In many ways, TVs are more than just appliances — they’ve become works of art in and of themselves. The design, the style and the overall feeling that you get when watching a brand new HDTV set are now just as important as the film and television content you’re actually enjoying and manufacturers around the world have leaned into this fact in a big way. Such is the case with Samsung’s The Frame TV — a unit built on the stable foundation of a premium design that is poised to change the way we think about the medium all over again.

The Frame TV was designed from the top down with an artistic approach — it’s meant to become the visual centerpiece of any environment you put it on. It looks like a picture frame hanging on a wall, to the point where it comes with a brand new “Art Mode” that lets users display custom-designed digital art pieces when it isn’t in use. “Art Mode” features more than 100 different visuals in 10 different categories, offering something for everyone. It also happens to be a striking television set in the literal sense, too — with Samsung’s new Invisible Connection technology and a bold new “No Gap” wall mount, users can put it virtually anywhere and allow it to blend in with the decor in any room.