From June 19 to 22, 2025, Samsung Electronics is set to collaborate with artists of international acclaim to highlight the themes of global diversity, artistic innovation, and the impressive capabilities of display technology. This initiative will take place during Art Basel in Basel 2025, the world’s most expansive art fair, hosted in the cultural hub of Basel, Switzerland.
In this grand event, approximately 280 galleries from 42 countries will converge, offering a comprehensive view of contemporary art’s latest trends and ideas. Samsung, as the official display partner, will showcase a groundbreaking digital art experience that merges art with technology. This will be achieved through the use of their high-end display products, including The Frame, MICRO LED, and Neo QLED 8K screens.
Immersive Digital Art Experience: ‘ArtCube’ Engages Visitors
At the event, Samsung will unveil ‘ArtCube,’ a dedicated lounge that immerses visitors in digital art experiences through Samsung’s technological devices. Themed "Borderless, Dive Into the Art," ArtCube promises a deeply engaging journey for attendees as they move through the space.
Visitors will enter through a large LED gateway where the Art Basel in Basel Collection, as reinterpreted through Samsung Art Store, transforms into digital artworks. The exhibition space within ArtCube will feature the complete lineup of Samsung’s Art TVs. These include The Frame, MICRO LED, and Neo QLED 8K, creating an all-encompassing experience that allows visitors to feel as if they have stepped directly into the artworks themselves.
An interactive experience zone, powered by Samsung Art Store, is also a key feature. Here, attendees can choose an artist featured in the exhibition, take a photo, and generate a personalized selfie in the selected artist’s style using generative AI technology. This offers a unique and engaging way for visitors to interact with the art.
Bringing Art Into Everyday Life Through Samsung Art Store
Earlier in the week, Samsung announced the launch of a new collection featuring 38 highlighted pieces from Art Basel in Basel 2025, now accessible through the Samsung Art Store. This development allows subscribers worldwide to appreciate a diverse selection of Art Basel artworks from the comfort of their homes, without the need to travel to Switzerland.
As the official display partner for Art Basel in 2025, Samsung will maintain its involvement in the annual exhibitions held in Basel, Hong Kong, Paris, and Miami. Through the Samsung Art Store, the company aspires to make art more accessible and seamlessly integrated into everyday life.
The Samsung Art Store is a subscription-based service available on Samsung’s The Frame and QLED TVs. Now reaching audiences in 117 countries, it offers over 3,500 pieces of art in stunning 4K resolution, created in collaboration with more than 70 leading art partners.
A Closer Look at ArtCube’s Highlights
ArtCube, part of Samsung’s digital art showcase at Art Basel, features a rich array of artworks from noted artists such as Basim Magdy, Marc Dennis, and Saya Woolfalk. Visitors have the opportunity to view these vibrant, dreamlike works displayed on Samsung’s cutting-edge screens. Each piece is brought to life through digital projections, offering an immersive experience that defies traditional art viewing.
One of the standout pieces at ArtCube is Basim Magdy’s "The Dictator and His Cockroach Count Their Blessings." This artwork blends satire with dreamlike visuals, demonstrating the potential of digital art to convey complex narratives.
Visitors are also treated to the vivid and hyperreal art pieces by Marc Dennis. His works, characterized by their striking realism and vibrant colors, are made even more compelling through Samsung’s digital display technology.
Embracing Technology in Art
Samsung’s initiative at Art Basel in Basel 2025 underscores the growing intersection of technology and art. As digital tools become increasingly sophisticated, they offer new possibilities for artists to express their creativity and for audiences to engage with art.
The Samsung Art Store, a platform that brings art into homes around the world, exemplifies this trend. It not only democratizes access to high-quality art but also enhances the way art is experienced through digital innovation. Subscribers can explore an extensive collection of artworks, each rendered in exquisite detail, thanks to Samsung’s advanced display technology.
Conclusion
Samsung’s participation in Art Basel in Basel 2025 represents a significant step in the evolution of art and technology. By leveraging their expertise in display technology, Samsung is not only supporting the global art community but also redefining how audiences experience art. As the lines between art and technology continue to blur, initiatives like these highlight the exciting possibilities that lie ahead.
For more details on this event and Samsung’s ongoing projects, you can visit their official news portal. As this collaboration unfolds, it promises to inspire both art enthusiasts and technology aficionados alike, showcasing the transformative power of digital art in our modern world.
All artworks in the Samsung Art Store are available with a membership subscription. The availability of specific artworks may change without prior notice and can vary depending on the region.
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