Bouroullec Brothers’ The Serif TV for Samsung Blurs the Lines Between Furniture & Technology.

A TV like no other, The Samsung Serif lands in Australia, merging design, form, and picture quality to deliver a stunning viewing experience.

After the success of The Frame, which transforms the typical eyesore black box TV into a framed piece of art, Samsung’s second lifestyle television offering was created in partnership with two of the world’s most high-profile industrial designers Ronan & Erwan Bouroullec.

The Samsung Serif is a first of its kind, bringing fresh new design, functionality, and aesthetic to Australian interiors. The Serif blurs the lines between furniture and technology, designed to ultimately challenge the way we think about our TV.

“The Serif is another take to the world of TVs, it remains that its core competence is a natural adaption to contemporary interiors,” explain Ronan and Erwan Bouroullec. “The Serif like many of our projects has a very natural language. So it will be able to cross time.”

The renowned French design duo Bouroullec Brothers are behind several contemporary iconic design objects. For The Serif TV, the brothers implemented a distinctive ‘I’ shaped profile which forms the basis of a harmonious 360-degree design, meaning the TV looks sleek from any angle. Seamless form allows The Serif to be positioned almost anywhere in the interior when placed on a metal stand, counter, or traditional TV stand. Complementing rather than detracting from décor, The Serif encourages a new perspective in thinking about how televisions can play a role in design.

In addition to its singular design, The Serif utilises Samsung’s QLED technology, offering superior picture quality and delivering over a billion colours with brightness and vibrancy. The inclusion of support for HDR10+ video formats optimises contrast in each scene, ensuring that viewers see the clearest and crispest details possible in various natural and artificial lighting conditions.

The Serif panel includes an update to Samsung’s Ambient Mode function, which transforms the TV when switched off from normal viewing mode. Two exclusive Bouroullec designs, Fabric and Leaf, are available in five different colours including blue/black, white, salmon, olive, and light blue. Users can analyse the colour and pattern of the TV’s surroundings to display complementary imagery and themes.

“Ambient mode is just a way to slightly mute the TV when it needs to disappear. It is just like a little bit of wind in the room”, said the Bouroullecs.

The Samsung Serif is offered in Australia in a white finish and two sizes – 43-inches and 55-inches. The TV is available now from the Samsung website and select Harvey Norman and Good Guys stores. For more information, head to Samsung website.

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[Images courtesy of Samsung.]