Samsung has announced it is set to open up purchases for its new television set that doubles as a picture frame and never needs to be switched off.

Called “The Frame,” the ultra-thin TV is encased with wooden trim to look like a picture frame on the wall when in “Art Mode” instead of fading to black like traditional sets.

Consumers can choose between a 65-inch model priced at US$2,799 and a 55-inch model at US$1,999, and bezel* options of white, beige* and walnut shades of red wood.

The South Korean electronics maker first unveiled The Frame in March, noting that the sets are ushering in a new era of television.

“The Frame empowers you to think about TV in a new way, bringing art and entertainment into new parts of your home. This is how television transforms and becomes an essential part of your lifestyle,” said Dave Das, SVP consumer electronics marketing for Samsung Electronics America.

As the standards for interior design shift, people want the look of their homes to reflect their broader lifestyle and personal tastes. Samsung is looking beyond the traditional black box and taking an artful approach to TV.

The new television is also outfitted with Invisible Connection and No Gap Wall-mount, allowing users to hang it virtually* anywhere.

There are also a range of art layers and colors to select, as well as customizable accessory options including interchangeable bezels and an optional Studio Stand. Each television set is preloaded with 100 pieces of art, which includes a selection that ranges from landscape to architecture.

What’s more, owners of The Frame will also have access to Samsung’s Art Store, a growing library of more than 300 pieces of established* and emerging artists, curated by several international organizations, galleries and museums, including Artspace, LUMAS, Magnum Photos, Saatchi Art and Sedition.

(SD-Agencies)