Samsung wants your TV to feel a little more like Art Basel this year — and not just for the people who can actually make it to Hong Kong. The company has rolled out a new Art Basel Hong Kong 2026 Collection on Samsung Art Store, turning its latest TVs into digital windows for contemporary art from one of the world’s most influential fairs.

The collection is tied directly to Art Basel Hong Kong 2026, which runs from March 27 to 29 at the Hong Kong Convention and Exhibition Centre, and it is being showcased in person on Samsung’s Micro RGB, OLED and new The Frame Pro displays at a dedicated booth. In other words, the same pieces that fair‑goers see on the show floor can also live on your wall at home, assuming that wall has a Samsung Art TV hanging on it.

On the Art Store side, Samsung is treating this as a fully curated, gallery‑style drop rather than a random bundle of screensavers. The Art Basel Hong Kong 2026 Collection packs 25 artworks from 20 emerging and established artists, all represented by eight well‑known galleries, including Bank, CLC Gallery Venture, Don Gallery, Tomio Koyama, Pearl Lam, Lin & Lin, Rossi & Rossi and Vacancy. It is all delivered in 4K resolution, which is very on‑brand for a company that has spent years pitching The Frame as “the TV that looks like art” rather than just a panel in the living room.

Samsung and Art Basel are clearly leaning into Hong Kong’s reputation as a crossroads for cultures. The collection mixes Chinese artistic heritage with forward‑looking contemporary work, spotlighting 11 Chinese artists whose pieces span roughly six decades of practice. Then there are the kind of names and story hooks that make art feel less intimidating and more like something you want to talk about over coffee. German artist Michael Najjar appears with “Europa” (2016); he is not just a painter, but also a trained astronaut slated to fly on Virgin Galactic’s VSS Unity, which adds a very literal “space” angle to his work. Sun Yitian’s “Ken” (2023) comes with fashion‑world credentials after her work crossed over into Nicolas Ghesquière’s designs for Louis Vuitton’s Pre‑Fall 2024 collection.

The lineup also reaches backward, not just forward. Samsung and Art Basel highlight pieces by Ha Bik Chuen, a self‑taught contemporary artist whose vast personal archive — some 500 boxes — is being digitized by Asia Art Archive for researchers. Works such as “Wheatfield A” (1994) and “Untitled” (1995) sit inside the collection as a reminder that Hong Kong’s art story did not begin with Instagram and fairs; it has been quietly building across decades in studios and archives.

Art Basel, for its part, is framing the Samsung partnership as a way to extend the fair, not replace the physical experience. Director Angelle Siyang‑Le says the goal is to broaden how people encounter art, making it feel both accessible and high quality in everyday spaces. The idea is that your TV becomes less of a black rectangle and more of a rotating mini‑gallery — the sort of thing you can live with day in, day out, rather than only seeing art on the occasional museum trip.

Alongside the Hong Kong collection, Samsung is using the moment to highlight another major strand of its art push: the Lee Kun‑Hee Collection. During Art Basel Hong Kong 2026, the company is featuring 20 works from the late Samsung Chairman’s legendary private collection on Samsung Art Store, in collaboration with the National Museum of Korea. These include pieces like “Sun, Moon and Five Peaks,” “Ten Symbols of Longevity,” and “Scholar’s Accoutrements in a Bookcase,” works that are often cited in discussions of Korean artistic heritage and that typically would only be accessible through museum shows.

Those Lee Kun‑Hee works are not just a limited‑time fair gimmick either. They will remain available on Samsung Art Store through January 2027, effectively turning Samsung’s TVs into a long‑running digital loan program for some of Korea’s most important art. In the physical world, parts of the collection are also touring as “Korean National Treasures: 2,000 Years of Art,” co‑hosted by the National Museum of Korea and the National Museum of Modern and Contemporary Art at The Art Institute of Chicago through July 5, which underlines how seriously institutions treat this body of work.

Zoom out and the strategy here is obvious: Samsung wants to cement the idea that its TVs are not just better screens for sports and streaming, but also credible canvases for art. The 2026 Art TV lineup is built around The Frame and the new The Frame Pro, both designed to sit comfortably in living spaces without screaming “TV” when they are showing art instead of video. Surrounding them are Micro RGB, Neo QLED and OLED models, giving buyers a range of display technologies and price points while still tying everything back to the Art TV label.

Samsung Art Store itself has quietly grown into a serious platform, not just a novelty add‑on. According to the company, it now hosts more than 5,000 works from over 80 partners, with Art Basel sitting alongside museums and institutions such as the National Museum of Korea. For Samsung, this builds on a 20‑year run as the world’s leading TV brand, and the message is essentially: if you are already buying the TV, you might as well let it double as a curated art subscription instead of leaving a blank screen on the wall.

For users, the value proposition depends on how you think about art at home. If you already own a Frame or are considering one, the Art Basel Hong Kong 2026 Collection is a strong example of why the Art Store exists in the first place: it packages serious contemporary art in a format that does not require you to know gallery rosters, auction results or art‑world jargon. You pick a work, hit select, and suddenly your living room is quietly showing a piece that a visitor might otherwise have to fly to Hong Kong to see in person.

Of course, a TV will never fully replace the experience of standing in front of a painting or installation in a gallery, and Samsung is not really claiming that it does. What it does offer is a way to live with more art, more often, whether it is an emerging Chinese painter from a Hong Kong gallery or a historic Korean masterpiece from the Lee Kun‑Hee Collection. For a lot of people, that shift — from art as a rare event to art as a daily backdrop — might be the most meaningful change to come out of Samsung’s latest Art Store collaboration.