Dezeen Magazine

Samsung offers all-over Frame TV styling by Scholten & Baijings and Inga Sempé

Dezeen promotion: Samsung has expanded on the customisation options for its artwork-like Frame televisions, with designer-led concepts that extend from the screen and out onto the bezel and stand.

The South Korean electronics giant worked with Dutch duo Scholten & Baijings and French designer Inga Sempé on the new customisations, which were presented at consumer electronics fair IFA in Berlin this week.

Scholten & Baijings' styling for the Frame TV covers the artwork, bezel and stand

The customisations are made for Samsung's Frame TV. Designed by renowned technology designer Yves Behar and released earlier this year, the television is made to look like a framed work of art when not in use.

Its screen can be filled with one of 100 artworks from galleries including Spain's Prado Museum and the UK's Saatchi Gallery, while its frame was initially available in white, black and wood veneer.

Those options have now been expanded by Scholten & Baijings and Sempe, who have created their own artworks, bezels and TV stands for the Frame.

Inga Sempé's Frame concept is based around flowing lines

At IFA, these products were showcased in interiors-themed stands styled by the designers, showing their aesthetic extending beyond the screens and out onto the walls and even the furnishings.

The project is the result of Scholten & Baijings' ongoing collaboration with Samsung, which has seen the Dutch designers advising the brand on interior design for the last four years.

"Four years ago we told them, 'can we not find a mode for a TV that is not a black hole?'," the studio's co-founder Carole Baijings told Dezeen.

"That is why, for example, we don't have a TV at home, we have a projector, because we don't want this big black hole in our home."

Scholten & Baijings's Minimal artwork makes use of transparent blocks of colour

This advice fed into the development of the Frame TV, which according to Behar is designed to "disappear in the décor" when not in use. Samsung also put out the Bourellec brothers' Serif TV, which has a more sculptural design.

Scholten & Baijings invited Sempé to join them on the project to design new offerings for Frame. Scholten & Baijings' designs are based around colour blocking and geometric shapes.

They have created three artworks: Minimal, which is based on transparent blocks of colour; Colourful, which plays with contrasts; and Extraordinary, where line and grid patterns are superimposed.

The duo's Colourful artwork plays with contrasts

Baijings says that all of the artworks are well complemented by their four bezel and stand finishes – white-washed wood, a green-grey anodised aluminium, a high-gloss blight blue inspired by porcelain and lacquerware, and a silicone-look dusty pink.

Sempé's design, meanwhile, is based on flowing lines that are bunched together and described by Samsung as "evoking liveliness and movement". Her frame options include a stand covered in the same flowing lines, and a bezel where each side is a different contrasting colour.

The Extraordinary design features rich combinations of line and grid patterns

Baijings said that her work with Samsung was focused on designing products that would allow consumers to feel less surrounded by technology that they are not actively using.

"We need something that is great when you're watching TV, but also great during the day when you're not watching TV," said Baijings. "So we're looking at super-nice, very minimal products that fit in the whole world, not only high technology."

The new Frame TV customisations were on show at IFA, which ran in Berlin from 1 to 6 September. On display were products from big brands like Panasonic – which launched a new Google Assistant-powered smart speaker – as well as start-ups like Pium, which makes a Wi-Fi-connected fragrance diffuser.