A new take on how to add exceptional value to the in-room experience

It’s been a long time since anything exceptional hit the market in terms of entertainment hardware for the guest room. But that is changing.

Samsung has just launched “The Frame” – an art-like experience for the living room of consumers’ homes, but which also brings new possibilities to the hotelier when seeking ways of “wowing” guests.

Nicolas Mercier, Practice Lead – Hospitality & Travel at Samsung Electronics explains that the concept is to take the TV DNA and hide it inside a frame package: “It’s our rst large ‘lifestyle’ product, which in fact we no longer refer to as a ‘TV’. It is revolutionary for a few reasons. Firstly, for the form factor, as it’s not a TV any more, but is like an art work. The way we hang it has also changed, as it is now ‘gapless’, with less than a millimetre between the wall and the back of the frame. This is thanks to Samsung’s new Invisible Connection and No Gap Wall-mount, allowing users to hang it anywhere so it can blend seamlessly into any space without unsightly cables or wires. The overall idea is to provide an ‘analogue’ experience with an art-like quality. The finish is matte, which also enhances this feeling.”

The Frame comes with multiple frame options including Walnut, Oak and White. A brightness sensor seamlessly adjusts the image to ambient lighting, blending it into the interior. And the motion sensor detects people’s movement, turning The Frame into power- saving mode when there is no one in the room and turning it back on when someone enters.

In other words, The Frame looks like a picture frame hanging on a wall when ‘Art Mode’ is on. Instead of fading to black like a conventional TV, the Lifestyle display transforms into a work of art, letting users select custom-designed digital art pieces from The Frame.

With already more than 100 art pieces in multiple categories – including landscape, architecture, wildlife, action, drawing and more – to choose from, it can match every design preference in a hotel guest room or public area. Paired with the numerous options for art layouts and colours, as well as customisable accessory options including interchangeable bezels and an optional Studio Stand, it truly complements the décor of any room.

The Frame’s line-up includes 55-inch and 65-inch models. It probably goes without saying, that when powered on, The Frame offers UHD picture quality.



In hospitality, chains or even boutique hotels are able to create curated content to be showcased on the screen – an in nitely more elegant way of presenting one’s brand than the traditional “welcome” message we have seen until now.

The Journey to Hospitality

Having started out as a consumer product, Samsung has been working hard on adapting the offer for the hotelier. “Bringing the Frame to hospitality has been a long journey, which has been looking at changing the user experience from the consumer model. We have done a number of interviews with hoteliers, installers, media companies and users, in order to really capture the essence of what will make this a great hospitality solution. Definitely the art experience is the rst ‘wow’ factor when the guest sees the product, but then how do we make sure the guest understands that this is not only a piece of art, but also a screen? So, we have come up with different options that are still being reviewed, but it is very likely that everything will happen on-screen. The TV has a light and motion sensor, and we can leverage the hardware so that the device knows when someone is in proximity,” states Mercier.
Launch events for The Frame have been hosted at museums or galleries around the world to highlight its artistic design and features. At the Kaviar Factory in Loften, Norway, The Frame was included in an exclusive exhibition – “Painting or Not” – that seamlessly merged the worlds of technology and art alongside other works of art.

“The Frame represents an extended definition of a painting. For me, as an art collector, this is a very impressive development. Traditionally, televisions have been considered as something that lacked an aesthetic dimension. Today, The Frame opens up a completely new way for how we think about technology and art,” said Venke Hoff, the owner of the Kaviar Factory.

Photo: The frame, first Samsung Hospitality large ‘lifestyle’.