Samsung Electronics has unveiled a curated selection of 38 works from ‘Art Basel in Basel 2025’—held at Messe Basel from June 19 to 22—on its digital subscription platform, Samsung Art Store. This marks the largest Art Basel collection ever released on the platform and represents a bold step in expanding global art content into the living space.¹
 
 

A ‘Snapshot’ of Basel, Reframed at Home

The ABB Collection (Art Basel in Basel Collection) features 38 works handpicked by Samsung from the hundreds exhibited at Messe Basel. The selection includes Illusion Code from Zero by Kibong Rhee, Untitled by Jo Baer, Seduction by Lynn Hershman Leeson, and recent pieces by Roméo Mivekannin and Basim Magdy, spanning a diverse range of geographies and mediums.

Samsung emphasized cultural inclusivity and regional diversity by highlighting artists from Africa-based galleries.² “Thanks to the Samsung Art Store,” noted Maike Cruse, Director of Art Basel in Basel, “visitors can continue their journey with the collection even after leaving Messe Basel.”³

Immersive Digital Experience: ‘ArtCube’

At the heart of this partnership lies ‘ArtCube’, Samsung’s immersive interactive lounge installed within the fair venue. Utilizing its premium display lineup—including The Frame, Micro LED, and Neo QLED 8K—Samsung offers visitors a first-hand look at the ABB Collection, alongside AI-generated artwork experiences and artist talk programs.⁵
 
First introduced at Art Basel Hong Kong in March 2025, ArtCube has been expanded for the Basel edition with an 8-meter LED portal and data-driven curation systems. The installation bridges live viewing with technological immersion, creating a layered experience of digital art consumption.

A Museum Within the Screen

Samsung Art Store currently hosts over 3,500 works and is embedded across its 2025 lineup, including Neo QLED 8K, QLED, The Frame, and Frame Pro.⁶ Following its 2024 collaboration at Art Basel Miami, the platform’s monthly usage doubled, and the 2025 Hong Kong collection entered the Top 10 most-viewed artworks within just two weeks.⁷
 


Technology as Cultural Platform

According to Art Basel, this partnership is part of a broader strategy to expand the fair’s reach beyond physical attendance. For Samsung, the initiative positions its displays not merely as devices but as cultural experience platforms—blurring the line between technology and art.

“Basel is the anchor of the European art calendar,” said Cruse, “and by translating that experience into home viewing, Samsung is amplifying the cultural relevance of its premium display technologies.”⁸


 
Toward a Hybrid Art Economy

Following the ABB Collection and ArtCube, Samsung and Art Basel plan to roll out dedicated digital editions for the upcoming Miami and Paris shows later this year. The key question now is whether digital engagement will translate into artwork purchases or licensing.
 
Still, this collaboration has already demonstrated the potential of shrinking the distance between Basel and the living room. As a pioneering example of the hybrid fair-to-home art economy, it redefines how contemporary art can be accessed, experienced, and shared in a digitally integrated world.

References

• ¹ Samsung Newsroom, “Samsung to Release Art Basel in Basel 2025 Collection on Samsung Art Store,” June 16, 2025.
  ² Chosun Biz, “Samsung Unveils Its Largest Art Basel Collection to Date,” June 16, 2025.
  ³ Samsung Newsroom, press release, June 16, 2025.
  ⁴ Ibid.
  ⁵ Samsung Electronics, “ArtCube at Art Basel Hong Kong”, 2025; YouTube, 2025.
  ⁶ Samsung Newsroom US, “Samsung Art Store Expands to 2025 TV Lineup,” April 2025.
  ⁷ SammyFans, “Art Basel Digital Exhibition Hits Top 10 on Samsung TVs,” June 16, 2025.
  ⁸ Observer, “Maike Cruse on the Value of Art Basel in Today’s Market,” May 27, 2025.