A seismic shift in British youth culture is underway, as a major new study indicates the traditional night out clubbing could be facing extinction, replaced by a far more contemplative pastime.
The New Weekend Plans for a Generation
Research commissioned by tech giant Samsung, which surveyed 2,000 Britons, uncovered a dramatic change in leisure preferences. The study found that a staggering 75% of Gen Z respondents would choose a trip to an art gallery over a nightclub at the weekend.
This isn't a fleeting interest. The data solidifies this trend, showing that 85% of the same age group list art as one of their primary passions. The art appreciation movement extends beyond the young, with the wider survey revealing that 62% of all Brits would prefer looking at art to watching sport on television.
Furthermore, over half of the nation (51%) admitted they would rather visit a gallery than go shopping, signalling a significant move away from consumer-driven activities.
Samsung's Art Deal of the Century
The study was launched in a uniquely British fashion. Samsung took its art-focused television, The Frame, to one of London's trendiest car boot sales in Birchmere Park. Amidst the bric-a-brac and vintage treasures, the company showcased what it dubbed the 'art deal of the century'.
The Frame is a state-of-the-art device that functions as a premium QLED or Neo QLED television but transforms into a digital picture frame when not in use. For a price of £849, owners can display a rotating collection of art from the Samsung Art Store, which boasts a library of over 4,000 works.
This service provides access to pieces from world-renowned institutions and emerging artists alike, including masters such as Monet, Van Gogh, and Matisse. The total value of art available to display is an astonishing £4.7 billion.
A Nation of Art Aficionados
The research confirms that the UK is a nation of art lovers. It revealed that 55% of Brits have a favourite painting. The nation's top artworks were identified as Da Vinci's Mona Lisa, Van Gogh's Sunflowers, and Da Vinci's The Last Supper. These are closely followed by Van Gogh's Starry Night and Munch's The Scream.
When it comes to home decor, the desire for art is clear. A significant 64% of people wish they had more money to spend on artwork for their homes, and 40% stated they would choose to spend their cash on art over new clothes and shoes.
Sofia Monteiro from the Samsung Art Store commented on the findings, stating: "We know we're a nation of art lovers, so with The Frame we want to make sure more have access to some of the greatest works of art the world has to offer."
The Frame and the newer Frame Pro model feature glare-free matte displays and Pantone-verified colours to ensure an authentic art viewing experience. The Frame Pro also offers a wireless connection to reduce cable clutter, ensuring the displayed masterpiece remains the focal point.
