Samsung is Innovation Partner with Christie’s as art world convenes in London during Frieze Week

Samsung Newsroom, October 13, 2022

For one day only on 11 October visitors to Christie’s London headquarters could view NFT ‘AB Infinite 1’ by Andrea Bonaceto displayed on Samsung’s The Wall

The interactive NFT will be offered in the Christie’s 20th/21st Century Evening Sale on 13th October, during Frieze Week

For further information on the innovation partnership, you can visit the dedicated landing page here:


LONDON, UK – 13 October 2022 – Samsung Electronics Co., Ltd.  has collaborated with Christie’s – a world-leading art and luxury business renowned and trusted for its expert live and online auctions – as innovation partner.


Central to the collaboration is contemporary Italian artist Andrea Bonaceto’s interactive NFT artwork titled AB Infinite 1, brought to life at Christie’s through The Wall, Samsung’s luxury and bespoke multimedia display, via a site-specific installation which enabled the artwork to be a focal moment at the highly anticipated Contemporary Art Party, in association with ELLE, at its King Street London headquarters during Frieze Week.


Bonaceto’s interactive NFT, designed on the blockchain Algorand, invites the public to alter the digital artwork through a specially designed AI, a user-friendly mechanism that collects reactions to the work through social media and turns them into visual responses within the work.


AB Infinite 1 was also on view in London on Samsung’s The Frame from 6 to 13 October, ahead of the 20th/21st Century: London Evening Sale at Christie’s.


Damon Crowhurst, Head of Display at Samsung Electronics Co., Ltd. said: “Samsung’s innovation partnership with Christie’s is a symbol of our commitment to driving evolution through technology in the art sector. Our display solutions are perfectly placed to bring to life the vivid and breath-taking artworks such as AB Infinite 1, to elevate the viewing experience for all. As an official partner of the event, using our display technology such as The Wall, it is an exciting moment to be at the heart of an ever changing and evolving digital art world’


To find out further information, readers can visit the dedicated Samsung x Christie’s landing page here: