Samsung and Art Basel Collaborate to Redefine Digital Art Experience

As the prestigious Art Basel 2025 converges in Basel, Switzerland, Samsung Electronics has initiated a dialogue on the future of art through its innovative 'Living With Art' program. This initiative, featuring RM, the global ambassador of Samsung Art TV and member of the globally acclaimed K-pop group BTS, aims to explore how technology is reshaping the art experience in contemporary life. The two-part media session, held on June 20, 2025, brought together industry experts, artists, and curators to discuss the evolving intersection of digital platforms and daily creativity.

The event featured RM in a candid discussion with Sofia Monteiro, Curator at Samsung Art Store Europe, where he reflected on his personal journey with art. 'Art is already deeply embedded in our lives — in literature, architecture, film, and, of course, music,' RM stated. He elaborated on how digital platforms like the Samsung Art Store are making art more accessible and relevant, especially for those who may feel intimidated by traditional art spaces. He shared, 'The Frame has transformed how my friends perceive art at home. They often mistake it for a new media art piece rather than a television.'

The second part of the session transitioned to a panel discussion moderated by Monteiro, featuring Clément Delépine, Director of Art Basel Paris, and Basim Magdy, a multi-disciplinary artist. The panelists unpacked how digital tools are redefining how audiences discover, engage with, and collect art. Delépine noted, 'While physical artwork still holds tremendous value, there has been a significant shift in how people experience art. Discovery now incorporates digital galleries and algorithmic suggestions.' Magdy emphasized that these tools foster emotional connections, offering a new lens through which audiences can appreciate art, stating, 'It’s not a replacement for seeing art in person, but it invites emotional connection in a new way.'

The discussions underscored a cultural shift from ownership to experiential engagement with art, particularly in light of modern constraints, such as limited access to physical galleries. The speakers highlighted how platforms like Samsung Art Store facilitate personal artistic exploration through visual immersion. Delépine remarked, 'The Frame reminds me of how we used to curate images online; it allows for a similar process of taste development in a personal space.'

As the event coincided with the launch of the Art Basel in Basel (ABB) Collection, which features 38 curated works including contributions from African artists for the first time, Samsung reinforced its commitment to democratizing art. Amelia-Eve Warden, Senior Communications Manager at Samsung Europe, stated, 'At Samsung, we view technology as a bridge, not a barrier, to cultural connection and creativity. Our goal is to encourage more people to integrate art into their daily lives.'

The 'Living With Art' initiative illustrates Samsung's ongoing partnership with Art Basel, aiming to redefine how art is perceived and experienced in the digital age. RM’s curated collection on the Samsung Art Store offers a glimpse into his artistic preferences, reflecting a broader vision where art is not merely an object to be owned but a living part of everyday life. As the art world continues to evolve, the message is clear: art is not confined to galleries; it is meant to be lived with and celebrated in every space and moment.

In conclusion, the convergence of technology and art at this year’s Art Basel signals a transformative era in the way art is consumed and appreciated. As digital platforms become increasingly integral to the art experience, the future of creativity lies in a harmonious blend of traditional artistry and modern technology.