Is this the coolest TV ever made? Here's everything you need to know about the Samsung Serif

Three years of development have gone into making the Samsung Serif TV, but do you think it's a design turn off or turn on?

Samsung Serif TV on a stand next to a wooden stool
(Image credit: TBC)

A new TV designed to appeal to the style savvy has been making waves since its launch in the US this summer. The Samsung Serif has the A-frame legs of a Danish table, a modest overhanging shelf to display accessories on top and a woven fabric back to hide away unsightly wires and ports.

The Serif TV - so called because it resembles an ‘I' in certain fonts when viewed from the side - is the result of a collaboration between the Korean tech company and French designers Ronan & Erwan Bouroullec.

Samsung Serif TV spec range

(Image credit: Samsung)

It is being billed as 'the new television that blurs the lines between furniture and technology', and judging from these lifestyle pictures it looks like the design is perfectly at home within a modern decorating scheme.

Samsung Serif TV in living room with photo frames on narrow shelves against white walls

(Image credit:

'The partnership marks the first time that Samsung has aligned with a designer to not only re-envision how the TV looks but also how it functions,' said a statement on the Samsung website.

'From top to bottom, inside and out, the Bouroullec Brothers re-imagined every aspect, from its minimal yet solid exterior form to its refined user interface and even its simplified remote control.

'The Samsung SERIF TV is just as beautiful to watch as it is to experience, with the best picture quality available in a 40" TV.'

Now on sale in the UK at selected design-led stores like Heal's and Vitra, the TV starts at £500 for a 24 inch Serif mini, then goes up to £699 for a medium and the largest screen size of 40 inches will set you back £1,195.

Samsung Serif TV

(Image credit: Samsung)

Even the colours options feel modern and very 'untechy' with a choice of white, navy blue or dark red and the 40 inch white model has already sold out online. The detachable legs mean you can either stand the set up, hang it on a wall or blend it in to a shelving display with your favourite books and accessories.

Aside from its mid-century style good looks, the Serif has all the technology you'd come to expect from a smart TV including HD resolution, Dolby Digital Sound, Bluetooth compatibility and wifi.

What do you think? A design turn on or turn off?