Samsung’s popular Frame TV lineup has dominated the market for several years, seamlessly blending high-quality television with artistic aesthetics. Now, other brands are catching up and introducing their own versions of these canvas-like designs. The latest contender is TCL with its newly announced 4K QLED NXTFrame TV, which boasts many features reminiscent of Samsung’s original concept, including a magnetic wooden frame, flush-to-wall mount, “ultra matte” display, and various gallery modes for displaying images.

The TCL NXTFrame TV follows in the footsteps of similar releases such as the Hisense CanvasTV and LG’s Posé and Easel TVs, all aiming to disguise the TV as a piece of art within the home. Even third-party accessories like the Leon Studio Frame for Sony’s Bravia range have jumped on this trend, though comprehensive all-in-one solutions were primarily limited to Samsung’s lineup until now.

Available in four sizes—55-inch ($1,500), 65-inch ($2,000), and 75-inch ($2,500), all currently available in the US, and an 85-inch model coming in September for $4,000—the NXTFrame’s pricing is competitive with Samsung’s Frame TV. The specifications are also comparable, though Samsung’s 55-inch model is slightly cheaper at $1,300.

TCL’s NXTFrame TV, visually near identical to Samsung’s Frame, showcases the brand’s obvious inspiration. TCL is also launching a more expensive NXTFrame Pro series in the same sizes, starting at $2,000, which includes enhanced audio features with a Bang & Olufsen 3.1.2 soundbar and wireless subwoofer system. All versions of the NXTFrame feature a 144hz variable refresh rate and support HDR10, HDR10 Plus, Dolby Atmos Audio, and AMD FreeSync Premium.

The standout features of the NXTFrame are those designed to help consumers display the TV as an art piece. An optional movable floor stand, priced at $699.99 and inspired by Samsung’s Studio Stand, is available. TCL claims the NXTFRAME’s off-white bezels blend into “virtually any home décor.” It also includes a preloaded art library, options to display personal photo galleries, and an AI Art feature for a customized viewing experience.

While TCL includes its magnetic frame for free (unlike Samsung and Hisense, which charge extra), there’s currently only a single light wood option available. Given the market for third-party magnetic frames for Samsung’s Frame TV, it’s likely other brands will release similar canvas-inspired options to establish their own niche in this growing trend for aesthetically focused displays.