Samsung Electronics has announced a new global collaboration between Samsung Art Store and Moomins, introducing an exclusive digital art collection featuring the iconic Moomin characters created by Finnish artist and writer Tove Jansson.

Available on Samsung Art Store immediately, the collection features a curated selection of 60 artworks designed to bring the world of the Moomins and Moominvalley into homes round the globe via Samsung Art TVs.

Known for their distinctive and enduring charm, the Moomins have remained a beloved franchise for generations, with a legacy spanning publishing, animation and design.  In celebration of the collaboration, Samsung KX will transform its King’s Cross flagship store into an immersive Moomin-inspired takeover on 23rd May, inviting guests to step into the playful and artistic world of the beloved characters.

“The world of the Moomins has always reminded people of the importance of optimism, togetherness and finding beauty in everyday moments,” commented Heeyeong Ahn, Vice President of the Visual Display Business at Samsung Electronics. “Through Samsung Art Store, we’re excited to bring that feeling into the home through a collection that is as immersive as it is inspiring.”

The collection features a curated selection of original Moomin artwork spanning decades of storytelling and illustration. From Jansson’s iconic black and white illustrations from the original novels in the 1940s to watercolour artwork from beloved picture books and cover illustrations, the collection celebrates the rich artistic legacy of the Moomins. The collection also includes more recent interpretations of the Moomin world, serving to bring classic and contemporary works together in one experience.

“At the heart of the Moomin stories is a sense of kindness, curiosity, and emotional honesty that has resonated across generations around the world. In a fast-paced, hyper-optimised world, Moomin offers an alternative way of living for people hungry for meaning,” added James Zambra, Creative Director at Moomin Characters Oy Ltd. “Tove Jansson developed a fascinating visual language of considerable sophistication. We’re excited to partner with Samsung Art Store to introduce this enchanting world of the Moomins in a format that feels contemporary and naturally part of the home.”

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