The Serif lands in Australia

October 18, 2019
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Merging design, form, and picture quality to deliver a stunning experience


Samsung Electronics Australia has today expanded its lifestyle television offering with the launch of the Serif TV, a new category of Samsung TV that delivers a completely new format in design, functionality, and aesthetic for Australian homes.


Designed to create a focal point in the décor of the home, the Serif TV was developed through a collaboration with two of the world’s most esteemed industrial designers, Ronan and Erwan Bouroullec. The Paris-based Bouroullec brothers specialise in creating furniture through their approach to industrial design.


The iconic “I” shape profile of the Serif beautifully integrates into your personal style and interior décor. And, with its seamless and harmonious design you now have the freedom to place your TV anywhere in a living space either using the metal stand (included with the product) or placed on a counter or traditional TV stand.


“Serif TV is a completely new way for Australians to think about how televisions can play a role in the décor of the home as it combines brilliance in industrial design, the latest in Samsung QLED panel technology, and a format that delivers a harmonious integration with its surrounds,” said Hass Mahdi, Director for Audio Visual, Samsung Electronics Australia. “The Serif extends Samsung’s evolving lifestyle TV range and builds on the success of The Frame, as well as our wider QLED 4K and 8K TV ranges.” 


QLED Picture Quality

In addition to its harmonious design, the Serif harnesses Samsung’s advanced QLED technology to offer stunning picture quality, delivering remarkable colour with incredible brightness and vibrancy. The inclusion of support for HDR10+ video formats optimises the contrast of each scene, ensuring the viewer can see the clearest and crispest details in a range of natural and artificial lighting conditions. 



Ambient Mode

The Serif panel also offers an update to Samsung’s iconic Ambient Mode function which transforms the TV panel when switched off from normal viewing mode.* Ambient Mode on the Serif offers two exclusive Bouroullec created designs (Fabric and Leaf) which are available in five different colours (blue/black, white, salmon, olive, and light blue).

With Serif TV’s latest Ambient Mode features, customers can analyse the colour and pattern of its surroundings to display complementary imagery and themes. Customers can also choose to display a range of images from six categories or simply show the time or the latest weather updates.

*Ambient Mode performance may vary depending on where the TV is installed including wall designs, patterns or colours.



Samsung Smart TV

While offering the benefits and user functionality that is synonymous with Samsung’s Smart TV Hub, Serif TV introduces the use of Near Field Communication (NFC) which enables users to play music from their compatible smartphone by placing their device on the TV.* By simply resting their compatible Android smartphone on the right of the Serif’s top panel to connect, users can begin streaming their favourite tunes to the Serif’s powerful 40W 4ch speakers.

Offering Bixby, Google Assistant, Amazon Alexa, and Apple Airplay 2 functionality, the Serif also enables Australians to control their SmartThings-enabled devices directly from its screen, which acts as a control centre to manage smart appliances and security functions in the home.**

The Samsung Serif comes in an immaculate white finish and two sizes – 55-inches and 43-inches.

*This feature works with all Android devices that support Near Field Communication (NFC) wireless information sharing. Connects using Bluetooth v5.0.

**SmartThings is compatible with selected devices. Please see



Pricing and availability

The Samsung Serif is available today from the Samsung website and select Harvey Norman and Good Guys locations for the following recommended retail prices.

  • Samsung Serif 55-inches – $2,399
  • Samsung Serif 43-inches – $1,599

Discover more about the Samsung Serif here:


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