Samsung has refreshed one of its arty “lifestyle” televisions, adding QLED quantum-dot back-lighting technology to help its Serif television look as good turned on as it does off.
The Korean tech giant first introduced the Serif in 2016 as a 40-inch model. 
The part-television, part-sculpture designed by Parisian brothers Ronan & Erwan Bouroullec has since grown to a 55-inch, 4K set that Samsung said “blurs the lines between furniture and technology”.
“Drawing inspiration from the simple elegance of typography”, the Serif is named for its profile resemblance to a serif letter I, and is designed to “blend seamlessly into the home”.
The inclusion of Samsung’s Ambient mode means the Serif can double as a digital art frame, info panel or clock, but the Serif gets an exclusive “Bouroullec Pallette” to display Fabric and Leaf patterns in five different colours.
Built-in Amazon Alexa and Google Assistant also give the Serif the ability to function as a low level smart home hub.
Content can also be streamed to the Serif through Bluetooth and Airplay 2.
The Serif and its two siblings the Frame and the Sero form Samsung’s lifestyle television range.
At this stage only the Frame is sold in Australia, available in 43-inch (A$1749), 55-inch (A$2699) and 65-inch (A$3799).
After the news yesterday that luxury television brand Loewe would shut down temporarily to restructure after struggling to compete in a television market where Korean companies had pushed average television prices down, Samsung is now evidently looking to establish itself in the market of premium, design-focused sets as well, formerly the domain of European companies like Loewe and Bang & Olufsen.
