Samsung Brings The Frame Art TV to Hotel Rooms

The television has long been a fixture of the hotel room, but Samsung is giving it a much more design-conscious role. The technology brand has launched a hospitality version of The Frame, bringing its distinctive Art TV concept into hotels and premium commercial spaces around the world.

Unveiled at HITEC 2026 in San Antonio, Texas, USA, The Frame (HL03H) has been designed to work as part of an interior rather than simply occupying a wall. Its slim profile and Slim Fit Wall Mount create the effect of a framed artwork, while optional magnetic bezels allow hotels to tailor its appearance to different rooms and design schemes. An Anti-Glare panel adds to the gallery-like effect, paired with 4K QLED picture quality when it is time to watch television.

When the screen isn’t in use, Collection Hub allows hotels to display selected artworks, photography and brand imagery. Guests can also use Generative Wallpaper to create AI-generated backgrounds, turning the screen into something a little more personal during their stay.

There is plenty happening behind the frame, too. Live Translate can provide subtitles in a guest’s preferred language when watching local broadcasts or Samsung TV Plus, while Google Cast and Apple AirPlay make it possible to share content from a smartphone or tablet by scanning an on-screen QR code. Connection information is automatically deleted at checkout.

For hotels, Samsung’s LYNK Cloud platform brings management of connected displays into one place. Teams can distribute artwork and guest-facing content, monitor TV status and adjust brightness and colour tone, while guests can access digital concierge services, order room service or book hotel facilities directly through the screen. Business Intelligence tools can also provide insight into how these services are being used.

Available in 43-, 55-, 65- and 75-inch sizes, The Frame for hotels begins its global roll-out towards the end of 2026.

For hospitality interiors, it is an interesting shift: the television no longer needs to be the black rectangle designers have to work around. Instead, it can become part of the room itself.