Art was never this personal, courtesy of Samsung & Flamant


What do you get when you combine Samsung’s globally renowned The Frame with the impeccable style of Belgian interior design label Flamant? The answer is: Art with a capital A!  Every great piece of art also merits a colourful frame. Something which Samsung & Flamant are well wise to. To lend added lustre to the launch of the restyled The Frame, Flamant curated no less than 128 frame colours, enabling you to gear your TV set entirely to your own taste and your home interior. Contemporary artist Kevin Douillez in turn got out his paint brushes to honour and salute the new The Frame with a set of unique paintings.


In 2017, The Frame saw the light of day, guided by the creed “TV when it’s on, ART when it’s off”, as Samsung firmly believes that people’s TV sets are also an integral part of their home interior. In developing The Frame, Samsung clearly had all home design and art lovers in mind: once switched off, the unobtrusive lifestyle TV transforms into one of your favourite works of art, enabling your home interior to act as a constant source of inspiration.

2021 sees Samsung launch a brand new The Frame. Newer. More refined. A work of art in its own right. The Frame, 2021 Edition, comes with extra styles, colours, artworks and accessories. Even more ways for you to personalise your living space and to upgrade your home interior whilst enjoying the stunning picture quality of a 4K QLED TV.

"The Frame allows you to seamlessly integrate your TV in any type of home setting. The switched off screen automatically switches to a work of art or your favourite photo. What is more, the interchangeable frames enable you to truly find that  perfect match with the rest of your interior. Which explains why we are delighted to act as an even greater source of inspiration for design and interior enthusiasts, throwing open the doors to the ultimate personalisation experience in close co-operation with a renowned house such as Flamant.” – Johan Van Campenhout, Lifestyle TV Product Manager at Samsung Electronics Benelux





The new The Frame is nearly twice as thin as its predecessor, which is why new frames are now available. This year gives you a wider choice of colours and designs for your frame: starting from September - exclusively in Belgium – you get to choose from no fewer than 8 colour categories and all 128 Flamant colours. These include Terra di Sienna, Atlas and even Lipstick, allowing you to personalise the aesthetic presence of your TV even further.

The Samsung website has a practical configurator that will simulate the new colours, along with 5 tips from the Flamant colour specialists to help you pick the best frame colours for your interior.

If you fancy a different colour after a while, no problem. Thanks to The Frame’s clever  magnet system, you get to swap frames as often as you like. After all, Vincent Van Gogh’s Starry Night demands a somewhat different frame than a Gauguin painting, n'est-ce pas?!

"Every single one of the typical Flamant semi-tones and powder tints is mixed by hand at our workshop. These are colours you will not find anywhere else and will inspire you to creatively toy around with colours: from harmonious combinations all the way up to exciting contrasts.” - Alex Flamant, Chief Creative Officer at Flamant


The Samsung Art Store offers a choice of over 1,400 famous works of art, which will embellish your living room with a single click. Never before was having your very own art gallery - entirely geared to your own style and the perfect complement to your home interior - so easily within reach. In honour of the restyled The Frame, contemporary artist Kevin Douillez created two exclusive masterpieces, which you will be able to download from from mid-September forward. If you prefer to display your favourite photos or other digital artworks on your TV, these are easily uploaded from your smartphone.

"I used over 30 Flamant colours for these paintings. The colours inspired me to come up with sophisticated and elegant works of art, which reflect the style of the two brands. To retain the rough texture of the material, I only used my fingers to paint with." - Kevin Douillez


The new Samsung The Frame is available at a recommended retail price which starts from EUR 699 (in 32", 43'', 50'', 55'', 65'', 75'', 85" screen sizes).

The working relationship with Flamant kicks off on 13 September, with the products available from all  6 Flamant stores, the retail trade and from The campaign is set to run until 14 November.

About Kevin Douillez

Kevin Douillez is 30-year old self-taught contemporary artist, born in Wallonia close to Binche, who now lives and works in Brussels. Even though Kevin had been intrigued by the world of art since his early childhood days, it was not until 2019 that the urge to create and  express himself through the artistry of painting became irrepressible. Becoming a professional painter proved a revelation and he soon managed to stage his first exhibition entitled "Therapy". It turned out to be the catalyst that prompted him to continue on his chosen path, enriching his vocabulary with even more graphical techniques in the process.

Intuitive and impulsive as he is, Douillez is swift to pick up new painting techniques, blending various styles and ultimately creating the style he has continued to perfect through his canvases to date. He loves mixing up different materials and combining them with classic painting techniques. When it comes to paint, acrylics, oils, pastels and spraying cans are staples in his armoury of tools which time and again breathe life into his creations.

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