Katarzyna Petru
Samsung has been triumphing for several years with its The Frame and the Art Store. Now LG is joining the race for the "television as a digital frame." The Korean brand has announced the launch of LG Gallery+, its own platform with artworks and graphics. The catalog features over 4000 paintings, photos, and graphics that aim to transform the living room into a private gallery.
Iconic Images and Art from Games
The LG Gallery+ features classics of painting, including “Wheat Field with Crows” by Vincent van Gogh and “Bathers at Asnières” by Georges Seurat. There are also more contemporary accents: alongside museum-quality art, graphics inspired by the world of games such as Assassin’s Creed or Rainbow Six can be displayed.
The concept works similarly to The Frame – when the LG TV is not used for watching movies or series, it transforms into a digital frame. Interestingly, chosen works can be accompanied by music or gentle melodies 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 commercial director, emphasizes:
"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 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 more 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 color 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 announced that new works will be added to the Gallery+ library every month. To start, the feature is coming to OLED and LCD TVs from 2025 in 150 countries.
Older models are not being overlooked - access will be available after an update to webOS 25, planned for Q4 2025 and Q1 2026 (for models from 2022, 2023, and 2024).
The 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 concept of "a television as a digital gallery" is becoming another trend in the premium segment.
