Samsung's gorgeous new TV doubles as artwork.

Samsung wants to make your TV feel less like technology.

At least, that’s the idea behind the Frame TV: a swanky, minimalist television set that’s designed to look like a large picture frame.

The Yves Behar-designed TV was first showcased earlier this year as a sort of concept device, but now Samsung is rolling it out as a full-on consumer product. The company announced on Friday that the Frame will be available to purchase on Samsung’s site starting June 18.

As you might expect, it’s not cheap: A 55-inch model will go for $1,999, while a 65-inch model will cost $2,799. A handful of different color snap-on bezels will cost $200 for the smaller model, and $250 for the larger one.

For that cash, though, you get a TV that’s a bit more striking than the usual black boxes sitting in most living rooms.

The Frame TV comes with black wooden bezels by default, but if you buy another pair, they snap on very easily. Three additional finishes are available: light brown (seen above), dark brown, and white.

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