Samsung Electronics partnered with Art Basel in Basel 2025 as the official display partner, presenting a digital art experience called 'ArtCube' at the fair from June 19 to 22, 2025. The lounge featured Samsung Art TVs including The Frame Pro, MICRO LED, and Neo QLED 8K, displaying artworks from the Samsung Art Store collection. A talk session included RM of BTS and artist Basim Magdy, discussing digital technology's role in art. Samsung also launched a new collection of 38 highlighted pieces from the fair on its Art Store, allowing subscribers worldwide to view the works remotely.
This collaboration matters because it underscores the growing intersection of technology and the art world, with major consumer electronics brands like Samsung embedding themselves in premier art fairs to promote digital art consumption. The initiative expands access to contemporary art beyond physical venues, leveraging AI and high-resolution displays to create immersive experiences, while also highlighting how artists like Basim Magdy can reach global audiences through digital platforms. It reflects a broader trend of art becoming more integrated into everyday life via smart home devices.