Samsung teamed up with the Stedelijk Museum Amsterdam, bringing a curated slice of its collection to Samsung Art Store.

We are talking about one of Europe’s most influential modern art institutions, deeply tied to movements like De Stijl and known for shaping how design looks today.

Henri Matisse’s “The Parakeet and the Mermaid” is a headline piece, joined by works from Kazimir Malevich, Vincent van Gogh, Paul Cezanne, Claude Monet, and Jan Toorop.

Samsung is clearly leaning into a shift it has been hinting at for a while. TVs are no longer just screens, but part of the room and Art is becoming the default idle state.

The company’s Art TVs, including Neo QLED models and now OLED panels joining the lineup in 2026, are being positioned as canvases rather than spec sheets.

Marta Di Gioia, who curates the European Art Store catalog, frames it as living with art, not just viewing it. It sounds like marketing, but there is truth in it when the catalog keeps expanding at this pace.

With the Stedelijk now onboard, Samsung Art Store is starting to look less like a feature and more like a platform, and for TV owners, that changes the value proposition entirely.

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