There are some interesting ideas for TV design out there, no doubt LG’s Wallpaper, their yet to be released Roll-Up TV and Samsung’s own Frame TV has taken the idea of the boring black box to a new level.

Today, Samsung announced their Serif TV will hit Australia in both 43 and 55 inch models.

What’s unique about this? The shape. Side on, the Serif is an I shape – so it has a wide footprint and a wide top shelf. It really does look quite beautiful.

I first saw one last year at Samsung’s HQ in Korea where it was sitting on a table on its own. I’ve since seen it on a purpose-built stand and it looks even better that way.

The Stand comes with the Serif TV – it is not an optional extra.

Given it comes in a maximum size of 55 inches, I think this is ideal for a smaller home, or unit, where this TV would become the focus of the room.

That top “shelf” can even act as a mantle with photo frames on top to really bring the TV into the room.

The Serif TV was designed with two of the world’s top industrial designers, Ronan and Erwan Bouroullec.

Hass Mahdi from Samsung Australia says “Serif TV is a completely new way for Australians to think about how televisions can play a role in the décor of the home as it combines brilliance in industrial design, the latest in Samsung QLED panel technology, and a format that delivers a harmonious integration with its surrounds,”

“The Serif extends Samsung’s evolving lifestyle TV range and builds on the success of The Frame, as well as our wider QLED 4K and 8K TV ranges.”

TV-wise it’s QLED and has HDR10+ on board, plus Samsung’s other standout features like their Smart TV interface and Ambient mode so it can showcase content even when you’re not watching TV.

In Australia, the Serif will only come in White and in the two sizes (43 and 55 inch) – overseas there is a range of colours, so we’d expect if successful for the range to expand in the year ahead.

You’ll find it at Harvey Norman and The Good Guys – $1,599 for 43 inches and $2,399 for the 55 incher.