Samsung Electronics is pushing creative boundaries at this year’s Art Basel in Basel, running from June 19 to 22. As the official display partner, Samsung is spotlighting global diversity, artistic innovation, and cutting-edge display technology—including The Frame, MICRO LED, and Neo QLED 8K screens .
🎨 ArtCube: An Immersive Digital Lounge
Dubbed “Borderless, Dive Into the Art,” the new ArtCube lounge invites visitors to fully immerse themselves in digital artwork. The experience begins at a striking LED entry portal, before enveloping attendees in art displayed on Samsung’s top-tier Art TVs. The immersive setup blends visual storytelling and technology, blurring lines between physical and virtual space .
Additionally, an interactive generative AI zone lets visitors take selfies and transform them into artworks inspired by featured artists—offering a unique, personal engagement with digital art .
🖼️ Exclusive Art Basel Collection on Samsung Art Store
In conjunction with the event, Samsung launched a 38-piece digital collection from the Art Basel in Basel fair on the Samsung Art Store. This curated selection spans a variety of continents, mediums, and artists—including the first inclusion of an Africa-based gallery. The digital collection brings international art into homes worldwide .
Highlight works include:
Basim Magdy, “An Intergalactic Messenger…” (2022) — a vivid take on utopian futures Roméo Mivekannin, “Young Woman with Peonies…” (2023) — a postcolonial reinterpretation of classical portraiture Zandile Tshabalala, “Pink Blossoms” (2024) — celebrating Black femininity Including artists like Jo Baer, Kibong Rhee, and Lynn Hershman Leeson — illustrating Samsung’s commitment to inclusivity and artistic breadth
🚀 Ongoing Art Basel & Samsung Synergy
This release marks Samsung’s most extensive Art Basel collection yet on its Art Store platform, complementing earlier showcases at Art Basel in Hong Kong, Miami, and Miami Beach . Samsung continues to use its premium display lineup to bring gallery-grade experiences into daily living spaces.
Maike Cruse, Director of Art Basel in Basel, emphasized the partnership’s reach: “Our global partnership with Samsung extends the visitor experience beyond the Messe and into people’s homes…”
Samsung Art Cube at Messe Basel (Halle 1) also features panel discussions exploring the intersection of display tech and artistic expression .
📺 What It Means for Consumers
Art Store subscribers can now stream 38 new Art Basel pieces in 4K at home. Display options range from Neo QLED 8K, Neo QLED, QLED, to The Frame/Frame Pro. Available in 117 countries, Samsung Art Store boasts over 3,500 artworks via partnerships with 70+ galleries .
📝 Bottom Line
Samsung’s ArtCube and newly launched Art Basel digital collection mark a compelling fusion of art, technology, and inclusivity. By amplifying global artists and leveraging premium displays, Samsung continues to democratize art experiences—turning living rooms into galleries and fostering cultural connection worldwide.