It’s not every day that one finds himself at the world’s most famous museum, and even more unlikely to be at this place of art for a tech event. But on this beautiful spring evening in Paris, I’m here for just that, the global launch of Samsung’s new TVs.

It’s by no coincidence that it all takes place here at the Louvre, where there’s art as far as the eyes can see. For Samsung TVs aren’t just about function anymore, and here there’s little talk about the tech side of things.

Conveniently, there’s no talk of pricing either. Instead, it’s all about art.

This is Samsung’s new QLED line, with both the latest and greatest of TV display technology and Louvre-worthy design sense.

Here in Paris, we met the designers who worked on these new TVs, and they tell us these new televisions are neither more tech than art nor vice versa, but an equal balance between the two.

These televisions were designed to easily fit into multiple types of living spaces.

Using a new “invisible optical cable,” you can keep unsightly wires at bay.

And if you’re not keen on more traditional stand or wall mounts, there’s a new easel-like Studio Stand which here at the Louvre makes perfect sense.

Take a look at that sexy back. It’s all metal.

There’s also a new Gravity Stand that lets you swivel the TV up to 40 degrees in either direction.

The stand is available in a range of colors and finishes to match your home decor.

And is all nice and tidy from the back, too.

Can you spot the TV(s) from this wall of art?

Look closer.

Called “The Frame” Samsung’s other new TV (center) is designed to blend in with the rest of your art and look like an oil painting when not in use.

Using Samsung’s new No Gap wall mount, they can hang on the wall like a framed photo. Extra wooden frames come in walnut, oak (pictured here), and white, and can be snapped on magnetically.

Soon, you’ll be able to customize frames with different paint jobs, textures, and fabrics.

Because TVs don’t need to look like TVs anymore.

Even if they have all the “smart” functionality you’d expect in 2017.

Samsung’s The Frame and QLED TV lineup will roll out globally over the next couple of months. Is this the kind of TV you’d want in your home?

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