Samsung’s ’The Frame’ is a regular TV when in use and a picture frame whenever it is not in use. At IFA 2017, Samsung has added a 43-inch model to the portfolio.

A smaller Frame
The Frame already existed in 55” and 65” formats. The 43” format is designed for smaller rooms.

Besides the smaller format, it is identical to the existing models. HDMI and antenna cables are connected to an external box. When not in use, The Frame switches to an ”art mode” to display digital art pieces in up to 4K resolution. More pieces can be bought from Samsung’s store of more than 300 pieces by emerging artists.

- ”Samsung has partnered with leading galleries and museums such as the LUMAS, Saatchi Art, and Sedition to further enhance The Frame as an art-centric device within the home. Samsung also announced a new partnership with the Prado museum, as well as plans to acquire approximately 1,000 prominent art pieces that can be enjoyed in The Frame’s Art Store in near future,” the company said at IFA.

The Frame can hang on the wall as a picture frame or stand on the floor on one of Samsung’s specially designed stands.


Samsung also used its IFA press event to showcase the new new  Q8F range. It is a series of ”QLED” LCD TVs with flat design. The market has largely rejected curved TVs so Samsung has spent the last few years to scale back and return to the flat form factor. Besides Q8F and Q7F, the flagship Q9 is also flat, 

The 43” Samsung The Frame will be available in Europe this month for a suggested retail price of 1500 Euro.