Worlds First Lifestyle TV

A TV used to be just a functional item, not really considered as part of interior design. Then Samsung introduced The Frame. It's a TV that doesn't resemble a typical TV; instead, it can display your chosen artwork when it's turned off, and the frame around the TV can be customized to suit your style. The challenge for our retail team: position The Frame as the first-ever stylish interior piece.

We partnered with vtwonen to give TV design a more personal touch. Together, we introduced a palette of 30 new colours, curated by vtwonen. With a specially designed colour book, people could choose the perfect shade for their TV in the same way they would select a colour for their walls. The collaboration was launched during a live TV show, reaching an audience of 1 million viewers.