Samsung to Showcase ‘Frame’ and ‘Serif’ Lifestyle TVs in Las Vegas


Samsung claims that Serif TV, given its focus on interior decor, was sold exclusively in furniture shops and department stores

Samsung Electronics announced that its new 2019 lifestyle TVs, ‘The Frame’ and ‘The Serif TV’, will be on display at CES 2019, in Las Vegas.

Jongsuk Choo, executive VP of visual display business at Samsung Electronics, said, “The traditional TV was only focused on technical features, such as picture quality and performance, but now TVs are also a lifestyle platform that blends in consumers’ daily life. This year’s models of The Frame and SERIF TV are enhanced lifestyle TVs that deliver a TV experience like nothing before.”

2019 Samsung ‘Frame’ TV

When it is not being used to enjoy TV or movie content, The Frame’s Art Mode displays digital pieces of artwork, including paintings and pictures. Samsung is claiming that Frame TV’s luminescence sensor adjusts colors on-screen to fit the ambient brightness of the room, delivering the optimal settings to display artwork on screen.

This year’s model of The Frame also features the pristine picture quality of QLED, which offers deeper contrasts, deeper and darker blacks and 100 per cent color volume. With these enhancements, users can both enjoy content in the most premium quality and appreciate artwork when the TV is turned off.

Samsung announced that Frame’s ‘Art Store 1’ is building its partnerships with world’s most prestigious galleries and museums by providing access to over 1,000 pieces of art. In the Art Store, masterpieces from the Uffizi Galleries in Italy, the Van Gogh Museum in The Netherlands, Te Papa in New Zealand have recently been added. Samsung said that it will continue to expand its partnership with museums in the future to strengthen the art distribution ecosystem.

The Frame also features Bixby, Samsung’s AI-powered voice control platform. Users can control the TV and access streaming platforms through simple voice commands giving users an enhanced content experience.

Samsung ‘Serif’ TV

Samsung says that ‘Serif’ TV was developed as an aesthetic-focused TV in collaboration with Paris-based design brothers Ronan & Erwan Bouroullec, two of the world’s most famous industrial designers that specialize in furniture. The Serif TV, as per Samsung, has won 2016 iF Design Award, the 2016 Wallpaper Design Award in the UK and the 2016 Good Design Award in Japan.

The 2019 Serif TV also comes powered by QLED technology to deliver improved picture quality. In the past, The Serif TV, as claimed by Samsung, was sold almost exclusively in furniture shops and department stores given its focus on interior decor, but it will be available for purchase in consumer electronics retailers in 2019, as well, to reach a wider base of consumers.