[Interview] Getting To Know Those Responsible for The Freestyle, a Device Captivating Younger Users Around the World
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By Samsung Newsroom
Samsung Electronics today announced that eight product series1 in its 2024 Neo QLED 4K and 8K, OLED, and The Frame lineups have received the “Product Carbon Reduction” certification from TÜV Rheinland, the international independent third-party testing, inspection, and certification organization. The certification demonstrates the carbon footprint reduction ratio of these products compared to the previous year’s model, serving as a testament to the company’s efforts to reduce carbon emissions year-over-year.
“As the world’s leading TV manufacturer, it is our responsibility to create products that both redefine TV capabilities while advancing sustainability efforts,” said Yongjae Kim, Executive Vice President of the Visual Display Business at Samsung Electronics.
“Congratulations to Samsung Electronics. The issuance of Product Carbon Reduction certification demonstrates Samsung’s commitment to environmental sustainability and its actual implementation efforts to reduce carbon emissions and combat climate change,” said Frank Holzmann, Global Vice President of TÜV Rheinland Business Field Electrical, “This recognition will undoubtedly enhance the brand’s reputation and customer trust, further solidifying its position as a leading player in the global electronics market.”
TÜV Rheinland evaluated greenhouse gas emissions for Samsung’s TV products throughout their life cycle- “from Cradle to Grave” — ranging from manufacturing, transportation, use to disposal, in accordance with the internationally recognized standards such as ISO 14067 and ISO 14064-4 as well as TÜV Rheinland’s self-developed standard 2 PfG Q2880/09.23. It verifies and certifies that all of eight TV product series meet the carbon reduction standard requirement set by TÜV Rheinland. The newly certified products include two Neo QLED 8K series, three Neo QLED 4K series, two OLED series and one series of The Frame.
In addition to product certification, Samsung’s Visual Display Business obtained the display and consumer electronics industry’s first “Product Carbon Footprint Calculation Method” certification from TÜV Rheinland. This certification measures and manages greenhouse gas emissions throughout the complete life cycle of a product, collecting and analyzing data in accordance with management regulations and stipulated execution manuals to calculate greenhouse gas emissions and ensure transparent and reproducible results.
As Samsung continues its work to reduce the environmental impact of its products, it aims to achieve TÜV Rheinland’s “Product Carbon Footprint” and “Product Carbon Reduction” certifications for over 60 models in 2024, including newly introduced soundbars. With these eight product series’ carbon reduction result and analysis report, Samsung has more confidence and clear direction in the development and design of the next generation decarbonized TV product.
This recognition builds on previous acknowledgements of Samsung’s sustainability efforts. It obtained its first “Reducing CO2” certification from the Carbon Trust in 2021 for Neo QLED 4K and higher resolution TVs. In 2022, 11 TV models and five monitor and signage products achieved the “Reducing CO2” certification, and most recently, 24 models across Samsung’s 2023 lineup were certified by the Carbon Trust and TÜV Rheinland.
For more information on Samsung’s 2024 TV lineup, please visit www.samsung.com.
1 Neo QLED 8K (QN900D, QN800D), Neo QLED 4K (QN95D, QN90D, QN85DA), OLED (S95D, S90D), and The Frame (LS03D)
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By Samsung Newsroom
Samsung Electronics has been shaping the history of television through the development of its technological innovations, from FHD and 4K through to 8K, thanks to its far-sighted strategic vision and an endless passion to bring new technologies to the market.
In order to learn more about the achievements made so far in the field of TV technological innovation, as well as the future of display technologies in the age of UHD screens, Samsung Newsroom sat down with TV experts.
▲ (From left) Sangmin Lee, Head of the Picture Quality Solution Lab, Hyunchul Song from the Product Development Group and Youngseok Han from H/W Platform Lab of Samsung’s Visual Display Business
Pioneering the Future of TV Through Endless Innovation
These days, picture quality has become one of the most crucial factors consumers consider when choosing a TV. In 1977, Samsung succeeded in the development and mass production of a color TV, the Color Economy TV, for the first time in Korea, ushering in the era of color television for the country. Samsung earned the title of the first color TV manufacturer in Korea thanks to its steadfast dedication to innovation, and the company was never complacent about the colossal success of its black and white TV model, the Econo TV, which took the lion’s share within the monthly TV market at the time.
▲ Samsung’s first LED TV, launched in 2009, wowed the world as a breakthrough in TV technology.
Next to be developed was the LCD TV, and, in 2009, Samsung unveiled its breakthrough model — the Samsung LED TV. The LED TV was the culmination of all the innovative technologies available at the time, allowing for unrivalled picture quality brought about by light-emitting diodes. All components of Samsung’s LED TV were designed anew, and the number of patents acquired for this model exceeded 3,000.
▲ Samsung’s QLED TV made its global debut at CES in 2017.
In 2017, Samsung then went on to introduce the world’s first QLED TV based on cadmium-free quantum dot technology at the Consumer Electronics Show (CES). The company’s innovative TV was at the center of attention that year, boasting superb picture quality and 100% color volume.
A year later, the company brought to the market a QLED 8K model that incorporated 8K resolution into Samsung’s proprietary quantum dot technology. It featured Direct Full Array, a backlight technology able to precisely control the lighting balance across every part of the picture on-screen, as well as 8K AI Upscaling, an upscaling technology designed to intelligently upgrade lower-quality videos into vivid 8K resolution, for the first time in the industry. Samsung’s innovative QLED 8K technologies are what launched the era of 8K.
“In 2020, Samsung unveiled the world’s first bezel-less TV that completely removed the bezels from around the display,“ said Hyunchul Song from the Product Development Group. “A year later, we further solidified our position as an industry leader by introducing our Neo QLED technology based on Quantum Mini LED displays. From FHD through to 8K, we have undertaken ceaseless efforts to develop innovative products that offer differentiated experiences based on consumer needs.”
Striving for Superior Picture Quality Through In-Depth Research Into Human Behavior
Samsung continues to strive to offer the best possible viewer experiences by delivering leading picture quality. However, what does “good picture quality” mean to someone who works on its development?
“Picture quality is considered good when it delivers a sense of reality to the viewer that feels as if you are witnessing the images on-screen first-hand,” explained Youngseok Han, a developer from the H/W Lab. “To ensure good picture quality, display performance indicators such as high resolution, high luminance and excellent color expression are essential. What also matters is how well-balanced the other cutting-edge technologies of the display are, including the chip design, the picture quality algorithms and the sound.”
Han went on to provide further insight into the importance of balance to the corresponding picture quality. “The factors that impact picture quality the most are how well you organize the various relevant technologies. These include those designed to reduce distortion and any image transmission noise, those that reproduce colors precisely and richly and create sharp contrast for more vivid, clear images and those motion technologies that ensure the movement of objects on-screen appears smooth and fluid.”
It would be impossible to develop good picture quality with just one singular technology, no matter how great that technology is. This is why Samsung is committed to developing innovative technologies through all kinds of different approaches without resting on their laurels as a leader in the industry. Recently introduced on the 2023 Neo QLED TV, Real Depth Enhancer is one of the new features that has been developed to the end of further improving picture quality.
When human eyes are focused on an object, attention is directed onto the object by optimizing sharpness, clarity and texture, all while also maintaining the background scene. Samsung’s Real Depth Enhancer technology was developed based on an understanding of this human behavior, and harnesses AI to automatically separate an object from its background to create a greater sense of depth and make the images truly pop.
Furthermore, Neo Quantum Matrix Pro technology improves the playback of fine details through precise control of the quantum mini LEDs across a total of 13,684 levels. This meticulous adjustment further adds dimension and a sense of reality to the images on-screen.
“Our Real Depth Enhancer technology is the result of an optimization of all the relevant technologies in a way that takes human psychology into account, instead of focusing only on improving resolution,” noted Han.
From 8K Games to Artworks on Samsung TVs in the Age of 8K Technology
These days, users are being bombarded by new content. Tens of thousands of new pieces of media and content are being published every day across all manner of platforms — but does the same apply for those contents being made in 8K?
“Following the recent growth of 8K devices including smartphones, anyone is able to create 8K content and view it in ultra-high resolution,” said Sangmin Lee, Head of the Picture Quality Solution Lab. “High-performance graphics cards also now make it possible for users to play 8K games, meaning that we are already living in the age of 8K UHD.”
Song further detailed the growth of 8K content in today’s viewing market. “There is a growing amount of 8K content available on social media channels, and artists are creating digital artworks in 8K,” he explained. “We added in ‘YouTube Videos in 8K’ feature to the 2023 Neo QLED TV to allow users to peruse the 8K content available on YouTube and explore digital artworks, such as an image in NFT1 form, at a single glance.”
Samsung is also taking the lead in expanding the 8K content ecosystem by being at the helm of the 8K Association, a global non-profit organization established in 2019 with the aim of establishing 8K standards and expanding 8K content. As of February 2023, the association has 33 members, including Samsung, TV panel producers, SoC chip makers and leading content creators. Last year, Samsung released a teaser for The Lord of the Rings: The Rings of Power series in 8K developed in collaboration with Amazon Prime Video, another member of the 8K Association.
Developing Optimal Picture Quality That Takes Viewing Experiences to the Next Level
In order to learn more about the next steps for industry leader Samsung in terms of picture quality in the age of 8K technology, Samsung Newsroom asked the three TV professionals what their goals are.
“As a developer, I feel the most accomplished when I hear the feedback that viewers think the images on-screen seem real to them,” said Han. “My goal is to further improve our algorithms by optimizing a range of components in order to deliver picture quality that is ‘more real than real’ to viewers.”
For Song, creating technologies that bring real value to users is of the utmost importance. “While the development department works to create the best picture quality through technological innovation, I am more involved in optimizing products to bring high-quality experiences to as many viewers as possible,” said Song. “I will continue to deliberate on what other kinds of user value we can bring to our viewers.”
Finally, from Lee’s perspective, the goal is and always has been to provide users with experiences that go beyond simply watching content. “The most important value that a display can provide is to present images that seem more real than reality itself,” explained Lee. “Through the best picture quality algorithms and leading sound performance, the optimal picture quality that is delivered then allows users to enjoy their favorite content without having to worry about adjusting the settings. Our ultimate goal is to offer superb picture quality that enables users to thoroughly enjoy their viewing experiences that go beyond simply watching content.”
Stay tuned to Samsung Newsroom for the second and final part in this series highlighting the role of the 8K TV and the innovative technologies Samsung has been developing to provide the best possible viewing experiences to its users.
1 SAVAGE is a high quality NFT marketplace featuring 4K/8K video and photography. With over 50 titles at launch in March 2023, SAVAGE will expand throughout the year with more than 250 new pieces from top creators and brands.
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By Samsung Newsroom
We live in a fast-changing world that requires us to be constantly innovating and adapting. In line with this trend, Samsung Electronics’ latest products and technologies propose exciting new directions for various aspects of daily life.
CES 2022 offers visitors and online viewers an opportunity to see for themselves how Samsung has been innovating for the future. From displays and home appliances, to products and services that raise the bar for innovation, the company’s showcase at the world’s largest technology show offers a peek at what our daily lives will look like very soon.
Samsung’s CES 2022 booth is full of eye-catching innovations. But which products and technologies will viewers and visitors absolutely not want to miss? To answer that question, Samsung Newsroom went straight to the source, asking the experts behind the innovations which ones they think deserve a closer look.
In part one of this two-part series, Telly Lee, Vice President of Samsung’s Home Appliances Division and Jungrae Kim of Samsung Electronics’ Visual Display Business will explain how Samsung designed its latest home appliances and portable screen to cater to consumers’ evolving lifestyles.
The Bespoke Kitchen: Home Appliances That Evolve in Line With Users’ Changing Lives
▲ Telly Lee, Vice President of Samsung’s Home Appliances Division and Head of the Kitchen Product Planning Group, with Samsung’s Bespoke French Door refrigerators
Q: What can you tell us about the home appliance products and technologies that are being showcased at CES 2022?
We are going to focus on introducing the Bespoke kitchen, in which refrigerators and colors are unified to great effect. The Bespoke kitchen begins with our flagship Bespoke refrigerators. We’ve expanded the Bespoke range to FDR (French Door refrigerators) in the U.S. market in 4-door and 3-door models. This represents a significant expansion of our lineup following the release of Bespoke refrigerators in 4-Door Flex, Bottom Mount Freezer and 1-Door Column types in 2021.
One unique point of innovation for Samsung’s Bespoke refrigerator is the Beverage Center. Featuring a water dispenser hidden inside the door, the Beverage Center offers a convenient, hygienic solution that enables the fridge to feature a smooth exterior. Along with the new Bespoke refrigerators, we’re also showcasing other vibrant and colorful products that are part of the Bespoke kitchen like oven ranges and dishwashers.
These days, we’re seeing more customers in the U.S. choose modern designs for their kitchens. With Bespoke, we want to show that it’s possible to decorate your kitchen based on your individual tastes with a palette that includes colors that blend in with your interior, as well as accent colors.
At CES, we are also showcasing SmartThings Cooking, a service that introduces connected experiences to the kitchen. With this service, users can receive recipe recommendations and information to help them save time on both prep and cooking. SmartThings Cooking recommends recipes that fit your tastes and dietary restrictions, then builds meal plans to match. As you’re cooking, it also sends recipe instructions directly to synced Samsung cooking devices.
Q: What are some unique or attractive aspects of the new Bespoke offerings that you don’t want visitors at CES to miss?
First, I’d like to underline the expansion of the Bespoke range, which gives consumers who want their refrigerator to reflect their preferences in terms of color and materials even more options to choose from. Since launching Bespoke in the U.S. in 2021, we’ve seen continuous demand for this type of customization. Delivering on this is one of the reasons we added the French Door refrigerator to our 2022 Bespoke refrigerator lineup. The panels come in twelve colors, which means that there are over 20,000 possible color combinations for a four-door refrigerator alone. I am confident that no other refrigerator offers customers this much choice.
Another can’t-miss aspect is the features. The Beverage Center, for instance includes a 1.4-liter AutoFill water pitcher, as well as a Dual Auto Ice Maker that holds up to 4.1kg of ice. What’s more, the FlexZone offers five different temperature modes to keep ingredients like meat, seafood, fruits and vegetables at optimal temperatures. These unique features help bring greater convenience to users’ daily lives.
Users also get to experience an even smarter kitchen with Family Hub, which is included in the latest Bespoke refrigerator lineup. By using the large screen on the front of the refrigerator users can enjoy music and videos in the kitchen and control kitchen appliances and smart devices too. With a screen that integrates seamlessly into the door panel, and with a highly aesthetic design and minimized bezels, the Bespoke Family Hub is capable of blending into any space.
Last but not least, we are introducing the Bespoke Atelier app that we first launched in Korea to the global market. The app offers access to more than 170 works of art from global artists, covering various periods, trends and themes. It recommends works of art and allows you to create your own gallery of sorts by customizing your display to suit your tastes. In addition, when users display an artwork in listening mode, they’ll be able to hear a description of the art with subtitles. This makes it feel like you’re enjoying a guided tour an art museum from the comfort of your kitchen.
▲ Samsung’s Bespoke Family Hub refrigerator
Q: Our way of life has changed dramatically over the past two years, with technology that connects people becoming more important as contactless ways of doing things increasingly become the norm. What kind of impact do you think the products and technologies showcased at CES 2022 will have on people’s lives?
As users have begun to spend more and more time at home, their lives have become more “home-centric”. We expect this trend to continue in 2022. At the same time, concern for sustainability continues to increase on the heels of events like the United Nations’ COP26 conference, and with environmental regulations being strengthened across the globe. With these shifts in consumer lifestyles and interests in mind, Samsung has been working to provide kitchen solutions that are “customized, smarter, and more sustainable.”
Our customized kitchen solutions cater to users who have been spending a lot of time in their kitchen and thus feel a stronger desire to remodel their space to reflect their tastes. By expanding our Bespoke lineup, we are providing a more diverse range of refrigerator types and color options, helping users build customized kitchens that suit both their lifestyle and their interior design scheme.
Spending more time at home has naturally led to a rise in home cooking as well. To help make this easier by making kitchens “smarter”, Samsung introduced SmartThings Cooking, a tailored cooking journey service that does everything from looking up recipes to creating a diet plan and even shops for groceries. Powered by Whisk’s Food AI, SmartThings Cooking recommends your personalized recipe and meal plans based on your tastes, dietary needs and groceries you have on hand. The service also allows you to enjoy convenient one-stop grocery shopping with your favorite grocery retail brands available through the Whisk network. When it comes time to cook, SmartThings ensures a seamless cooking experience while communicating directly with your smart Samsung kitchen appliances.
And with Family Hub, consumers can even utilize this service through the display on the front of their fridge while continuing to control other home appliances from it as well.
Finally, our kitchen solutions are becoming “more sustainable.” Bespoke refrigerators are built for high energy efficiency, and their replaceable door panels help extend their lifespans. Samsung continues to innovate on this front, seeking out ways to incorporate cutting-edge technology into our appliances while keeping sustainability in mind as well.
The Freestyle : Designing a Screen That’s Not Limited by Space
▲ Jungrae Kim of Samsung Electronics’ Visual Display Business proudly displays The Freestyle, a new portable screen introduced at CES.
Q: Could you walk us through how your team came up with The Freestyle?
Ever since the pandemic changed our daily lives, our personal spaces have become more and more important. This is particularly true of relaxing spaces like the bedroom, where we’re seeing more people using products for the purposes of entertainment. We’re also seeing more people utilize cozy and quiet spaces in their homes, as well as increased interest in spending time outdoors – by going camping, for example. We wanted to reflect these trends of our time in our products, and enable users to use them as they wish – anytime, anywhere, and regardless of space limitations. That’s how we came up with the personal, movable smart screen that is The Freestyle.
Q: What are unique points of the Freestyle?
The Freestyle was designed to offer users new levels of functionality. It’s easy to see what sets this product apart just by looking at it. To allow users to carry around every day, we designed The Freestyle to be lightweight, weighing just 830 grams. The fact that you can conveniently carry it with you wherever you go is its biggest advantage.
The Freestyle also features a simpler installation process. All users need to do is place The Freestyle wherever they want, and then turn it on. That’s it. The Freestyle comes with full auto keystone and auto leveling features, enabled by industry-leading technology. The features allow the device to automatically adjust its screen to any surface at any angle, providing a perfectly proportional image every time.
Users can enjoy a seamless and continuous viewing experience by accessing their user accounts and settings for major OTT services. On top of that, we’ve also applied the industry’s first far-field voice control technology. So when the screen is turned on, users can search for content using just their voice. When the screen is off, they can use the device to listen to music or ask for the day’s weather just as they would with a smart speaker.
The Freestyle’s picture and sound quality – the most basic and important features of any display – also deserve a closer look. We applied Samsung TVs’ picture quality engine, and the white balance is adjusted automatically according to the color and tone of the wall that the screen is being projected to. We also applied dual passive radiators to produce deep, high-quality bass. This allows customers to enjoy a cinema-quality sound experience no matter where they are.
Q: In line with Samsung’s ‘Screens Everywhere’ vision, The Freestyle can be utilized in various ways for maximum convenience. What are some specific use cases for The Freestyle?
First of all, The Freestyle can be conveniently set up in a user’s bedroom. While lying in bed, before falling asleep, they can use the device’s integrated cradle to move the screen from the wall to the ceiling to continue watching a movie more comfortably. The Freestyle can also be placed lightly on a dining room table, transforming the room into a new space for entertainment.
In order to utilize spaces like this, our developers came up with a new installation solution that we applied to the product. Thanks to those efforts, users can also utilize the device on a tabletop or floor by connecting it to a standard E26 light socket.1 There’s no need for a separate power supply or cable connection, so it can be used immediately.
For powering it up, The Freestyle is compatible with external batteries2 that support USB-PD and 50W/20V output or above, so users can take it with them anywhere, whether they are on the move, on a camping trip and more. When it’s not used as a projector to stream content, The Freestyle also provides mood lighting effect thanks to its ambient mode and translucent lens cap.
Through close cooperation with Samsung’s MX (Mobile eXperience) Business, we’ve equipped The Freestyle with a button that syncs it with Galaxy devices. With just a push of a button, users can instantly use their Galaxy device as a remote control. They can also utilize mobile hotspots when no Wi-Fi networks are available. We’ve developed this product by paying close attention to even the smallest details, all to make the device just as convenient and easy to use outdoors as it is at home.
1 Light socket connection feature will be first applied in US.
2 Samsung is not liable for 3rd party external batteries.
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By Samsung Newsroom
Going beyond the conventional idea of what a TV is, Samsung’s leading range of lifestyle TVs are true pieces of interior décor that allow users to express themselves in their own spaces. Whether you’re looking for a TV that can double as an art frame, a screen to display portrait as well as landscape-oriented content on, or a TV whose design speaks for itself, there’s something for everyone in the range.
In order to get to know more about how users around the world are enjoying their Samsung lifestyle TVs, Samsung Newsroom reached out to a range of influencers and trailblazers within different creative industries from all over the globe to hear what exactly it is that makes a Samsung TV their choice. Take a look at some of the reasons they gave below.
Adèle & Maxime, French Graphic Designers With an Interest in How Objects Work With Their Interiors
“Samsung’s lifestyle TVs blend in with the décor, becoming an aesthetic element in their own right – all with simplicity and lightness.”
Q: As designers and illustrators yourselves, what do you think about the design of Samsung’s lifestyle TVs?
A: The design of Samsung TVs is very interesting because, once placed, they become a modern and active object in our interiors. They blend in with the decor, becoming an aesthetic element in their own right – all with simplicity and lightness.
Q: Samsung has partnered with some artists on the design of their lifestyle TVs. What are your thoughts on such partnerships that blend technological innovation with artistic creativity?
A: The idea of opening up the design of an everyday object to creators is something that is very important to us. Technological objects can lose their simplicity and poetry by merit of their design, but by collaborating with creative people, we can bring this issue to the forefront to resolve it.
Virro & Lola, A Mexican-French Photographer and Creative Professional Duo With a Passion for Travel
“Samsung’s lifestyle TVs combine art, aesthetics, interior design and entertainment, making them go far beyond the television function – which is really revolutionary.”
Q: Along with your professional pursuits, you are known for your joint Instagram page where you share your favorite travel experiences. What do you think about The Serif with which you can view your own media and memories?
A: We used to hate the black screen of the TV in our living room, so Ambient Mode is one of the features we love most about The Serif. It’s really cool that Samsung regularly introduces new content for Ambient Mode, but mostly, we’re keen on showcasing our own media and having it on display for ourselves and our guests.
Q: Virro – as a photographer, what is it about Samsung’s lifestyle TVs that appeals to you the most?
A: First of all, thanks to their QLED screens, the image quality is impressive. In addition, Samsung’s lifestyle TVs combine art, aesthetics, interior design and entertainment, making them go far beyond the television function – which is really revolutionary.
Q: Lola – what is your favorite thing about The Serif?
A: What I love most about The Serif is that it’s a TV that doesn’t look like one. Being passionate about interior design, I believe that The Serif is a beautiful, unique and bold addition to a living space.
Kyal & Kara, Australian Renovators Who Like to Think Outside the Box
“The ability to view either your own or world-renowned media on The Frame means that there are infinite ways to create a look and feel unique to each individual.”
Q: How do Samsung’s lifestyle TVs factor into your daily household routines and activities?
A: With two young children and an active lifestyle, we really value our relaxation time together as a family, and Samsung’s lifestyle TVs play a big part in this. On the weekends, we love our movie time together as a family, and the kids love choosing artwork from the Art Store for The Frame we have in our rumpus room – it’s a great way for them to take ownership of the space.
Q: Samsung’s The Frame combines technology with aesthetic for seamless TV experiences. What are your favorite features of the TV?
A: The two standout features for us are the TV’s thin, streamlined design and the customizable bezel. We’re all about creating spaces that evoke emotion as you enter the room, and the ability to view either your own or world-renowned media on the TV means that there are infinite ways to create a look and feel unique to each individual.
Q: What tips would you provide to users looking to match their Samsung lifestyle TV to their interior?
A: We have three key tips. Tip 1: function first – work out how you’d like your TV to be displayed. The Serif is a great option for angular spaces where wall mounting or units are not an option.
Tip 2: find your inspiration. From color palettes to other décor pieces, be sure to know what’s important in your space. Finally, tip 3: create a style unique to you. Ask yourself what vibe you’re looking for with your space. For example, if you prefer minimal interior styling, The Frame with a white bezel would be the perfect choice.
Lotte Meister, an American Interior Decorator and Stager Who Loves When Function Meets Style
“The Serif feels both retro and modern at the same time and doesn’t take up too much visual space the way a TV on a console table might.”
Q: Samsung’s lifestyle TVs are developed to be able to fit into any interior space and aesthetic. What are your thoughts on the design of The Serif? What do you like most about it?
A: The Serif’s clean lines and cool vibe make it a decorative element in its own right. What’s more, the sloped ceilings of our bedroom did not permit a flat screen to be hung on the wall, yet we wanted to be able to watch TV in bed. The Serif was the perfect solution. It feels both retro and modern at the same time and doesn’t take up too much visual space the way a TV on a console table might. The hidden wiring is also genius – the decorator and stager in me loves the look!
Q: What about The Frame? What do you like most about it?
A: We have 3 homes across New York state, each with completely different aesthetics. We have a Frame TV in each of these homes, and it looks great in each location. I love it because it looks like another piece of art and doesn’t scream “Look at me, I’m a TV!”. The choice of finishes available for The Frame make it work in every style of home.
Jin-woong Son, a Korean Furniture Designer With a Passion for the Harmony of the Interior
“The Frame’s bezel is so refined that the joints fit perfectly when you switch out your bezel – like puzzle piece slotting into place.”
Q: As a professional furniture designer, do you have any special criteria in mind when choosing a TV?
A: I would never choose a product that doesn’t harmonize with the space it is to be placed in, which is why I currently use The Frame, as I like how it can be used as an actual art frame when the screen is turned off.
On top of that, you can easily change The Frame’s bezel color to match your changing interior any time you want, something that you can’t do with most electronics. Furthermore, the bezel’s joints are designed at a 45° angle, and as a furniture designer, this strikes me as amazingly sophisticated. The bezel is so refined that the joints fit perfectly when you switch out your bezel – like puzzle pieces slotting into place.
Q: These days, the demand for lifestyle TVs that are able to merge seamlessly into a user’s space is on the rise. What are your thoughts on this trend?
A: In the past, the TV used to play the role of gathering family members all together in the living space while also providing entertainment. These days, however, the role of TVs has become much more about providing multifaceted entertainment experiences, as well as serving as statement furniture pieces.
For those living in a small space, The Serif makes the perfect choice – as opposed to, say, a huge wall-mounted TV – as it makes use of the space it takes up by serving as a sophisticated interior décor item that stands on its own as a piece of furniture.
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