Samsung has unveiled a new TV that has been styled to look much like a picture frame.
Dubbed “The Frame”, the new set is an LED TV that, rather than going black when turned off, switches to an artwork that blends in with the rest of your home.
The design came from the realisation that, with TVs getting increasingly bigger, a TV on standby was essentially a large black rectangle in the middle of your living room.
Samsung has designed The Frame in both 55-inch and 65-inch versions, with Ultra HD technology being used.
Users will also be able to choose from a range of frames such as oak and walnut wood that magnetically attach to the edges of the screen.
Despite being a full Samsung screen, when in picture mode the Frame blends in just like other pictures, meaning it won’t light up a room in the dark.
Yves Behar, of Samsung, said that new TV came from wanting to make technology less intrusive to the home.
“We wanted TV to come into your home in a way that’s not destructive of your social life.
“We designed it so it looks like the art is printed on paper, so it’s not at full brightness. And a motion sensor in the screen means that if there’s nobody in the room then the picture turns off altogether.”
Behar added that there were hundreds of different pictures to display on the Frame, with more expected to come.
“We can see ourselves collaborating with museums and galleries to offer more art in the future.”
Whilst the TV is due to release in the next few months, Samsung has not yet revealed a price point.