The PR objective was to spotlight the Samsung Art Store and The Metropolitan Museum of Art, emphasizing the innovative opportunity to experience the institution's renowned artworks on The Frame TV’s screens. This was especially important considering access to the Museum's art collection had previously been limited by geography. Yet, the digital collection was able to be experienced across the world, directly in the homes of consumers who would otherwise not have access to the Museum’s collections.

The Met planned a VIP press tour of select galleries, followed by a launch event and cocktail party in The Met’s Balcony Lounge. This gathering of over 60 attendees from the art and technology sectors was designed to foster a salon-like atmosphere, further driving visibility and conversation around this unique collaboration.

Additionally, a PR launch would run in parallel with the event.

The creative idea was to craft a one-of-a-kind event that showcased 38 masterpieces from the Met collection on Frame TVs next to their real-life originals inside the museum. This gave guests the opportunity to intimately see the original artwork alongside their life-like depictions on The Frame – blending art and technology in an unprecedented way.

Tour guides led guests through an intimate art and culture immersion, sharing insights about highlights from The Met collection as seen in the art store – spanning various cultures, time periods, and curatorial departments.

The opportunity to cultivate media relations and share stories of the art and corresponding digital activation within the context of the Museum is unparalleled.

The goal was to strike a delicate balance between promoting the Samsung brand and the original works of art with equal reverence. The success of the event hinged on this balance of commercial and creative.

The PR strategy was multi-layered, beginning with an embargoed press tour inside The Met one week ahead of the media announcement. This allowed reporters to experience the artworks in the galleries, and view the digital translations of those beloved images on a Frame TV located in The Met Store.

This preview was attended by NYC-based Tech, Lifestyle, and Art Media journalists, the majority of whom turned the experience into feature coverage. After the embargo lift, PR began wider outreach to hundreds of U.S. reporters (e.g., West Coast Tech Press).

The program wrapped with a special cocktail event at the Met, bringing together all project partners, media, and future collaboration targets for Samsung. This cocktail party finished with a tour of the masterpieces up close, underscoring the shared goals of Samsung Art Store and The Met to make culturally significant artwork more accessible.

From event planning, to branding, to press reach and influence, PR execution delivered an elevated, premium experience of viewing The Met’s original works of art alongside the same artwork in the Samsung Art Store on The Frame TV via multiple events and earned media outreach including:

-Pre-Launch private media tour of The Met to see the pieces in person that would form the collection alongside their digital representations on the Samsung Art Store.

-Wide media outreach to support the arrival of the collection on the Samsung Art Store.

-A private post-launch celebratory cocktail party at The Met, including after-hours tour of the works.

Each layer of execution worked to reinforce the collaboration between the Samsung Art Store and The Met, with on-site events that leveraged the collection and Samsung’s technology.

In a competitive media landscape, the results were hard-won but high-impact. We won 56 total media hits (all by reputable, premium digital publishers), won 8,565,215,600 UVMs, and 152,950,279 impressions.

Publishers such as The Verge covered the collaboration between The Met and the Samsung Art store in depth, clarifying how The Frame TV owners can access the iconic works of art on their hardware, further driving sales and engagement. Additionally, the partnership helped Samsung Art Store reach net-new audiences, with news of the collaboration appearing in shelter and design outlets such as House Beautiful for the first time ever.

Headlines included; “Samsung’s Collab With The Met Will Turn Your Home Into A Museum” - Bustle

“​​Samsung and The Metropolitan Museum of Art Collaborate to Bring World-Class Art Into Homes” - Hypebeast

“Want to Hang a Masterwork on Your Wall? The Met Has Partnered With Samsung to Make That Possible” - USA Art News