You’ll be seeing stars: the new Samsung Serif TV
Product presentation

You’ll be seeing stars: the new Samsung Serif TV

Luca Fontana
Zurich, on 09.05.2019
Translation: Patrik Stainbrook
Well it’s certainly time for a change. This is Samsung’s new Serif TV. Its namesake is the shape of the letter «I» in the Serif font. You can even get a cute bird for free if you buy it before 16/6.

A timeless expression of powerful simplicity? This is the Serif TV, conceptualised for Samsung by French designer brothers Ronan and Erwan Bouroullec. They both sat down and created something truly innovative: a television shaped like the «I» in the Serif font. At least from the side it is. Pretty simple. Pretty basic.

QE55LS01RA Serif 2.0 (55", 4K, QLED, 2019)
Samsung QE55LS01RA Serif 2.0 (55", 4K, QLED, 2019)

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From a design standpoint, the TV feels much more personal than some trivial boring black rectangle. A brave change in form that definitely packs a punch.

But here’s the kicker: If you buy this TV before 16/6, we’ll gift you a wooden bird: L’Oiseau by Vitra. The bird is also the brainchild of the Bouroullec brothers. Simply by the Serif TV and register it on Samsung’s homepage.

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Then you can place it on the Serif TV itself – just watch out, as many visitors might be distracted by the bird’s sleek beauty to appreciate the television itself. That’s just how great it is.
## The Serif, version 2.0

The Serif’s design isn’t exactly brand new. It’s already been around since 2015. That version was also designed by the Bouroullec brothers.

In this video, they describe the benefits of a «Serif I» shape in their charming French accents. For example, its thick frame allows it to easily accommodate vases (a very good idea) or books. Or the wooden bird itself, inspired by the shape of a submarine.

Speaking of which: for twenty years, TVs have been trying to bet thinner and thinner. Which has just led to them all looking the same. This is exactly what bothered the Bouroullec brothers. «There was no more language,» Erwan Bouroullec says in the video above. Then he strongly states: «A black flat screen is a black flat screen.» When he’s right, he’s right.

Erwan Bouroullec: «A black flat screen is a black fat screen.»
Erwan Bouroullec: «A black flat screen is a black fat screen.»

That’s why they made the Serif thicker – «to make an object that sits properly and naturally in the world we live in,» as Erwan says. If the brothers continue down this path, tube television could come back into fashion. And I’d definitely watch them take on that challenge.

Up until then, the Serif TV comes shipped with a characteristic studio stand. This is pretty useful on its own: you can freely place the UHD TV wherever you want. A real plus if you don’t feel like installing it on top of other furniture. You can easily screw on the feet, applying a timeless aspect to this designer furniture. The perfect cherry on top.

A studio stand for free positioning around the room: Wow!
A studio stand for free positioning around the room: Wow!

Technically, the Serif is cutting edge. The classic Samsung QLED display, 100% colour definition and HDR support. But that’s not what you’re here for. The wonderful wooden bird will do a lot to add to the Serif’s look.

Then there’s also NFC integration. You can place your smartphone on the Serif connect it to the TV using NFC and stream music through the box. Sadly, just music. And just with Android smartphones or tablets at that. But Samsung has created a guide using pictograms, which really illustrates the Serif’s beauty.


Very nice. ## My verdict: dotting your I

In the end it doesn’t matter where and in what way the Serif is positioned or which open-connect boxes it’s linked to: it gently resonates with its surroundings, its elegant surface adding a decorative designer object to your interior. This TV is more than it seems, brilliant as it does:

it’s an unparalleled design experience.

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Luca Fontana
Luca Fontana
Editor, Zurich
I'm an outdoorsy guy and enjoy sports that push me to the limit – now that’s what I call comfort zone! But I'm also about curling up in an armchair with books about ugly intrigue and sinister kingkillers. Being an avid cinema-goer, I’ve been known to rave about film scores for hours on end. I’ve always wanted to say: «I am Groot.»

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