Owners of Samsung The Frame TVs who are fans of the artwork of surrealist painter Salvador Dali will soon have access to some of his most popular works to digitally display on their screens through a deal announced this week by the Samsung Art Store.

The Digital Art Store will make these paintings available through memberships available to The Frame TV owners to access thousands of still-life artwork collections they can display on their picture-frame-like sets when not in use for video.

Samsung The Frame TVs are a special lifestyle series of 4K QLED LED-LCD TVs featuring a design that makes the video screen appear as a framed artwork. Samsung then emphasizes that styling design by offering still visual content that can be displayed on the screen when not in use for TV viewing. In this way, the set is disguised in the room decor as a framed piece of art hanging from a wall or mounted on a floor-placed easel stand.

The store will now provide access to 12 digital copies of Dali’s paintings curated as part of its now 2,300 piece-plus digital gallery.

These artworks and photographs are available from renowned artists, museums and “industry tastemakers”, Samsung said.

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The Samsung Art Store reached a deal with the Fundació Gala-Salvador Dalí, which is a private cultural institution founded by the painter to promote his artistic, cultural, and intellectual works in Spain and abroad.

Among Dali’s works gathered for the Samsung Art Store offering are “The Persistence of Memory” (1931), “The Temptation of St. Anthony” (1946), and “Swans Reflecting Elephants” (1937). Fundació Gala-Salvador Dalí said it is expanding ways to provide instant, digital access to some of Dalí’s most artistically significant artworks to millions through the partnership.

Dalí, born in the Catalonian town of Figueres in northeast Spain spent much of his life in that region, creating groundbreaking artworks which would go on to inspire artists and viewers alike for generations. But Dalí always aspired to share his artistic vision with a much wider audience, bringing his striking, surrealist paintings to exhibitions in Paris, London, and New York – and simultaneously seeking creative inspiration and collaboration with world-renowned artists and intellectuals of his time including Coco Chanel, Sigmund Freud, and Pablo Picasso, among others.

Samsung said that to honor Dali’s arrival on the Art Store, a short documentary celebrating his life and work will be launched on August 8 as part of Samsung’s “Meet the Artist” video series, which promotes the latest and greatest artwork available on the Art Store platform globally. Samsung and the Publicis agency production team traveled to Dali’s hometown of Figueres and the Costa Brava region of Spain – where Dali lived with his wife Gala for more than 40 years – to showcase the unique landscape and culture that inspired much of his work.

The full “Meet the Artist: Salvador Dali” documentary and edited shorts taken from it will appear as part of a multichannel marketing campaign across TV, digital, and social media.

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By Greg Tarr

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