TCL A400 Series turns Filipino art into a living display at Intramuros launch

TCL Philippines has unveiled the TCL A400 Series during its “Heritage in Every Frame” event held at the Centro de Turismo in Intramuros, Manila. Instead of a conventional product launch, the company introduced its latest televisions by showcasing digitally animated masterpieces of National Artist Fernando Amorsolo, highlighting how the new lineup combines entertainment, home décor, and Filipino culture.

Why it Matters: As televisions continue to evolve beyond content consumption, brands are finding new ways to integrate them into everyday living spaces. The TCL A400 Series reflects this shift by offering a display that functions as both a smart TV and a digital art canvas, giving homeowners another way to personalize their spaces while celebrating local heritage.

The Details: The launch coincided with the Philippines’ 128th Independence Day celebration, making Filipino art the centerpiece of the event. Visitors experienced animated versions of Amorsolo’s iconic paintings, including Dalagang Bukid, Noonday Meal, Carabao Riding in Sunset, Fruit Market, The Blind Man, Tinikling, and Bataan, all displayed on the TCL A400M and TCL A400 Pro.

Rather than simply presenting still images, the paintings were subtly animated to create the impression of living artwork while preserving Amorsolo’s signature use of light, color, and texture.

TCL Philippines CEO Peter Chen said the company envisions televisions becoming more than entertainment devices.

“The TCL A400 Series represents our vision of what home entertainment can become, not simply a device for viewing content, but a centerpiece that enhances the living space even when not in use,” he said.

The animations were created by digital artist Mark Cañega, who explained that the project focused on faithfully preserving the original paintings while introducing movement that enhances the viewing experience. Instead of dramatic visual effects, the animations were designed to resemble a moving canvas that retains the warmth and character of Amorsolo’s work.

The event also featured a discussion with actress Heaven Peralejo, content creator Jenny Yeo, and Miss Universe Philippines 2024 Chelsea Manalo, who shared their impressions of the new televisions.

Peralejo said she initially thought she was looking at actual paintings because of the display quality. Jenny Yeo highlighted the television’s Art Gallery mode, noting that it transforms the TV into decorative artwork when not in use. Chelsea Manalo added that the display bridges modern technology with Filipino culture by making the television feel more like a framed artwork than a conventional screen.

The Bigger Picture: Lifestyle televisions have become an increasingly competitive category as manufacturers look beyond traditional specifications such as resolution and refresh rate. Features like customizable artwork, ambient displays, and minimalist designs are becoming more common as TVs take on a larger role in home interiors.

With the TCL A400 Series, the company is positioning its latest lineup within this growing segment by combining premium display technology with art-focused experiences.

For Filipinos: The launch also emphasized cultural preservation. By using works from one of the country’s most celebrated National Artists, TCL demonstrated how technology can introduce Filipino heritage to younger audiences through modern digital displays.

The initiative extended beyond the product launch itself. TCL donated televisions and air conditioning units to the Centro de Turismo Intramuros, the Intramuros Information Center, the iMAKE History Fortress LEGO Education Center, and the Fr. Luis G. Merino, O.S.A. Library to support their daily operations.

Intramuros Administration Administrator Atty. Joan Padilla said partnerships like these help connect Filipinos with their cultural roots through modern technology while giving new generations fresh ways to appreciate the country’s artistic heritage.

What’s Next: The TCL A400 Series is expected to become part of the company’s premium television portfolio in the Philippines, targeting consumers looking for a television that serves both as an entertainment hub and as part of their home’s interior design.

Bottom Line: TCL’s launch of the TCL A400 Series focused on more than introducing another smart TV. By combining digital art, premium display technology, and Filipino heritage in a single showcase, the company demonstrated how modern televisions can become both entertainment devices and decorative centerpieces while celebrating local culture.