Samsung is staging an art exhibition during London Design Festival, where works will be displayed on the screens of the brand's new television, which was designed by Yves Behar to look like a picture frame.

Samsung is collaborating with online art gallery Saatchi Art for the exhibition, which takes place at the Old Truman Brewery in Brick Lane from 21 to 25 September and will feature artworks by a range of international artists.

The event will showcase Behar's The Frame television for Samsung, which he designed to look indistinguishable from a framed artwork when hung on the wall, as well as a new service Samsung has created to allow users to browse and purchase artworks to display on the device when they are not watching TV.

"With this event, we are launching what we are calling the 'new digital art era,'" says Samsung product manager Patrick Szen in this movie, which Dezeen filmed for Samsung in Berlin.
"It is Samsung's vision for how people will buy art digitally in the future and display it in their homes."

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