Art of ‘The Frame’
The Frame TV in situ at Hare Interiors studio, showing Untitled by Clare E. Rojas, USA.
The Frame TV in situ at Hare Interiors studio in Grey Lynn, displaying South View by Nacho Alegre, Spain.
The Frame TV at the studio showing USA artist Sam Falls’ work Untitled (Life and Death, Easter Lillies). Print (behind) Dancing in the Shadows by Jodi Newnham.
Partner content: Samsung’s new television, The Frame, has been designed to blend in with its surroundings, whether it is turned on or off. To see how it behaves in situ, the set was taken to the studio of interior designer Lauren Hare in Grey Lynn.
Tell us about the design of your studio – what were you trying to achieve with the space?
We love having a communal space as this helps a communal approach to the jobs we work on. Samples are a huge part of what we do, so the central table works really well to lay out the jobs we are working on and present to clients along with the shelving above the desks.
We tend to hide what we don’t want to display so the focus is always what we are working on. We do this by the brass cabinets and mobile work stations. We also have a separate space for our sample library and work in progress.
You have a degree in fine arts – how does that inform your work?
We draw from all kinds of inspiration, not just interiors. We work rigorously early on to develop a unique idea on every job. This creates new ways of finishing our interiors. A lot of the detailing is quite sculptural.
Do you often incorporate fine art and paintings into your interiors?
Yes, there is nothing better than a work of art to bring together the forms, colours and detailing in the interior.
As a designer, what are the challenges you have when trying to incorporate TVs into an interior? Do these challenges discourage you or your clients from buying TVs?
We find the screen is used differently these days, and most clients prefer the TV not to be the central focus of the living room. We often conceal TVs so they don’t take over the living environments.
The Frame TV has been designed to blend into interiors by using the Art Mode to present a piece of art on the screen when it’s not being watched. Based on this shoot, do you think The Frame achieves that?
Yes, it’s a great option, especially when layered with other art pieces.
Could you see The Frame TV working in some of your residential projects?
Definitely. It takes it away from having to live with a screen. A lot of my clients constantly ask me to hide their TV. The Frame deals with that challenge quite beautifully. I also like its versatility, the fact that you can put a variety of artworks and photos and even select picture frames from a choice of different wood finishes.
How does The Frame TV compare with previous TVs you’ve owned in terms of design and the way it works in your home?
The Frame TV is far superior. It’s also a great tool for the studio as we are displaying more and more of our work digitally, and to do so on a TV that has such sophisticated detailing is great.
The Frame is available now starting from RRP$3,999.
For stockists, visit samsung.com/nz
ArchitectureNow works with a range of partners in the A&D supply sector to source appropriate content for the site. This article has been supported by Samsung and first appeared in Urbis magazine.
