Samsung just brought the gallery home. The electronics giant showcased its 2026 Art TV lineup at Art Basel Hong Kong 2026, where 240 galleries from 41 countries gathered from March 25-29. At the center of its immersive Samsung Art Lounge sat a 130-inch Micro RGB display rendering museum-quality artwork alongside premium OLED and Frame Pro models - part of Samsung's ongoing push to turn living rooms into curated art spaces through its Art Store platform.
Samsung is betting your next TV purchase won't be about picture quality alone. At Art Basel Hong Kong 2026, the company transformed its booth into what it calls the Samsung Art Lounge - a carefully staged environment where a 130-inch Micro RGB display anchored an exhibition titled "Crossing Time, Crossing Space."
The installation ran March 25-29 alongside 240 galleries from 41 countries, but Samsung's play here isn't about competing with traditional art dealers. It's about redefining what a television does when you're not watching it. According to Junwha Hong, Vice President and Head of Marketing for Samsung's Visual Display Business, the 2026 Art TV lineup positions screens as "a more personal, everyday way to discover and live with art."
That vision played out across three premium displays arranged in a cube formation. Samsung OLED on the left, The Frame Pro on the right, and that massive 130-inch Micro RGB in the center - each rendering works from the late Samsung Chairman Lee Kun-Hee's art collection through a partnership with the National Museum of Korea. The technical specs mattered less than the statement: these aren't just TVs, they're digital canvases.
Samsung paired the museum pieces with contemporary works from Yoon-Hee, a France-based artist known for abstract paintings exploring Asian-European fusion, and JongSuk Yoon, whose dreamlike landscapes from Germany bridge East Asian traditions with Western abstraction. The mix of historical and living artists reinforced Samsung's broader Samsung Art Store strategy - a subscription platform now housing 5,000+ artworks from 800+ artists across 80+ partnerships.
