The open plan living area is a favourite part of our home, and where we spend a lot of time as a family. In keeping with the pared-back but relaxed aesthetic, the space has evolved over the years with several updates in terms of furniture, art, rugs, and an ever-changing shelving display. There has however been an element that I was never happy with — the very outdated TV. In fact, it was such an eyesore that I went to great lengths to hide it when taking photos of the space! In desperate need of an upgrade, we’re now thrilled to have welcomed the new Samsung Serif TV into our home.

Renowned French designers Ronan and Erwan Bouroullec are behind The Serif, which they first created for Samsung in 2015. I knew then that this beautiful design — a freestanding work of art in itself — would be the ideal solution for our home when we upgraded the TV. Now available in New Zealand for the first time with the launch of the updated Serif 2.0, my dream has finally come to fruition, and it was well worth the wait.

The Bouroullecs, who have collaborated with some of the design industry’s biggest names such as Vitra, Hay, Kartell and more, are known for moving above and beyond boundaries in design and adding poetic quality to objects, big or small. The Serif, despite being a television, has a beautiful design language and subtle presence. Featuring a distinctive ‘I’ shape, elegant frame and slim metal stand, it also doubles as a shelf when the legs are removed. I was so happy to do away with our cumbersome TV console unit, and loved the idea of having a versatile, freestanding TV that could be angled to suit the shape of our room, rather than being wall mounted in a permanent spot. As you can tell from the photos I’ve taken, it fits seamlessly with our pared-back interior and looks beautiful from every angle. Even from the back, it has a sleek, minimal appearance due to a woven fabric panel that covers the connectors. I also love that it has a place to hide the cords — they simply run along a line of the leg with a cover that you pop on top — for a clean and tidy finish.


One of my favourite elements of The Serif is the Ambient Mode, which offers a graceful alternative to the black, blank screen. From Relaxation and Mood settings to Artworks, Music and Decor there are so many different options and I love being able to choose content that blends beautifully with our space. There’s also a Special Edition created by Ronan & Erwan Bouroullec, with two exclusive patterns including a textured fabric, and an Info setting so that you can check the date, time and weather.



In terms of technology, The Serif is incredible. The screen quality is QLED (the highest of Samsung standards), it features innovative audio technology, connects easily to mobile phones and devices, and has built-in voice assistants. We’re all embracing these new features and discovering new ones everyday! Available in a trio of sizes, 43″, 49″ and 55″, the 55” is perfect for our space.  

Styling and photography by Michelle Halford – TDC 


This year has made us realise how much we value spending time at home, enjoying the comforts of our living space. A joy to use and watch, The Serif has enhanced the space in so many ways, perfectly integrating with the interior. We couldn’t be happier. 


To find out more about The Serif and all of its features take a look here.


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