Samsung is banking on the idea that simple is the new trend, unveiling their Serif TV. The design, which was created by Ronan and Erwan Bouroullec, inspired the TV’s name—from the side, it looks like a serif font “I” character. But that simple design doesn’t mean that the TV isn’t a performer. It has plenty of functionality.
The new Serif is an update from Samsung’s original release of the Serif back in 2016. “The last year we have been working on a second generation for the Serif TV, originally designed for Samsung four years ago,” say the Bouroullecs. “Technology is a matter of evolution, and this new release was focused on making it more affordable and exploring wider screens.” This new version uses Samsung’s new 4K QLED screen technology, which boasts darker blacks as well as 100 percent color volume and HDR 10+ support. The screen also features Samsung’s Ambient Mode, which turns the TV into a display piece when not in use. Ambient Mode shows images of professional artwork and pattern designs, including Bourollec Pallet designs, or your own photos when the TV isn’t being used for viewing or playing games. The Serif also offers Bluetooth streaming for music from your smartphone or other device. To connect the TV with your phone, you simply need to set it on top of the screen, and NFC will take care of the rest. The Serif also has Bxby integrated and supports AirPlay 2, as well as home assistants like Alexa or Google Assistant.
Samsung also took time to make the TV look good. A cable guide has the power cord running down the leg of the stand instead of hanging out in space. A cover hides away the ports (four HDMI and two USB ports). The Serif sells for $1,599.