Samsung Electronics will collaborate with globally renowned artists to celebrate global diversity, artistic innovation and the power of display technology at Art Basel in Basel 2025, the world’s largest art fair held in Basel, Switzerland. As Art Basel’s official display partner, Samsung offers exclusive access to curated exhibition artworks via Samsung Art Store, also on display onsite at Art Basel in Basel 2025.
With participation from approximately 280 galleries across 42 countries and regions, Art Basel in Basel 2025 offers a comprehensive view of the latest ideas shaping contemporary art today. As the official display partner, Samsung presents a new digital art experience that brings together art and technology through its premium screens including The Frame, MICRO LED and Neo QLED 8K.
Immersive Digital Art Experience: ‘ArtCube’ Draws Visitors Into the World of Art
At Art Basel in Basel 2025, Samsung unveiled ‘ArtCube,’ a lounge dedicated to digital art experiences on Samsung devices. Created under the theme “Borderless, Dive Into the Art,” ArtCube offers a progressively immersive journey as visitors navigate the space.
Passing through a large LED entrance where the Art Basel in Basel Collection from Samsung Art Store is reinterpreted as digital artworks, visitors discover a space showcasing the full lineup of Samsung Art TVs in the ArtCube. Artworks from Samsung Art Store, displayed across The Frame, MICRO LED and Neo QLED 8K screens, envelop the front and side walls to create a deeply immersive experience — one that makes visitors feel as though they have stepped directly into the art itself.
▲ Samsung Art TVs — including The Frame Pro, MICRO LED and Neo QLED 8K — line the interior walls of ArtCube.
▲ A visitor views Basim Magdy’s artwork on display at ArtCube, part of the Samsung Art Store collection at Art Basel in Basel 2025.
An interactive experience zone, powered by Samsung Art Store, is also featured. Visitors can select an artist showcased in the exhibition, take a photo and generate a personalized selfie in the chosen artist’s style, using generative AI — offering a distinctive and engaging experience.