes a customizable work of art. Its design along with customizable frames offers families a TV and lifestyle product.

Piyush Kunnapallil, General Manager of Samsung India, said, “At Samsung we believe that design starts with people -- how they live, what they love and who they are. Within the home, technology is very personal and we wanted to make sure we have given users a product that is customized to their lives.”

“We collaborated with designer Yves Beher to create The Frame, pairing picture quality with elevated design.”

Through its Art Mode feature, the TV can display the user's favorite works of art or precious family photos in customizable layouts, which can be controlled via a mobile device application.

A subscription facility enables consumers to access curated art as well.

The TV will initially be offered in 55-inch mode at Rs. 2,74,900 and the 65-inch at Rs. 3,99,000.

Samsung plans to launch the TV pan-India on September 14. – The Hindu Business Line