In search of new meanings: why did Samsung turn the The Frame and The Serif TVs into paintings

Recently, we constantly hear talk about the high speed of changes in the modern world, about a certain

digitalization (translating part of our lives intodigital virtual world) and how our life is changing under the influence of technology. How the new generation appeared and reached maturity (for which the Internet and mobile communications have always existed). It’s not always possible to understand what all these beautiful and smart words are all about, but I’ll try to explain their essence to you with a fresh example - new Samsung designer TVs that completely change the TV’s perception in the house, making it part of the interior and ideologically transforming from a huge black spot into wall in a modern interactive tool, reflecting and emphasizing the interests, preferences, tastes and even the current mood of its owner.

Samsung Designer Televisions: The Frame and The Serif's First Public Appearance

For the first time we learned about this direction of developmentTVs in 2017 at the presentation of Samsung's QLED TV line in Paris. Then only concepts were shown that reflected only the visual component of this idea: it was about rethinking the modern role of the TV and expanding its use cases, making it even more useful in the home. Designers openly experimented, trying to find interesting solutions that can interest buyers and find a response in their hearts. For example, they used the idea of ​​the so-called 360-degree design, which appeared on Samsung TVs in 2016. That is, the TV should look beautiful from any angle, including if it stands in the center of the room and you look at it from behind. It is interesting to observe the development of the idea of ​​the stand - since we are talking about paintings, why not offer an option with a stand like an easel? The concepts had more options for a round stand, but in the end they all refused it (that's why they were concepts).

Samsung The Frame concept: the essence of the idea

And this is how Samsung TVs looked liveFrame series and they practically have not changed externally. The key visual image was the idea of ​​a picture placed on the wall and able to broadcast a static image in free time from the main TV operation. LG uses something similar in a series of design air conditioners, but Samsung went even further, because the TV opens up unlimited possibilities for displaying paintings in contrast to static posters printed on paper. Part of the Samsung The Frame concept was the use of interchangeable frames to better fit the TV into the interior. And, if necessary, replace the frame.


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Samsung The Serif concept: the essence of the idea

If The Frame series televisions are more appropriate onto the wall of the room, the The Serif series was created in order to place the TV on high legs and beat it in the interior. For this, for example, its frame is made wide to play, if necessary, the role of the shelf. But in general, just two years ago, in addition to the visual idea, this concept had nothing (and it was not even planned to be sold in Ukraine), but now the Serif idea has been filled with meaning, correctly packaged and focused on the chosen target audience, without forgetting about the technical capabilities.


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Why all these difficulties? It's just a tv

Difficulties begin when they changeconsumer habits. Ask the 18 year olds what they think about TVs? In most cases, they will answer that they don’t watch TV, implying that they don’t watch traditional linear (on-air) TV channels - this is the scenario that their parents and grandparents have. But does all this mean that 18-year-olds will not use TV in principle? Of course not! A TV is and always will be the best device for watching video in all its manifestations. It has a huge screen and powerful acoustics - all this will never happen on smartphones, tablets, or computers. The only question is how to present the idea of ​​a TV in a new way. And to do this not only for 18-year-olds, because they have not yet entered the stage of respectable buyers (they are still studying, and, as a rule, they do not earn on their own).

Well, then who needs these designer TVs?

A TV that can turn into a picture onThe wall can appeal to everyone who, at a minimum, appreciates and loves art. These are designers, people of any creative professions (artists, musicians, journalists, and so on). Although in fact, if you ask your wife, she also will not give up the TV on the wall, which can turn from a black spot on the wall or informational noise in the form of a film, television channel or series into a seascape, still life or a world painting masterpiece, which is larger Everything suits the current situation and helps to create the right atmosphere: birthday, romantic evening, meeting with parents or parties.

What is the difference between Samsung The Frame TVs

Samsung The Frame Series TVs are Bestthey look on the wall, where they are not just part of the interior, but actively influence its perception. Instead of turning off the screen, they do not spoil the view of the room with a black rectangular blot, and in the "Picture" mode they display one of the 1200 paintings of famous artists and photographers selected from the largest galleries and museums in the world: the Louvre, Prado, the Victoria and Albert Museum. There are paintings from the galleries of Albertina, Tate and the Uffizi. All of them are available in the TV application called “Art Store”.


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And the TVs in The Frame series have sixcolor options for frames that can be changed black, white, walnut and beige, light beige and burgundy. This is how the promo video of the series that is used in Ukraine looks like:

What is the difference between Samsung The Serif TVs

If Samsung The Frame are TVs,turning the interior into paintings, then Samsung The Serif - in itself, the embodiment of modern design. Their appearance was developed with the participation of the brothers Ronan and Ervan Burullek (Ronan & Erwan Bouroullec). Today they are one of the most famous designers in the world specializing in furniture. Samsung The Serif TVs have a metal base, a stylish wide frame that can play the role of a stand or shelf in the interior, and the same 360-degree design that allows you to fit such a TV even in the center of the room. Unlike Samsung The Frame, designed for classic interiors and buyers under the age of 35, The Serif series is more technological, interactive and aimed at active youth (target audience - up to 25 years old), ready for experiments. In these TVs, in addition to the ability to display pictures, there is a special Serif Ambient mode, in which, in addition to classical pictures, the works of contemporary artists and designers can be displayed, as well as interactive ones - watches, family photo galleries, abstract compositions. These TVs also support NFC and easily interact with smartphones, allowing you to broadcast content from them after just touching the TV.


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Here is a Samsung promotional video about this series:

And here is a short video with an emphasis on Ambient mode:

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What is “under the hood” of Samsung The Frame and Samsung The Serif TVs?

Most often, gadgets with a focus on appearancehave not the most advanced technical specifications. But in this case, both of these designer TV series are equipped with the highest level. What you should pay attention to:

  • Screen Technology - QLED (we wrote about the benefits of screen technology onquantum dots, for example, here and here). The fact that Samsung recommends using static images in standby mode indicates that the company is not worried about the effect of panel burnout, which affects all competitors with OLED panels on TVs.
  • CPU Quantum 4K with support for 4K resolution and artificial intelligence technologies that improve sound and video in real time
  • Standard support HDR10 +. Extended dynamic range comes to TVs and is becoming the de facto standard for new films and TV shows
  • Technology smart home using application Smartthings and voice control
  • Support for Apple AirPlay 2 technology, which makes it easy to stream music from Apple devices

In addition, as I said, for TVsThe Frame series will have interchangeable frames available, while Serif TVs have NFC support for simplified data transfer from a smartphone. And interactive Ambient themes in standby mode.

Prices and Diagonals

I don’t know why, but any price announcements causegeeks have a stormy negative reaction, as if everything new should cost, if not cheaper than the old, then at least as much. In practice, this only happens with equipment that uses technology from previous years. This is always clearly visible on smartphones of the middle and lower price segment - each year they offer something that is already in older models, but a little cheaper than before. Each time thus stimulating new demand. In the case of design, this does not work. An unusual and new design in itself is able to attract the attention of buyers and create value for which buyers are willing to pay. Therefore, it is not necessary to expect prices for designer TV models at the bottom of the market. Although there is nothing cosmic (compared to other QLED-TVs) in them, too.

In the Ukrainian market, Samsung The TVs of the Frame series will be sold with diagonals of 43 ″, 49 ″, 55 ″ and 65 ″. With prices from 32,999 hryvnia.

Samsung TVs of the Serif series will be presented with diagonals 43 ″, 49 ″ and 55 ″. Their price starts from 29,999 hryvnia.

In the dry residue

What we see in the example of this new directionTVs? Samsung is opening a new page in the history of these devices, taking the lead and offering consumers new sensations and a new user experience. TV screens are evolving and getting bigger, taking up more and more space in our homes. Therefore, people with a keen aesthetic perception make sense to think about how a huge TV hanging on the wall can turn from an ugly black spot into a part of the interior that is actively involved in creating the necessary atmosphere. And vary depending on the time of year, day, and even the mood of its owner. And if the Samsung The Frame series was created for more conservative buyers with good taste and a love of fine art, then the Samsung The Serif series will appeal more to young and courageous people who are used to living in an ever-changing world where today it is worth trying one thing and tomorrow another. Where there is nothing static, and the world is filled with constantly changing information, coming from all corners of the oversaturated world with information. No one knows how this experiment will end. Perhaps this will completely change our perception of televisions and in 5-7 years they will all receive such opportunities. Or maybe a branch of designer TVs will appear and they will stand out in a separate subclass. Everything is in the hands of buyers. They are in the modern world that determine the development of technology.