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TV that's unconditionally beautiful
A timeless TV that combines iconic design with a brilliant viewing experience.

A timeless design, imagined for your home
All Round 360° Design
Versatile by design, The Serif allows you to make the most of your space. It's a TV that's designed to fit impeccably in your home and to look beautiful from every angle.

Unlike conventional TVs, it doesn't belong next to the wall
Elegant Floor Stand
If you want to really make The Serif stand out, this sleek, black metal floor TV stand adds another layer of contemporary chic to its iconic design. Not only does the stand work with your style, it's flexible enough to work with your home too.

Discover new ways to enjoy all your content
NFC on TV
Just when you thought The Serif couldn't get any smarter, it uses Near Field Communication (NFC), so you can connect your smartphone to the TV via Bluetooth. Then when you want to hear your favourite tunes through The Serif's speakers, you're good to go.

See the world in QLED Technology
Cinematic Colour
Samsung's Quantum Dot technology uses nano-sized quantum dots to produce 100% color volume, so even if the scene is too bright or dark, you'll only see realistic visuals. And HDR10+ analyzes each scene frame by frame to adjust the brightness to each specific moment.

Iconic design
'I' Shaped Design
Imagined by award-winning designers, Ronan and Erwan Bouroullec, The Serif has a striking, yet timeless design. Its signature profile forms the distinctive shape of a capital ‘I', while The Serif's slim body broadens at the top to form a flat surface like a small shelf.

No tools? No problem
It's all very straightforward. Simply place your TV upside down to pop the leg sockets out, and put the stand in place. Prop it back upright, plug it in, and you're good to go.

Plus, some tips to hide the cables
Neatly manage all your cords for a clean look. Just pop off the back cover, pull the power cord through the opening, and run the cable along the groove at the bottom. Being tidy never looked so good.

Add a touch of colour
Two Colour Options
The Serif comes in Cotton Blue or Cloud White. Choose the perfect colour to complete your home.

Exclusive patterns
Specially created for The Serif by Ronan & Erwan Bouroullec, the new Ambient Mode+ features two patterns inspired by the beauty of the natural world around us—a beautiful leaf and a textured fabric.

Turn your blank screen into a design piece
Ambient Mode+
Useful information right before you head out the door in the morning, a range of vibes for parties with friends, calm tunes that play while you read a book, or sharing the pictures you took with your loved one--The Serif gives you a range of choices and settings that transform your TV how you lik

Mirror it all on the big screen
All your devices, connected in seconds and in a simpler way.

AirPlay 2
With AirPlay 2 built-in you can effortlessly play movies, shows, music and photos on The Serif right from your iPhone, iPad or Mac.

SmartThings
Start a movie on your smartphone during your commute and easily switch to your Samsung TV when you get home. Whether Android or iOS,the SmartThing's app makes it easy to connect and enjoy.

TV and mobile content, split on the big screen
Multi View
Discover new ways to multi-task. Watch your favourite TV show whilst commenting on Social Media, all at once on the big screen. You'll never have to choose again. Split your screen and never miss another moment.*

Your new home office
Remote Access
Get office work done on your TV at home. Remote Access lets you mirror your computer's display on the TV screen wirelessly. You can even tap into your office PC to access files or work on documents using Microsoft Office 365—all from the comfort of your couch.

Choose your favourite voice assistant
Multiple Voice Assistants

Bixby
With Bixby built in, you can talk to The Serif and tell it what to do. And controlling the basic functions is just the beginning. Ask Bixby and get more.

Amazon Alexa
Control your TV with your voice. Just ask Alexa to change the channel, search for movies, play your favourite music, show the front door, and more.

Google Assistant*
Easily find and enjoy your favourite photos, quickly access entertainment and ask questions. Dim the lights and control smart home devices. Just press the mic button on your remote to get started.

AI sound perfectly matches whatever you're watching, wherever you're watching it
Active Voice Amplifier (AVA)
Thanks to AI sound, you can listen to everything on The Serif like never before. You'll never miss what your favourite characters are saying – even over the hum of the vacuum – as The Serif adjusts to the background noise in your room.