Samsung, India’s largest consumer electronics brand, empowered global artists to showcase their art digitally on its popular lifestyle TV – The Frame, during the recently held three-month long Mumbai Urban Art Festival (MUAF) co-organized by St+art India Foundation and Asian Paints.

The Frame is a TV when it’s on and art when it’s off. It is designed to enable art lovers to bring alive local as well as world famous artwork on their walls. The new-age product seamlessly blends with the minimal, aesthetic, and cozy interior styles that many Indians are opting for these days.

In a unique move, Samsung leveraged the art festival to popularize its supercool and stylish The Frame TV before the world and provided art lovers and exhibitors a platform to get an immersive experience of viewing artworks.

The festival was a melting pot of striking and thoughtful art pieces wherein the works of Meera Devidayal, Ad Minoliti and Aarti Sunder , among others, were featured on Samsung’s popular lifestyle TV, The Frame. Meera Devidayal displayed  her work ‘Water Has Memory’, while Argentinian artist Ad Minoliti in collaboration with Aravani Art Project  showcased art on trans, feminist, and indigenous experiences, and Aarti Sunder displayed ‘We Owe Each Other Everything’.

“Technology has revolutionized our lives and the way we interact with the world. The Frame television is a great example of this as it stands at the intersection of art and technology. The Frame has created a unique form of expression and let people adorn digital art in their homes in a way they never could before. Our partnership with the St+art India Foundation has not only given artists the opportunity to display their artwork in an interesting way but has also enabled art lovers to have an immersive cultural experience,” said Mohandeep Singh, Senior Vice President, Consumer Electronics Business, Samsung India.