From March 25 to 29, Samsung brought its vision of art at home to Art Basel Hong Kong 2026, where 240 leading galleries from 41 countries and territories gathered for one of the art world’s premier events. At a special booth, Samsung displayed how 2026 Samsung Art TVs bring every artwork to life with breathtaking detail.
As provider of the Official Art TV of Art Basel, Samsung welcomed visitors into an immersive exhibition shaped by light, scale and space. Pairing monumental digital imagery with more intimate viewing moments, the experience showed how art can transcend the gallery into daily life at home.
Samsung Art TV Lounge was built around the concept “Crossing Time, Crossing Space,” connecting Korean artistic heritage with a contemporary vision of art at home.
Visitors first passed through an exterior LED facade before entering the lounge, where vivid digital artwork unfolded across Samsung Art TVs.
Inside the space, a cube-like arrangement featured the Samsung OLED on the left, The Frame Pro on the right and the 130-inch Micro RGB that anchored the exhibition, capturing every nuance of brushstroke and light in true-to-artist detail.
Across the three Samsung Art TVs, selections from the late Samsung Chairman Lee Kun-Hee’s renowned Collection were presented through Samsung’s partnership with the National Museum of Korea, alongside works by Yoon-Hee, living in France, known for large, simple abstract paintings and metal sculptures that explore time, and the mix of Asian and European styles, and JongSuk Yoon, living in Germany, known for dreamy, colorful landscapes that connect East Asian traditions with Western abstract art.
Further into the exhibition, guests explored Samsung Art Store’s 2026 Art Basel Hong Kong collection, a curated selection of 25 works from 20 emerging and established artists represented by eight prestigious galleries, including Bank, CLC Gallery Venture, Lin & Lin, Pearl Lam, Rossi & Rossi, Tomio Koyama, Vacancy and Don Gallery.
Interactive moments extended beyond the Samsung Art TV Lounge, with visitors invited to explore Samsung Art TV displays across the fair and take part in an Art TV billboard selfie activation at the Hong Kong Entertainment Building Shopping Arcade, reinforcing the idea that art can be experienced as part of everyday life from anywhere.
Samsung also hosted an exclusive evening at Pier 1929, inviting guests to explore their artistic preferences with Samsung Art TV. Throughout the evening, attendees took part in an interactive program that guided them through curated activities inspired by the artworks on display.
From artwork selections to photo activations and dinner conversations, the experience fostered a personal connection with art.
Junwha Hong, Vice President and Head of Marketing for Samsung’s Visual Display (VD) Business, opened the evening by reflecting on Samsung’s ongoing partnership with Art Basel and how the 2026 Samsung Art TV lineup expands access to world-class art in everyday spaces.
Through its partnership with Art Basel, Samsung is bringing museum-quality artwork into the home, turning the TV screen into a more personal, everyday way to discover and live with art.
Samsung recently introduced the 2026 Art Basel: Hong Kong Collection to Samsung Art Store, a digital art subscription platform home to 5,000+ artworks, 800+ artists and 80+ partnerships.
Available across Samsung’s Art TV lineup, including The Frame Pro, The Frame, Micro RGB, Neo QLED, QLED and OLED, Samsung Art Store lets viewers experience highlights from the fair wherever they are.
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