Katarzyna Petru
Samsung has been celebrating triumphs for several years with its The Frame and Art Store shop. Now, LG joins the race for the “TV as a digital frame.” The Korean brand has announced the launch of LG Gallery+, its own platform featuring works of art and graphics. The catalogue includes over 4000 images, photos and graphics, which are meant to transform the lounge into a private gallery.
Iconic Images and Art from Games
Included in LG Gallery+ are classics of painting – such as "Wheat Field with Cypresses" by Vincent van Gogh and "Bathers at Asnières" by Georges Seurat. There are also more contemporary touches: alongside museum art, graphics inspired by the world of games, such as Assassin’s Creed and Rainbow Six, can be displayed.
The concept works similarly to The Frame – when the LG television is not being used to watch films or series, it transforms into a digital frame. Interestingly, selected works can have music or gentle melodies added in the background.
LG: “Art should be a part of everyday life”
The project was created in collaboration with National Gallery Global. As Susan Noonan, the institution's Director of Commerce, emphasises:
“We believe that great art should be a part of daily life. Thanks to LG Gallery+, homes around the world gain access to our curated masterpieces, offering moments of reflection, inspiration, and beauty beyond the walls of the gallery.”
Light Version and Premium Subscription
LG has opted for two access models:
Light – a free version with a limited, curated collection,
Premium – a paid monthly subscription available in the USA, Korea, and parts of Europe. LG promises to gradually expand it to additional markets.
An interesting feature is the integration with Google Photos, which allows generating images using AI. The televisions are also equipped with a light sensor that adjusts the brightness and colour of the screen to the conditions in the room. A downside may be the lack of matte screen finish, which at Samsung makes the image look more like a physical painting on canvas.
New works every month and webOS updates
LG has announced that new works will be added to the Gallery+ library every month. Initially, the feature will be available on OLED and LCD TVs from 2025 in 150 countries.
Older models won't be left out – access will be available after updating to webOS 25, scheduled for Q4 2025 and Q1 2026 (for models from 2022, 2023, and 2024).
Competition is Heating Up
Samsung is no longer alone. Besides LG, other players have also showcased their answers to The Frame – Hisense Canvas and TCL Nxtvision. It's clear that the idea of a "television as a digital gallery" is becoming another trend in the premium segment.
