LG Electronics has introduced a television designed to resemble a framed artwork, mirroring the style popularized in recent years by its competitor, Samsung Electronics. The new television, named the Gallery TV, will be available in 55-inch and 65-inch models starting in 2026. Similar to Samsung's product, The Frame, LG's TV will also allow consumers to choose from a range of stylish bezels, which can be swapped out after purchase. The marketing concept for this niche category is that televisions should blend into home decor like other appliances or high-end items. While Samsung has not disclosed recent sales figures for The Frame, numerous other TV manufacturers have launched their own imitations.
LG states that the Gallery TV targets "consumers who value interior design," displaying artwork when not in use for entertainment. The company categorizes it within its "lifestyle" series of TV products, a lineup that also includes portable smart screens and even unconventional designs like suitcase televisions. Typically, these slim and lightweight TVs offer overall picture quality that falls short of traditional televisions, representing a trade-off for achieving superior aesthetic design. An LG spokesperson indicated that the Gallery TV will utilize LCD technology instead of the superior OLED panels found in higher-end models—a decision likely made to maintain a price point competitive with Samsung's product. LG has not yet announced pricing; for reference, the 2025 model 65-inch The Frame TV is priced at over $1,500.
Other similarities between the Gallery TV and Samsung's The Frame include a matte display to reduce glare, and a picture quality enhancement feature that automatically adjusts brightness and color based on ambient room light, making displayed artwork appear more natural. LG mentioned that the design of this "gallery mode" was informed by consultations with museum curators. The company's existing Gallery+ service allows users to select from a library of over 4,500 works updated monthly, "covering everything from fine art to movie scenes, game visuals, and animations." Users can also employ generative AI to create their own artworks.
Samsung's Art Store service similarly provides a library of artworks from renowned institutions, including the Museum of Modern Art in New York, the Art Institute of Chicago, the Van Gogh Museum, the Louvre, the Musée d'Orsay, the Tate Modern, and Art Basel. Earlier this year, Samsung expanded access to its Art Store service, previously exclusive to The Frame series, to other TV models. Both companies charge a subscription fee for full access to their respective art collections.
LG will unveil its complete 2026 television lineup at next week's Consumer Electronics Show (CES 2026), where Samsung will also showcase its latest products. New TVs from both companies are typically announced in January and become available for purchase in the spring.