Katarzyna Petru
For several years, Samsung has been triumphing with its The Frame and the Art Store. Now, LG joins the race for the "television as a digital frame." The Korean brand has announced the launch of LG Gallery+, its own platform featuring works of art and graphics. In the catalogue, we will find over 4000 paintings, photographs and graphics that aim to transform the living room into a private gallery.
Iconic Images and Art from Games
In the LG Gallery+ offering, there are classics of painting – including “Wheat Field with Cypresses” by Vincent van Gogh and “Bathers at Asnières” by Georges Seurat. There are also more contemporary accents: 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 used for watching films or series, it transforms into a digital frame. Interestingly, music or soft melodies can be added to selected works.
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 commercial director, emphasises:
“We believe that great art should be part of everyday 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, allowing images to be generated 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 might be the lack of a 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 televisions from 2025 in 150 countries.
Older models have not been overlooked – access will be available after updating to webOS 25, planned for the fourth quarter of 2025 and the first quarter of 2026 (for models from 2022, 2023, and 2024).
The competition is heating up
Samsung is no longer alone. Besides LG, other players have also presented their responses to The Frame – Hisense Canvas and TCL Nxtvision. It is evident that the idea of “a television as a digital gallery” is becoming another trend in the premium segment.
